Marketing Communications

Chapter 3

How marketing communications work

Chapter objeCtives

This chapter will help you to:

   Get an idea of how hierarchy-of-effects models describe how communications work

   Understand the importance of attitude formation in the consumer persuasion process

   Distinguish the basic types of attitude formation and change processes and marketing

communications models

   Learn about the importance of elaboration likelihood and cognitive, affective and

behavioural processes for marketing communications

   Understand the causes and consequences of ad-evoked irritation

   Learn what causes brand confusion in advertising

Chapter outline

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