COMMERCE 2MA3 Lecture Notes - Lecture 9: Brand Awareness, Channel (Communications), Sales Promotion
29 Nov 2018
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Interest: communication must work to increase his or her interest level, consumers must be persuaded that product is worth investigating, desire, action. Instilling the i want it : ultimate goal is to drive the receiver to action; making them interested enough to purchase as a means to satisfy a specific desire of theirs, the lagged effect. Lagged effect- a delayed response to a marketing communication campaign: advertising objectives, communication channel that is designed to persuade the receiver to take some action, now or in the future. Institutional advertisements- used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation: product placement. Social marketing- the application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment. Regulatory and ethical issues in advertising: puffery- the legal exaggeration of praise, stopping just short of deception lavished on a product.
