This article throws light upon the five main objectives of promotional communication. The objectives are: 1. Behaviour Modification 2. Objective to Inform 3. Objective to Persuade 4. Objective to Remind 5. Specific Objectives. Objective # 1. Behaviour Modification: Promotion seeks to: (a) Modify behaviour and thoughts {e.g., get you to drink coca cola rather than Pepsi), (b) Reinforces existing behaviour [...]
After reading this article you will learn about the communication process of marketers with the customers through media, explained with the help of suitable diagrams. In communication there is transmission of message from sender to the receiver. The end result of the communication process is the understanding of the message. The Message is transmitted through Media or certain channels. 1. [...]
This article throws light upon the three principles of advertising process. The principles are: 1. Memory & Law of Repetition 2. Remembering and the Law of Primacy 3. Memory and Law of Recency Principle # 1. Memory & Law of Repetition : It mean that more times the message is being repeated, the changes of being remembered increases. Fig. 12.9 [...]