Why is it so difficult for marketing communication to lead to a brand purchase?
Message Processing
Answer these question in short essay and give example when need it. Cite each question with the page number and reference after your answer like (Percy, 2018, pps 72, 74, 76, 78) as an example for Q1. This book is Larry Percy Strategic Integrated Marketing Communications 3rd Edition
-What must happen for a message to be successfully processed?
-Why is it so difficult for marketing communication to lead to a brand purchase?
-How can processing advertising for a competitor help a brand?
-Discuss attention and its role in message processing.
-What is the role of learning in building brand awareness?
-How does learning differ for high-and low involving product decisions?
-What is the role of emotions in message processing?
-How does learning differ for high-and low involving product decisions?
-What is the role of emotion in message processing?
-Discuss the two ways in which emotion can affect the way in which marketing communication is processed.
-Look at some advertisements and record your feelings as you look at them. Where do they come from? What is it about the executions that elicit those emotions?
-Why is it important for managers to understand the role of memory in processing marketing communication?
-What is the difference between semantic and episodic memory? Find examples of advertising that are likely to involve each.
-Why is it unlikely that unconscious attention to advertisements will affect brand attitude?
-Look at some advertisement and think about the various association in memory that are arousrswed by the words and images.
Answer preview why is it so difficult for marketing communication to lead to a brand purchase?
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