MRKT 354 Lecture Notes - Lecture 7: Problem Solving, Social Media Marketing, Target Market
Document Summary
Imc: the strategies coordination of all messages and media used by an organization to collectively influence its perceived brand value. Traditional advertising response model: an effective marketing communications effort begins with building awareness and understanding of the message among target customers. A successful effort then creates an intent to purchase among a significant number of target customers. Cri= exposure x awareness x understand x intend to buy x purchase. Causes of low customer response: low level of market reach usually occurs because the wrong media were chosen or the media were too narrow. Ex: a golf ball manufacturer wants to reach golfers and through a variety of media reaches 63 percent of its target customers. To obtain a target market reach greater than. If the cost of the incremental reach were more than the incremental economic benefit that was derived from it then the business would not want to go beyond its current level of target market reach.
