There are six steps or movements towards the purchase of a product or service. The first two, awareness to knowledge, fall in the cognitive sphere…

They are1. AIDA model, 2. HOE: Hierarchy of Effects model, and 3. Communication model of Advertising. They are differentiated and tabulated in the diagram below:

These goals may pertain to sales, image, attitude, and awareness. Persuade a prospect to visit a show room and ask for a demonstration. Build up…

Dagmar Approach is the task of measuring ad effectiveness will not be daunting if we clearly spell out the advertising goals. Russel H. Colley (1961)…

Lavidge and Steiner propound the second model. This gives much importance to the cognitive evaluations. With an increase in competition and an enhancement in discerning…

Rogers propounded the third model, which is known as Innovation –Adoption Model. This model has relevance to new product introductions and particularly useful for adoption…

The process of communication, the sender is the originator and the conversion of his ideas into the message is encoding.

A diagrammatic representation of the communication process.

If you have looked through the examples of typical everyday forms of communication, you will have noticed that some of the examples refer to less…