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sources , message and channel factors

sources , message and channel factors

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Published by Sakshi Pandey
Integrated marketing communication
Integrated marketing communication

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Published by: Sakshi Pandey on Jan 20, 2011
Copyright:Attribution Non-commercial

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05/07/2013

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Source, Message andChannel Factors
6
 McGraw-Hill/Irwin© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
 
The Persuasion Matrix
Independent variables: The Communications ComponentsSource Message Channel Receiver Destination
4321
MessagepresentationAttentionComprehension YieldingRetentionBehavior DependentVariables
 
Promotional Planning Through ThePersuasion Matrix1.Receiver/comprehension
Can the receiver comprehend the ad?
1.Channel/presentation
Which media will increase presentation?
1.Message/yielding
What type of message will createfavorable attitudes?
1.Source/attention
Who will be effective in gettingconsumers’ attention?

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