MKT 100 Lecture Notes - Lecture 12: Teleconference, Viral Marketing, Marketing Buzz

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

Document Summary

Week 12: mkt100: chapter 15: advertising, sales promotion and personal selling. The model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message: attention. Indepth steps of the aida model: awareness; Senders first must gain the attention of the consumers. A multichannel approach increases the likehood the message will be received: interest, desire, action: 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. Types of advertising ( i p r: informative advertising; Early in the plc, firms use informative advertising to educate consumers about the products/service: persuasive advertising; Generally, occurs in the growth and early maturity stages of the plc when competition is most intense. In the later stage, plc may be uses to reposition an established brand: reminder advertising.