MKT 100 Lecture Notes - Lecture 12: Sales Promotion, Guerrilla Marketing, Viral Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Khalil Rohani

Document Summary

Importance of pr has grown as cost of other media has increased (cid:498)free(cid:499) media attention. Consumers becoming more sceptical about marketing, pr becoming more important. Interest: after the customer is aware, the must be persuaded, the customer must want to further investigate the product/service. Desire: i like it -> i want it. Action: purchase is just one type of action. The lagged effect: lagged effect: a delayed response to a marketing communication campaign, advertising does not always have an immediate impact, multiple exposures are often necessary, difficult to determine which exposure led to purchase. Informative advertising: communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. Puffery: the legal exaggeration of praise, stopping just short of deception, lavished on a product. Can be targeted at either the end user consumers or channel members; can be used in either push or pull strategies.