MKT 100 Lecture Notes - Lecture 13: Customer Switching, Personal Selling, Sales Promotion

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Senders must first gain the attention of the consumers. A multichannel approach increases the likelihood the message will be received. After the customer is aware, they must be persuaded. The customer must want to further investigate the product/service. Purchase is just one type of action. Advertising does not always have an immediate impact. Difficult to determine which exposure led to purchase. Early in the plc, firms use informative advertising to educate consumers about the product/service. When a product has gained a certain level of brand awareness, firms use persuasive advertising to motivate consumers to take action. Generally occurs in the growth and early maturity stages of the plc when competition is most intense. In the later stage of the plc may be used to reposition an established brand. After the products have gained market acceptance. Regulation is a mix of formal laws and informal regulations. Designed to protect consumers from deceptive practices.