Respondents who are familiar with the

product can be asked how they feel towards

it, using the favorability scale:

Very Somewhat Somewhat Very

Indifferent
Favorable Favorable Unfavorable Unfavorable
 Favorable
Attitude

B A
Low High
Familiarity Familiarity

C D

Unfavorable
Attitude
Facts corner….

Hush Puppies brand of casual shoes lost its

fashionable image. Then a fashion designer
used Hush Puppies dyed in bright colors. The
Hush Puppies image went from stodgy to
avant-garde. And once the “new” Hush Puppies
were in demand, sales went from under
30,000 pairs in 1994 to 1.7 million pairs in
1996.
 B. Determining the
Communication Objectives