200086 Lecture Notes - Lecture 21: Marketing Communications
27 Apr 2019
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Document Summary
Exposure means that consumers come in contact with the marketer"s message (they see a magazine ad, hear radio commercial etc. ) Attention means to focus cognitive resources on and think about a message to which one has been exposed. Actually, consumers pay attention to just a small fraction of marcom messages. This is because the demands placed on our attention are great, but information processing capacity is limited. Effective marcom are designed to activate consumer interests by appealing to those needs that are most relevant to the target audience. To comprehend is to understand and create meaning out of stimuli and symbols. Communication is effective when the meaning, or positioning, a marketing communicator intends to convey matches what consumers actually extract from a message. A fourth information-processing stage involves the matter of whether the consumer agrees with a message argument that he or she has comprehended.
