1. Message Exposure
Messages can be sent out two ways.
The first is through mass media, intended for everyone and anyone to see.
The second is through controlled media, which is intended only for a certain audience.
2. Accurate Dissemination of the Message
2. Accurate Dissemination of the Message
Media gatekeepers keep media consist through all forms of media.
3. Acceptance of the Message
The audience believes the message.
4. Attitude Change Since the audience now believes the message, they decide they are going to make a
personal change because of it.
5. Change in Overt Behavior
3. Acceptance of the Message
The audience believes the message.
4. Attitude Change Since the audience now believes the message, they decide they are going to make a
personal change because of it.
5. Change in Overt Behavior
The action of actually changing their behavior or purchasing a product from the message.
