Cognitive Stage
The cognitive component deals with cognition, or knowledge; it is the power of knowing, perceiving or conceiving ideas about the product. It is dealing with the basic information that a consumer needs to know. A customer needs to be exposed to the product and understand its usage before he actually purchases it.
Affective Stage
The effective component deals with the affections/emotions. For example, feelings of likes or dislike towards objects are dealt on the effective plane. It is at this stage that the consumer will either have preference or liking towards the product or he will develop a dislike. This stage shows his attitude towards the product, whether he is for or against the product.
Behaviour Stage
This is the stage when the consumer, after having the knowledge and developing the liking or disliking towards the product, will ultimately lead into a purchase of the product or rejection of the product. He would first try the product and develop loyalty towards
List of communication objectives
• Introduction of new products:
• Overcoming Resistance/Changing Attitude:
• Reminding customers:
• Reinforcement advertising:
• New customers from other brands:
• New customers from other categories:
• Brand Image / Company Image:
• Creating awareness of new products / brands and new developments in the
company:
• Supporting other sales promotion activities:
• Increasing usage:
• Increasing brand loyalty:
• Umbrella campaigns:
• Campaign to push declining sales:
• Campaign to counter natural decline of the market:
• Social objective:
• Generating trial purchases and store visits
• Motivating the channel to stock the product:
• Product positioning and brand build
• Countering competition:
• Repositioning the brand
The cognitive component deals with cognition, or knowledge; it is the power of knowing, perceiving or conceiving ideas about the product. It is dealing with the basic information that a consumer needs to know. A customer needs to be exposed to the product and understand its usage before he actually purchases it.
Affective Stage
The effective component deals with the affections/emotions. For example, feelings of likes or dislike towards objects are dealt on the effective plane. It is at this stage that the consumer will either have preference or liking towards the product or he will develop a dislike. This stage shows his attitude towards the product, whether he is for or against the product.
Behaviour Stage
This is the stage when the consumer, after having the knowledge and developing the liking or disliking towards the product, will ultimately lead into a purchase of the product or rejection of the product. He would first try the product and develop loyalty towards
List of communication objectives
• Introduction of new products:
• Overcoming Resistance/Changing Attitude:
• Reminding customers:
• Reinforcement advertising:
• New customers from other brands:
• New customers from other categories:
• Brand Image / Company Image:
• Creating awareness of new products / brands and new developments in the
company:
• Supporting other sales promotion activities:
• Increasing usage:
• Increasing brand loyalty:
• Umbrella campaigns:
• Campaign to push declining sales:
• Campaign to counter natural decline of the market:
• Social objective:
• Generating trial purchases and store visits
• Motivating the channel to stock the product:
• Product positioning and brand build
• Countering competition:
• Repositioning the brand