BU352 Chapter Notes - Chapter 15: Telemarketing, Cold Calling, Brand Awareness
Document Summary
Think, feel, do model: steps may not always follow the aida order. Desire: after the firm has piqued the interest of its target market, the goal of subsequent messages should move the consumer from i like it i want it . Action: ultimate goal of any marketing communication is to drive the receiver to action. If a message has caught consumers" attention and made them interested enough to consider the product as a means to satisfy a specific desire, they likely will act on that interest by making a purchase. Advertising objectives: advertising is a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future. Reminder advertising: communication used to remind consumers of a product or to prompt repurchases, used especially for products that have gained market acceptance and are in the maturity stage of their life cycle.
