Familiarity
Exposure effect/Brand Salience OR
Top-of-mind awareness/Familiarity
[Vodafone]
IMC Module 4
1 of 6
Involvement
is low
Repeat
exposure
Viewing
Trial
Attitudinal
change
IMC Module 4
2 of 6
IMC Module 4
LI prod
HI prod
3 of 6
Yes
No
Yes
Yes
Peripheral route to
attitude change
How Advertising Works
4 of 6
IMC Module 4
5 of 6
IMC Module 4
6 of 6