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MKT100- Chapter 15 Notes

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MKT 100
Laila Rohani

Chapter 15 Notes - Advertising, sales, promotion and personal selling - AIDA Model: attention interest desire action (increases over time… think feel and do in direct correlation with attention interest desire action) 1. Awareness/Attention: - Senders must gain attention of consumers - Multichannel approach increases likelihood the message will be received 2. Interest - customer must be persuaded once they are aware - customer must want to further investigate product 3. Desire - You like it? You want it? 4. Action - Purchase is just one type of action - Other actions: talk with others about product (word of mouth) or testing (try product) - Lagged effect: advertising doesn’t always impact immediately and multiple exposures needed, hard to determine which exposure led to purchase Advertising: - Paid message, delivered through media, must have identifiable source, designed to persuade (Volvo is good example of advertising) - Objectives of advertising: - 1. Inform: early in PLC, firms use info advertising to educate about product - 2. Persuasive advertising: growth/early maturity in PLC when competition intense, maybe used later to reposition brand - 3. Remind: top of the mind awareness, after products gained mkt acceptance Social marketing: - PSA (public service advertising) - Under Canadian media laws, broadcasters must devote time to PSAs Regulations and ethical issues: - Messages with economic motivation - Fact based… ex: advertising and direct mkt - Messages with no economic motivation - Paid messages - Protected under charter of rights - EX: PR Puffery: bluffing (pomegranate ad: it’s been around for 5000 years. Drink it and you might be too) Stealth marketing: customers don’t know (girl who got hired by blackberry to go to restaurants in NYC and ask people to take pictures with her z10 to gain exposure for the phone) Viral marketing: mkt phenomenon encouraging people to pass along mkt message to other potential customers… no current regulations Ethical dilemma: - Product RED Sales promotions: - Targeted at end user consumers or channel members - Used in push or pull strategies Types of promotion: Coupons: stimulate demand… encourages retail support and has low redemption rate Deals: encourage trial… reduces consumer risk and may reduce perception of value Premiums: builds goodwill… increases perception of value, consumers buy for premium not product Contests: increase consumer involvement… generate excitement, requires creativity Product placement: demonstrate product use. Display product non-traditionally, product can be overshadowed Sweepstakes: encourage high competition. Minimize brand switching among existing consumers, sales decline later Samples: encourage trial. Offers direct in
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