MKTG10001 Lecture Notes - Lecture 13: Lastminute.Com
3 Jun 2018
School
Department
Course
Professor
MKTG10001 Semester 1 – Message Content & Budget Determination
Purchase Motivation & the Role of Information
• Negative - informational, issue relevant comparisons, data
• Positive - transformational, music, images
• However, for high involvement products e.g. TV positive motivation, but
expensive - do both kinds of advertising e.g. transformational at beginning,
informational at end
Sales Promotion & Immediate Purchasing Action
• Promotions tend to be last-minute e.g. in-store, 2 for 1, etc.
Measuring Results & Budget Determination
• Effective Frequency
o Optimum range of exposures in an advertising cycle that maximises
target's disposition to act
• Attention wear out - customer already has accepted/rejects, don’t need more
reminding
• Acceptance wear out - "shut up already"; can actually damage brand
• n: range moves based on different factors e.g. loyal customers - lower n
o Optimum range depends on:
• Audience brand loyalty
• Message creativity
• Potential for interpersonal influence e.g. fashion, technology
