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…

All human communication has some source (information source in Shannon’s terminology), some person or group of persons with a given purpose, a reason for engaging…

The Shannon-Weaver Model (1947) proposes that all communication must include 6 elements: Source Encoder Message Channel Decoder Receiver These six elements are shown graphically in…