MCS 2600 Lecture Notes - Lecture 9: Product Placement, Narrowcasting, Viral Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Karen A.Gough

Document Summary

Make the consumer aware of the product or service. Create a positive attitude towards the product. Show us how it can solve a problem. Formal source represents either a for-profit or a not-for-profit organization. Informal source represents people you know (friends, family) or people who influence your consumption via social media or web forms. Informal sources deemed more trustworthy, therefore marketers attempt to establish positive word-of-mouth communications. Impersonal communications are organizations that develop and transmit appropriate messages. Source credibility perceived honesty of the source of the information. Reference groups groups that serve as frames of references for individuals in the consumption decisions (credible sources) Normative reference groups - references groups influencing broadly defined values or behaviour. Comparative reference groups reference groups serving as benchmarks for specific or narrowly defined attitudes or behaviour. Membership group a group to which a person either belongs to or would qualify for membership in.