Chapter Objectives

1. To understand the basic elements of the communication process and the role of communications in marketing.

2. To examine various models of the communication process.

3. To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy.

4. To examine the nature of consumers' cognitive processing of marketing communications.

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Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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