Advertising response is the top importance because the dream of
advertiser of passing the message to the target audience for his products,
services and ideas will remain only as a dream as in case there is no response
for such appeals or plea made by the advertising company. Every advertisement
tend to communicate, to transfer knowledge, to create an image, to arouse
needs, to generate interest or to precipitate action. Advertiser wants to
influence the behavior of prospects placing message in mass media that are
selected by the people. If at all the person is to influenced by an
advertisement, he must see it, understand it, interpret it, remember it, accept
it, and orient to buy it. Here four way classification for the sake of
simplicity and clarity
Exposure
A person is said to be exposed to an advertisement when he is able to
receive it physically, this exposure differs from medium to medium.
Perception
Perception is the process by which an individual maintains contacts with
his environment. An individual receive the stimuli through his various sense
and interprets them.
Integration refers to the process of judging, evaluating, remembering and
fitting with the existing beliefs and attitudes of an individual.
Action
The final response is the consumer action to the message passed on to him
by an ad. The consumer action is manifested in variant ways depending on the
advertiser’s objectives.
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