*Get ppl to eat chicken>hamburger

Brand Position

A. For ppl on the go

B. Fast food

C. America's best chicken

***The Premium Alternative to Hamburgers

-Comedy with cows saying eat chicken

The Communication Model

SMCMR

(Source, msg, channel, message, receiver)

Source (S), sender puts message into words/pic (M),

Msg presented through channel of com. (C)

Msg interpreted by receiver (R)

Feedback by receiver response.

Noise= interruptions communication

Clutter= lots of msg all competing for consumer

Perception

Perception Drivers: Selective Perception

Perception: Process we receive info through; five senses

Selective Perception: Consumers are selective with their messages they accept

Test perception whether market msg is seen/heard; try to find best way to reach consumer

Process by which receiver chooses to respond to msg

Level of interest=stickiness; how much grab

Relevance= connects to ppl on personal level

Awareness=when ad makes an impression

Recall= ppl remember what ad said

Affective Response Driver: Wants

Two Parts:

1. Liking the brand

2. Liking the ad

Liking= reflects personality of brand/ad's execution

Resonance= feeling that msg "rings true"

Res>Like= Res has self-identification skill

Cog Learning= Information/explanations lead to understanding

Differentiation= consumers ability to separate one brand from another

Recall=Recalling ad message/brand/points

W/ association, brand takes on symoblic meaning; brand stands for certain qualities

Rolex=baller

Group of thoughts/feelings become linked to brand through repetition of msg

Social learning= Learning by watching others; learn how to dress by how others dress

The degree to which you are engaged in seeing an ad and the response as it correlates in making a product decision.

High involvement= makeup over toothpast

Persuasion Driver: Conviction

Preferrence and intention

Consumer convinced bymsg

Preference/Intention:

Intention can be heightened by rewards, i.e. good deals

Trial=Try a product

Risk lessened