ANTHROP 1AA3 Study Guide - Quiz Guide: Direct Marketing

• School: McMaster University
• Department: Anthropology
• Course: ANTHROP 1AA3
• Professor: Ann Pearson

Document Summary

Method of communication with the market with intentions of selling a product. Inform: alert the market about the firm"s product. Remind: reminder techniques to retain customer awareness and interest. Above the line- use of mass media. Below the line- the use of non-mass media. Push promotions- relying on intermediaries to push out the product to consumers: sell it. Pull promotions- creating a desire for a product to make consumers want to buy it. Atl: television, radio, cinema, newspaper, magazine, outdoor ads. Btl: branding, slogans, logos, packaging, word of mouth, direct marketing, direct mail, sales, promotion, sponsorship, publicity. Attention: raise existing and potential customer awareness. Desire: create a want for a product. Action: encourage customers to buy the product. Used to shape and develop awareness, perception, knowledge and attitude. Promotional techniques that rely on sales representatives directly helping persuade customers to make a purchase.