Health Communication - University of Arkansas
... In 1969, for many students, walking to school was as easy as walking down the street because their school was right in their neighborhood. By 2001, lots of schools were farther away from their students, and walking or biking to school was the equivalent of doing a 5K race or more – twice a day. (h ...
... In 1969, for many students, walking to school was as easy as walking down the street because their school was right in their neighborhood. By 2001, lots of schools were farther away from their students, and walking or biking to school was the equivalent of doing a 5K race or more – twice a day. (h ...
Straight Sell or Factual Message
... • Music is also an important part of many TV commercials and can play a variety of roles. In many commercials, the music provides a pleasant background or helps create the appropriate mood. • In some commercials, music is much more central to the advertising message. It can be used to get attention, ...
... • Music is also an important part of many TV commercials and can play a variety of roles. In many commercials, the music provides a pleasant background or helps create the appropriate mood. • In some commercials, music is much more central to the advertising message. It can be used to get attention, ...
advertising-8-9
... • These are won’t be successful in general because the consumer can forget the message unless the product is so famous. ...
... • These are won’t be successful in general because the consumer can forget the message unless the product is so famous. ...
the marketing communication mix
... favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumors, stories and events” ...
... favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumors, stories and events” ...
THE ANALYSIS AND APPLICABILITY OF COGNITIVE THEORIES IN
... modes of doing that were out rightly ignored by the early theorists. Thus, balanced states are assumed stable and to resist change whereas, imbalanced states change so as to enthrone balance. However, the early postulates have been accused of being seemingly parochial in identifying and dealing with ...
... modes of doing that were out rightly ignored by the early theorists. Thus, balanced states are assumed stable and to resist change whereas, imbalanced states change so as to enthrone balance. However, the early postulates have been accused of being seemingly parochial in identifying and dealing with ...
Persuasion in Ambient Intelligence
... to their own than to a person with a different name [12]. Furthermore, characteristics such as country of origin, religious affiliation, and educational background all influence compliance to a persuasive request; greater similarity increases compliance [69, 50]. An interesting development is the em ...
... to their own than to a person with a different name [12]. Furthermore, characteristics such as country of origin, religious affiliation, and educational background all influence compliance to a persuasive request; greater similarity increases compliance [69, 50]. An interesting development is the em ...
attitudes - Simply Psychology
... likely when the behavior was freely chosen. This is an attributional process exactly like that discussed in Chapter 2. Importantly, inference of one’s attitudes from behavior is more likely to occur when someone has little or no existing knowledge about the issue at hand, or does not hold a strong p ...
... likely when the behavior was freely chosen. This is an attributional process exactly like that discussed in Chapter 2. Importantly, inference of one’s attitudes from behavior is more likely to occur when someone has little or no existing knowledge about the issue at hand, or does not hold a strong p ...
Promotional Management -- An Overview
... – If too easy waste resources; false sense of security – If too high demoralizing; damage leadership credibility ...
... – If too easy waste resources; false sense of security – If too high demoralizing; damage leadership credibility ...
Designing the Message
... It reaches many people quickly, but it is impersonal. It cannot be as persuasive as a personal communication It reaches far beyond an organization's targeted audiences Advertising carries on only a one-way communication Audience does not feel that it has to pay attention or respond Advertising also ...
... It reaches many people quickly, but it is impersonal. It cannot be as persuasive as a personal communication It reaches far beyond an organization's targeted audiences Advertising carries on only a one-way communication Audience does not feel that it has to pay attention or respond Advertising also ...
Interactive Marketing
... (IMC) is “a strategic business process used to plan, develop, execute, and evaluate unified, coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.” ...
... (IMC) is “a strategic business process used to plan, develop, execute, and evaluate unified, coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.” ...
attitudes
... One of the most interesting studies in consumer behavior is the study of attitudes. An attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. These evaluations can be positive or negative. A functional theory of attitudes (developed by Daniel Kat ...
... One of the most interesting studies in consumer behavior is the study of attitudes. An attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. These evaluations can be positive or negative. A functional theory of attitudes (developed by Daniel Kat ...
Multiple Choice Questions
... 13. Which of the following can be a component of a multiattribute model? A) a consumer's attitude toward a particular brand B) a consumer's belief about how a brand performs on a given attribute C) the importance the consumer attaches to an attribute D) a consumer's ideal level of performance on an ...
... 13. Which of the following can be a component of a multiattribute model? A) a consumer's attitude toward a particular brand B) a consumer's belief about how a brand performs on a given attribute C) the importance the consumer attaches to an attribute D) a consumer's ideal level of performance on an ...
Tipping Points PPT
... Tipping points--continued • The stickiness factor – idea, message, or product has to be “sticky” or inherently attractive – idea must be memorable, practical, personal, novel – hard to manufacture this feature • Power of context – must happen at the right time, place – for example, social networkin ...
... Tipping points--continued • The stickiness factor – idea, message, or product has to be “sticky” or inherently attractive – idea must be memorable, practical, personal, novel – hard to manufacture this feature • Power of context – must happen at the right time, place – for example, social networkin ...
