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Chapter 8 Part 2 (message comprehension (message characteristics,…
Chapter 8 Part 2
message comprehension
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Demographics (age,gender,marital status)
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Humour
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audience factors (gender,ethnicity & age)
affects response
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fear appeal
individuals appraise severity of threat
likelihood that it will occur
evaluate whether coping behaviour can eliminate the threat's danger
whether they have the ability to perform the coping behaviour
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use of sex in ads
product, ad, target audience & use of sexual element/theme must work together and be relevant to product
intermediary audience
wholesalers,distributors, retailers, doctors
sent trade/professional advertising to persuade them to hold stock or order merchandise/ prescribe the product
unintended audience
shareholders,creditors,employees,general public
feedback
pre-testing ads ( to reshape, remake or schedule ads)
ad tracking (response to ad, awareness and message comprehension)
post ads (ad recall of brand and product)