COMMERCE 2MA3 Lecture Notes - Lecture 14: Nova, Media Mix, Personal Selling

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 2MA3
• Professor: Bharat L Sud

Document Summary

Usually target audience and target market is the same. Differences: kids cereal-> kids and parents marketed to, toys-> to if fun (for kid) but educational (for parents) Transmitter-> encodes the marketing message i. e. slogans and images (want consumers decode to be the same as transmitters encode) I. e. chevy nova in south america -> (cid:396)e(cid:272)ei(cid:448)e(cid:396)s i(cid:374)te(cid:396)p(cid:396)eted as so(cid:373)ethi(cid:374)g that (cid:449)o(cid:374)"t (cid:373)o(cid:448)e. Noise from environment: other ads, noise around the person looking at the ad, etc. Feedback: i. e. sales, brand awareness, how effective ad was via surveys. > a customer telling their friend about a purchase. With rational ads use still images or printouts. Coffee portrays breakfast, light portrays morning but hard to notice or see brand. Brand name is not clear, not clear that this is its first breakfast food. I. e. movies and tv shows that characters in the tv show are watching.