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Chapter 9

Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK. Chapter 9. Communication and Consumer Behavior. Figure 9.1 Basic Communication Model. Message. Channel (Medium). Sender (Source). Receiver (Consumer). Feedback. Elements of the Communications Process.

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Objectives

Objectives. Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations. Advertising Objectives. Informative Advertising Build Primary Demand. Specific Communication Task Accomplished with a Specific Target Audience

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5. Cinema

5. Cinema . Advantages :. High audience attention is received. Audio-visual effects with movements and colour . Extra scope for more dramatic and realistic impact. Disadvantages. It is less popular with the introduction of videotapes.

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February 13 th

February 13 th. 1. Which of the following is a Weakness of Newspapers?. Short lead time Low production cost Clutter Good for detailed copy. 2. In this type of magazine circulation readers get it for free (revenue comes from ads). Paid Circulation Controlled Circulation Forced Circulation

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Audience selectivity - PowerPoint PPT Presentation

Chapter 9

Objectives

5. Cinema

February 13 th