No.27 ~ Information Processing Model | with example | Presentation | Attention | Comprehension |

📕 Advertising Management Book series 📕 https://youtube.com/playlist?list=PLPf7aahSRKFW2ZI1SvmX_Ut864THj-Uiu ======================================== 📕 Production and Operation Management Book Series 📕 https://youtube.com/playlist?list=PLPf7aahSRKFVuCziM_YMAoYYnlLeX5j8F ======================================== ✅ How to Purchase Advertising Management Book PDF ✅ https://youtu.be/ur1oqIuEcyQ ======================================== 00:00 Intro 00:49 Meaning of IPM 02:07 What is Presentation 02:36 What is Attention 03:20 What is Comprehension 03:40 What is Yielding 04:33 What is Retention 05:27 What is Behavior Introduction of Information Processing Model William McGuire developed IP Model which assumes that the advertising audiences are information processors and problem-solving. This model is like the other response hierarchy models that explain how a customer go through six phases to take the final decision of purchase. 1.) Presentation Presentation is the phase where customer are make aware about the product, that there is a new product available in the market. In this stage, advertising has to highlight the feature and benefits of the new product. It will help the customer to differentiate the product with an old product or competitor product. 2.) Attention The product must attract the consumer's attention. This is done via the advertising materials. It is a type of “eyecatcher.” To grab people’s attention, you have these weapons. 3.) Comprehension Customers evaluate the product in depth. Customers take analyses that are there any products available in the market with the same feature or benefits. What will be the price of this product if I buy it? 4.) Yielding This step is about assuring that the customer likes your product. The word ‘liking’ should not be confused with an emotional attachment with the product. In this case, liking refers to the consumer viewing some positive benefits associated with the brand. For Example, it is available, it looks like a good product, it’s a healthy product, it fits with my budget, and so on. 5.) Retention 6.) Behavior Rest will be covered in videos. . . . . .