Lecture 5 Flashcards

1
Q

5 Communication effects

A
category need, 
brand wareness, 
brand attitude, 
brand purchase intention, 
purchase facilitation
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2
Q

Communications objectives

A

Provide relevant information, create favourable predispositions toward the brand, set using models wherein consumers pass through three st

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3
Q

Three communication stages

A

cognitive (awareness),

affective (liking/prefrence),

conative (use/trial)

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