Effect on target audience
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Effect on target audience

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Effect on target audience Effect on target audience Presentation Transcript

  • Who Says What In Which Channel To Whom With What EffectEffect on Target Audience CommunicationKnowledgeCenter@Outlook.com
  • Domino model ofcommunication effects(Grunig & Hunt, 1984) CommunicationKnowledgeCenter
  • Influence of values on effect Values CommunicationKnowledgeCenter
  • Attitude domino consists ofthree components: CommunicationKnowledgeCenter
  • Response Hierarchy Models(Kotler: Marketing Management; 2000, p555) CommunicationKnowledgeCenter
  • ‘Domino’ in other cultures(De Mooij 1998, p171)• Learn-feel-do is mainly applicable to products of “high involvement”: decision process is highly rational.• “low involvement” products”: learn-do-feel: consumer forms his attitude after using.• Japanese: feel-do-learn => Consumer feels the urge to buy, afterwards he learns about the product. Advertising is based on building trust, relation between company & consumer (therefore: rarely any consumer brands, mainly corporate brands in Japan). CommunicationKnowledgeCenter