Scribd Logo
Upload

Welcome to Scribd!

  • CB1

    Uploaded by

    Divya Srinivasa
    5 views8 pages
    Message Initiator y credibility credibility of informal sources credibility of formal sources message credibility Effect of time on source credibility: Sleeper Effect. Barriers to communication Selective exposure to message Psychological noise Feedbackthe receiverPs response y advertising effectiveness research y Media and message exposure measures y attention and interpretation measures y message recall measures Designing persuasive communications communications strategy Target Audience Media strategy message framing One-sided Vs two-sided messages Comparative advertising Order effects Repetition Fear Humor Ab

    Original Description:

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Message Initiator y credibility credibility of informal sources credibility of formal sources message credibility Effect of time on source credibility: Sleeper Effect. Barriers to communication Selective exposure to message Psychological noise Feedbackthe receiverPs response y advertising effectiveness research y Media and message exposure measures y attention and interpretation measures y message recall measures Designing persuasive communications communications strategy Target Audience Media strategy message framing One-sided Vs two-sided messages Comparative advertising Order effects Repetition Fear Humor Ab

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    5 views8 pages

    CB1

    Uploaded by

    Divya Srinivasa
    Message Initiator y credibility credibility of informal sources credibility of formal sources message credibility Effect of time on source credibility: Sleeper Effect. Barriers to communication Selective exposure to message Psychological noise Feedbackthe receiverPs response y advertising effectiveness research y Media and message exposure measures y attention and interpretation measures y message recall measures Designing persuasive communications communications strategy Target Audience Media strategy message framing One-sided Vs two-sided messages Comparative advertising Order effects Repetition Fear Humor Ab

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    Sender Channel Receiver

    Message
    (Source) Medium (Consumer)

    Feedback
    p   p 
      
    @ Sender
    @ Receiver
    @ Medium
    @ Message
    @ Feedback
    p 
       
    @ Message Initiator
    M Credibility
    ż Credibility of informal sources
    ż Credibility of formal sources
    ż Credibility of spokesperson and endorsers
    ż Message credibility
    ż Effect of time on source credibility: Sleeper
    Effect
    @ arget Audience
    M Personal characteristics and comprehension
    M Involvement and Congruency
    M Mood
    M Barriers to communication
    ż Selective exposure to message
    ż Psychological noise
    @ Feedback- the receiver¶s response
    M Advertising effectiveness research
    M Media and message exposure measures
    M Message attention and interpretation
    measures
    M Message recall measures
      
     
    
      
    @ Communications strategy
    @ arget audience
    @ Media strategy
    @ Message strategies
    M Involvement theory
    Message structure and presentation

    M Resonance
    M Message framing
    M One-sided Vs two-sided messages
    M Comparative advertising
    M Order effects
    M Repetition
    M Advertising appeals
    M Fear
    M Humor
    M Abrasive advertising
    M Audience participation

    You might also like