MARKETING COMMUNICATION: You have studied a dozen or so marketing techniques. Use Advertising and one other major method and describe how you will use them in detail. Let's use Disney for an example for advertising. * What is the message and how is it encoded? If the message is "Disney is family fun" then I might encode by using bright colors, a happy family in the park laughing and holding hands with Disney characters. * What is the objective? Look at response hierarchy models or communication objectives (pg 225 & following). Continuing with my Disney example, I'm probably in the affective stage of most hierarchy models - wanting to generate interest, desire, preference, liking. Not cognitive as Disney is well known (in most parts of the world