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Chapter 3: How marketing communications work, ad-evoked irritation,…
Chapter 3: How marketing communications work
ad-evoked irritation
consequences for advertising effectiveness.
media
interrupting programming
repetition
content
pop-up ads
irritating ad content
ad density
Factors affecting brand confusion
product category-related,
consumer-related
message
campaign-related factors
the consumer is assumed to go
through a hierarchical process
behavioral stage (purchase)
cognitive stage (awareness)
affective stage (preferred)
Marketing Communications
persuade consumers
hierarchy-of-effects models
process explained in many ways