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 five main communication models for advertising of products. The models are: 1. AIDA Model 2. Lavidge & Steiner Model/Hierarchy of Effect Model 3. Innovation Adoption Model 4. Information Processing Model 5. Operational Model. Communication Model # 1. AIDA Model: It was developed to represent the stages a sales person must take a customer through [...]