MKT 100 Lecture Notes - Lecture 2: Breast Cancer Screening, Sales Promotion, Iced Tea

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Francescucci

Document Summary

Mkt 100 chapter 15 advertising, sales promotion, and personal. Aida model a common model of the series of mental stages through which consumers move as a result of marketing communications: Attention leads to interest, which leads to desire, which leads to. Also can be think, feel, do : attention. Senders irst must gain the attention of the consumers. Multichannel approach increases the likelihood the message will be received. Aided recall occurs when consumers recognize the brand when its name is presented to them. Top-of-mind awareness a prominent place in people"s memories that triggers a response without them having to put any thought into it. Example: when you think about a motorcycle & it"s. After the customer is aware, they must be persuaded. The customer must want to further investigate the product/service. Marketers do this by ensuring that ad"s message includes attributes that are of interest to the target audience: desire.