Opening Vignette: "McDonald's Emotional Themes Appeal to Consumer Needs"

1. A Model of Marketing Communications
   1. Barriers to Communication
      1. Barriers at the Source
      2. Barriers in Encoding
      3. Barriers in Transmission
      4. Barriers in Decoding
   2. Results of Communications
2. Source Effects in Marketing Communications
   1. Source Credibility
      1. Credibility and Message Acceptance
      2. Increasing the Credibility of the Source
   2. Source Attractiveness
   3. Source Versus Message Effects
3. Effects of the Message
   1. Hedonic Versus Utilitarian Appeals
   2. One-Sided Versus Two-Sided Appeals
      1. Refuting Negative Information
      2. Defusing Objections to the Product
   3. Comparative Advertising
   4. Fear Appeals
   5. Humor in Advertising
4. Media Effects
   1. Differences Within Media
   2. Differences Between Media
5. Consumer Decoding of Marketing Communications
   1. Source Identification and Evaluation
      1. Source Identification
      2. Source Evaluation
   2. Message Evaluation
      1. Cognitive Response
      2. Affective Response: Attitude Toward the Ad
      3. Effects of Positive Attitudes
      4. Effects of Negative Attitudes
      5. Consumer Mood States
   3. Media Evaluation
6. Communications Feedback
7. Societal Implications of Marketing Communications
   1. Deceptive Advertising
   2. Irresponsible Advertising