Please enable JavaScript.

Coggle requires JavaScript to display documents.

Communication management - II (design communication measures (message…

- - - - refers to individuals' tendency to favor information which reinforces their pre-existing views while avoiding contradictory information.
    - - consumers actively seek out commercials for purchase goals, info and entertainment
    - - engage with consumers,
      - guerrilla marketing
      - social media
  - - - feature
      - price
      - scientific evidence
    - - transformational ad
    - - useful of new brands - small market share
    - - backfires with threat level too high
    - - pros
        
        puts consumer - good mood - enhance persuasion
        
        attract & hold attention
        
        aid retention
      - make sure inform consumer - product
      - cons
        
        doesn't aid persuasion in general
        
        may wear out faster than non humorous ad
        
        may not comprehend fully