Traditional Communications Model Consumer Consumer Consumer Consumer Consumer Medium Message Organization FEEDBACK
Interactive Communications Model Receiver Receiver Receiver Communication Medium Sender Sender Sender The Interactive Communications Model Takes Into Consideration That (1) Consumers Have Many More Choices Available to Them, and (2) Greater Control Over Which Messages They Will Choose to Process.
What is a Response? Building a Long-Term Relationship Reminding Us To Purchase the Product Building Brand Awareness Informing Us About Product Features Buying the Product Types of Customer Responses
Lexus Rational Versus Emotional Message Appeals
Come up with two lists of products. The first list should be of products that can easily have an emotional appeal, and the second list should be of products that can easily have a rational appeal. Discussion Question
The Source Versus the Message: Sell the Steak or the Sizzle?
The Elaboration Likelihood Model Attention and Comprehension Low-Involvement Processing Communication Belief Change Behavior Change Attitude Change High-Involvement Processing Cognitive Response Belief and Attitude Change Behavior Change Central route Peripheral route
Effects of Visual and Verbal Components of Advertisements on Brand Attitudes Brand Attitudes Attitude Toward the Advertisement Visual Component of Advertisement Beliefs About Product Attribute Verbal Component of Advertisement