MCS 3620 Lecture 9: MCS3620 Lecture 9: Advertising Planning: Creative

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Tim Dewhirst

Document Summary

Product positioning: developing a specific marketing mix to influence potential customer"s overall perception of a brand, product line, or organizational in general, position is the place a product, brand, or group of products occupies in consumers" minds relative to competing offerings, consumer perceptions (not actual differences between products) are the critical issue, ex. Involvement: primary determinant of how consumers reach purchase decisions, refers to the importance that consumers attack to the purchase of a particular product, a person"s perceived relevance of an object based on inherent needs, values, and interests, high involvement, products perceived to be personally important, product is relatively expensive or high priced, consumer lacks relevant information about the product, risks associated with making bad decision are high, product offers potentially great benefits to the buyer, characteristic of frequently purchase low priced goods, low involvement, types of involvement, cognitive involvement: at a rational level, affective involvement: at an emotional level.