When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
LO 1 | To study the major variables in the communication system and how they influence consumers' processing of promotional messages. |
LO 2 | To examine the considerations involved in selecting a source or communicator of a promotional message. |
LO 3 | To examine different types of message structures and appeals that can be used to develop a promotional message. |
LO 4 | To consider how the channel or medium used to deliver a promotional message influences the communication process. |