Lecture 5 Flashcards
1
Q
5 Communication effects
A
category need, brand wareness, brand attitude, brand purchase intention, purchase facilitation
2
Q
Communications objectives
A
Provide relevant information, create favourable predispositions toward the brand, set using models wherein consumers pass through three st
3
Q
Three communication stages
A
cognitive (awareness),
affective (liking/prefrence),
conative (use/trial)