REC 314 Lecture Notes - Lecture 9: Goodlife Fitness, Janel Mccarville, Air Canada Centre

• School: University of Waterloo
• Department: Recreation and Leisure Studies
• Course: REC 314
• Professor: Bob Copeland

Document Summary

Communica)ng value (via promo)onal methods) This week: lectures: communica)ng value, thursday: micro- themed reac)on paper #2. Think of a recent product or service you purchased in response to some form of communication e. g. an ad, recommendation, sales call, special offer. Make it turnkey easy for the media to cover your event. Tell stories personalize and humanize the issue . Par)cipants whose views match those being promoted may be an easy sell . High involvement is characterized by increased program relevance, client mo)va)on, and product knowledge. (mccarville, 2002) Push: taking the product to the ____________ Reaches the nal consumer by pushing the programs/ services through the provider"s. Pull: ge9ng the customer to ______________ Creates ______________ for the program/service among end users. ________________________________________for whom the message is intended. Stages of readiness: clients" readiness or ability to respond to the message. Six stages of readiness: awareness, knowledge, liking, preference, convic)on, purchase/behaviour.