Documente Academic
Documente Profesional
Documente Cultură
McGraw-Hill/Irwin
5-2
Message Development
Content
Design
Structure
5-3
Communication Channels
Personal Channels
Nonpersonal Channels
Word of Mouth
Personal Selling
Print Media
Broadcast Media
5-4
Receiver Experience
Moderate Commonality
Sender Experience Receiver Experience
High Commonality
Receiver Sender Experience Experience
Receiver Experience
5-5
Successful Communication
Select an appropriate source
Receive feedback
5-6
Mass Markets and Audiences Markets Segments Niche Markets Individual & Group Audiences
5-7
5-8
High
Conative
Low
Affective
5-9
Low Involvement
5-12
Ad Execution Thoughts Thoughts about the ad itself Affect attitude toward the ad
5-13
Central route ability and motivation to process a message is high and close attention is paid to message content
Peripheral route ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content
5-14
5-15