| Awareness – cognitive stage
According to De Saez (2002: 84), the first step in the communication process is to attract attention. If the product/service is new, then the message must be stated in a way that raises the awareness of the customer. Awareness messages are simple, and frequently provided with eye-catching phrases, graphics or colours.
Interest and Desire – The affective stage
If the product/service is not new but under-utilized, then messages could be used to increase interest by providing more information on how the product/service fits into the lives of the customers, and the problems that the product/service solves. In terms of desire, if the goal is to help the customer decide to buy the product or service, then the messages should provide specific information, with testimonials, on how the product/service would benefit them (Reynolds, 2003: n.p).
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