Consumer Markets and Consumer Buyer Behavior
... in a way that will support what they already believe. • Ads that focused on the health demage effects of cigarette are not perceived easily by heavy smoker. ...
... in a way that will support what they already believe. • Ads that focused on the health demage effects of cigarette are not perceived easily by heavy smoker. ...
Emotion and persuasion: Cognitive and meta
... holds that under relatively low thinking conditions, emotions, like other variables, tend to influence attitudes by a variety of low effort processes such as classical conditioning or reliance on simple inferences. When the likelihood of thinking is relatively high, these same emotions can impact pe ...
... holds that under relatively low thinking conditions, emotions, like other variables, tend to influence attitudes by a variety of low effort processes such as classical conditioning or reliance on simple inferences. When the likelihood of thinking is relatively high, these same emotions can impact pe ...
Marketing Management
... brands or intangibles such as service and quality. Response: is any action, reaction or state of mind which results from a particular stimulus or cue. Reinforcement: increases the likelihood that a particular response will occur in the future as the result of particular cues or stimuli. Repetition: ...
... brands or intangibles such as service and quality. Response: is any action, reaction or state of mind which results from a particular stimulus or cue. Reinforcement: increases the likelihood that a particular response will occur in the future as the result of particular cues or stimuli. Repetition: ...
International marketing promotion/communication
... International Demographic Environment as potential barriers ...
... International Demographic Environment as potential barriers ...
Chapter 1
... Table 9.3 Impact of Humor on Advertising •Humor attracts attention. •Humor does not harm comprehension. •Humor is not more effective at increasing persuasion. •Humor does not enhance source credibility. •Humor enhances liking. •Humor that is relevant to the product is superior to humor that is unre ...
... Table 9.3 Impact of Humor on Advertising •Humor attracts attention. •Humor does not harm comprehension. •Humor is not more effective at increasing persuasion. •Humor does not enhance source credibility. •Humor enhances liking. •Humor that is relevant to the product is superior to humor that is unre ...
Principles of Marketing
... it can afford. One starts with total revenues, deducts operating expenses and capital costs and then devote some portion of the remaining funds to advertising.. This method ignores the effect of promotion on sales 2. Percentage of sales method: Setting the promotion budget at a certain percentage of ...
... it can afford. One starts with total revenues, deducts operating expenses and capital costs and then devote some portion of the remaining funds to advertising.. This method ignores the effect of promotion on sales 2. Percentage of sales method: Setting the promotion budget at a certain percentage of ...
Cyber Branding
... • They control the messages about the products and services that interest them. • There is a tremendous opportunity to give online audiences more of the control they readily welcome—to further empower them. • It’s not what the business has to say anymore: • less talking and more listening is in orde ...
... • They control the messages about the products and services that interest them. • There is a tremendous opportunity to give online audiences more of the control they readily welcome—to further empower them. • It’s not what the business has to say anymore: • less talking and more listening is in orde ...
buyer behaviour
... With this method, a consumer chooses the brand which he or she likes the best. The individual does not evaluate the other brands and often does not even think about which attributes are important. Two things explain why consumers rely on affect referral: 1. It saves mental energy. 2. The multi-attri ...
... With this method, a consumer chooses the brand which he or she likes the best. The individual does not evaluate the other brands and often does not even think about which attributes are important. Two things explain why consumers rely on affect referral: 1. It saves mental energy. 2. The multi-attri ...
The influence of advertising on consumer beahaviour
... Advertising evidently works as it is employed as a means of communication by so many organizations, but what makes a successful advertising campaign? This dissertation will examine the area of advertising that contains a message, rather than advertising that aims to persuade the consumer to buy a pr ...
... Advertising evidently works as it is employed as a means of communication by so many organizations, but what makes a successful advertising campaign? This dissertation will examine the area of advertising that contains a message, rather than advertising that aims to persuade the consumer to buy a pr ...
PowerPoint Chapter 9
... According to the concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A) Product benefits B) Brand personality C) Feelings or emotional attachment to the brand D) Rational motives ...
... According to the concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A) Product benefits B) Brand personality C) Feelings or emotional attachment to the brand D) Rational motives ...
Learning and Consumption related Behaviour
... reputation and stimulus generalisation are used to explain how consumers behave at the market place, they do not explain all the activities classified as consumer learning. The term "Operant" refers to how an organism operates on the environment, and hence, operant conditioning comes from how we res ...
... reputation and stimulus generalisation are used to explain how consumers behave at the market place, they do not explain all the activities classified as consumer learning. The term "Operant" refers to how an organism operates on the environment, and hence, operant conditioning comes from how we res ...
Promotion is Communication
... • Wholesalers and distributors, in turn, promote these products to retailers and encourage them to stock their stores with the products • This is a B2B strategy, and personal selling is used ...
... • Wholesalers and distributors, in turn, promote these products to retailers and encourage them to stock their stores with the products • This is a B2B strategy, and personal selling is used ...