The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process.
A)dissonance/attribution model
B)persuasion matrix
C)AIDA model
D)response model
E)elaboration likelihood model (ELM)

Question

Quizplus · Accepted Answer

The persuasion matrix is a planning tool used by marketers to consider how controllable elements of the communications process interact with the consumers' response process. The matrix consists of four quadrants that analyze the message, the audience, and the channel/medium used for communication. It helps in identifying the optimal mix of these elements to achieve the desired response from the target audience. The other options are also models of consumer behavior, but they are not specifically related to the planning process of a communication campaign.

The _____ Is a Planning Tool That Can Be Used