Lecture 5

Question 1

5 Communication effects

Answer 1

category need, 
brand wareness, 
brand attitude, 
brand purchase intention, 
purchase facilitation

Question 2

Communications objectives

Answer 2

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

Question 3

Three communication stages

Answer 3

cognitive (awareness),

affective (liking/prefrence),

conative (use/trial)