MARK 453 Lecture Notes - Lecture 4: Advertising Campaign, Customer Retention, Account Executive

• School: Concordia University
• Department: Marketing
• Course: MARK 453
• Professor: Caroline Roux

Document Summary

Creative strategy applies to all of imc. No clear link between imc expenditures and revenues. Threshold effects need minimum of exposure to be efficient. Assumes sequential steps not always true ! (different kinds of sequences) The hierarchy of effects is related to the formation of attitudes. Means (message) desired end state (value) Uncover underlying goals and personal values underlying consumer choice eg : suv no sliding doors stylish design i feel trendy acceptance by my peers. Manner in which a creative appeal is presented and a message strategy is conveyed. Needs to be credible given the message. Two theoretical approaches that can assist in developing effective campaigns. Advertisers also consider the mix of visual and verbal elements. Helps to clarify the objectives of an advertising campaign. 6 sequential steps a consumer moves through when making a purchase: awareness, knowledge, liking, preference, conviction, the actual purchase. Similarities with theories regarding attitudes and attitudinal change (cognitive, affective and conative elements)