Effect on target audience
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The document discusses models of communication effects including the domino model of communication effects which outlines how communication can influence audience attitudes and behaviors. It also discusses how values and attitudes can influence the effects of communication and references response hierarchy models that outline stages of consumer decision making. Finally, it notes that models of communication effects may differ across cultures, giving examples of how the learn-feel-do model varies in other countries compared to Western cultures.
Effect on target audience
- 1. Who Says What In Which Channel To Whom With What Effect Effect on Target Audience CommunicationKnowledgeCenter@Outlook.com
- 2. Domino model of communication effects (Grunig & Hunt, 1984) CommunicationKnowledgeCenter
- 3. Influence of values on effect Values CommunicationKnowledgeCenter
- 4. Attitude domino consists of three components: CommunicationKnowledgeCenter
- 5. Response Hierarchy Models (Kotler: Marketing Management; 2000, p555) CommunicationKnowledgeCenter
- 6. Domino in other cultures (De Mooij 1998, p171) Learn-feel-do is mainly applicable to products of high involvement: decision process is highly rational. low involvement products: learn-do-feel: consumer forms his attitude after using. Japanese: feel-do-learn => Consumer feels the urge to buy, afterwards he learns about the product. Advertising is based on building trust, relation between company & consumer (therefore: rarely any consumer brands, mainly corporate brands in Japan). CommunicationKnowledgeCenter
Editor's Notes
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