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3. Traditional Communications Model Consumer Consumer Consumer Consumer Consumer Medium Message Organization FEEDBACK

4. Interactive Communications Model Receiver Receiver Receiver Communication Medium Sender Sender Sender The Interactive Communications Model Takes Into Consideration That (1) Consumers Have Many More Choices Available to Them, and (2) Greater Control Over Which Messages They Will Choose to Process.

5. What is a Response? Building a Long-Term Relationship Reminding Us To Purchase the Product Building Brand Awareness Informing Us About Product Features Buying the Product Types of Customer Responses

8. Use of Celebrities to Add Attractiveness to Source

14. Volkswagen Using Repetition

17. Break into small groups and discuss some situations in which using a comparative advertising strategy would be advisable. Discussion Question

19. Lexus Rational Versus Emotional Message Appeals

20. Come up with two lists of products. The first list should be of products that can easily have an emotional appeal, and the second list should be of products that can easily have a rational appeal. Discussion Question

22. Take a look at a few ads using “Sex Appeal”, and try to find a few that advertise the benefits of the actual product rather than what is being shown. Discussion Question

24. Humorous ads grab our attention

29. The Elaboration Likelihood Model Attention and Comprehension Low-Involvement Processing Communication Belief Change Behavior Change Attitude Change High-Involvement Processing Cognitive Response Belief and Attitude Change Behavior Change Central route Peripheral route

30. Effects of Visual and Verbal Components of Advertisements on Brand Attitudes Brand Attitudes Attitude Toward the Advertisement Visual Component of Advertisement Beliefs About Product Attribute Verbal Component of Advertisement