Brand attitude - PowerPoint PPT Presentation

Consumer response to communication programs

Consumer response to communication programs. Outline. Communication objectives Attitudes and their measurement Attitude change and persuasion The two routes to persuasion Central-route approaches Peripheral-route approaches. Communication objectives. Category need Brand awareness

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510 views • 30 slides

Chapter 17 Consumer Behavior and Promotion Strategy

Chapter 17 Consumer Behavior and Promotion Strategy. Goal of Promotion. To communicate product related information to the target market with a view to persuading them. To maintain a differential advantage for the product over its competitors. Types of Promotions. Advertising

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544 views • 13 slides

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