| When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
| LO 1 | To understand the basic elements of the communication process and the role of communications in marketing. |
| LO 2 | To examine various models of the communication process. |
| LO 3 | To analyze the response processes of receivers of marketing communications, including alternative response hierarchies and their implications for promotional planning and strategy. |
| LO 4 | To examine the nature of consumers' cognitive processing of marketing communications. |
