MKT 400 Lecture Notes - Lecture 4: Aflac, Message Passing, Ikea

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Marla Spergel

Document Summary

Refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning. Ikea instructions: warning labels on cigarette packages as an example. 1: physical characteristics, message source, and complexity of the message, intelligence, physical limitations, and involvement, information intensity, framing, and timing. Numbers are often used in the auto industry as model names of cars: spacing three 30-second ads spread over three hours achieve better consumer recall than one 90-second ad. Simple phrases such as fat free often communicate more clearly than detailed information. Congruity this characteristic represents the extent to which a message is internally consistent and fits the surrounding information. The figure is the object that is intended to capture a person"s attention in the message. Sometimes the consumer does not comprehend the expected message because the figure the focal point of the message is lost to the background. Message source factors: likeability m&m characters the aflac.