COMMERCE 2MA3 Lecture Notes - Lecture 15: Sales Promotion, Ethical Dilemma, Puffery
11 Dec 2016
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Good marketing campaign eased switch from print to online version. Need to get people to move through the different stages. Interest generating brand: talks about benefits of brand. Attention: what is the brand and what product category is it in. There are a number of awareness metrics, from aided recall to top of mind awareness. Get people from i like the product to i want the product. Can also get people to talk positively about the brand to others. One ad may not be good enough to change your actions. Hard to know what ad got you to purchase if you saw multiple ads. >this is in the attention stage of the model. 4 things that make it advertising: paid, identifiable source, from communication channel, persuade you to take action. Tell customers what product is, how it can help you. Work well for products like milk (know the benefits but forget)
