ADMS 3210 Lecture Notes - Lecture 4: Direct Marketing, Sexual Attraction, Habituation
12 Oct 2015
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Document Summary
Mktg 4150 chapter 8 attitude change & interactive communications. Persuasion an active attempt to change attitudes; it is the central goal of many mktg communications. Tactical communication questions: how do you craft a persuasive message to your consumer, ask questions: Old communications model specifies that a # of elements are necessary for communication to be: in this model, a source must choose and encode a message. The message must be transmitted via a medium. The message is then decoded by 1/+ receivers, who interpret the symbols in light of their own experiences. Finally, feedback must be received by the source, who uses the reactions of receivers to modify aspects of the message. achieved. Push marketing (taking the product to the consumer) Mass communication (relay information through mass media to large segments of the population at the same time. ) Thursday, november 14, 2013: uses and gratification theory. Basically consumers draw on mass media as a resource to satisfy needs.
