ADM 3326 Lecture Notes - Lecture 5: Dagmar Marketing, Customer Switching, Promotional Mix

31 views3 pages
Ads & Sales
Date: 26/01/2014
Chapter: 5
Lecture Title:
Behavioural Objectives: Options
Trial
Category trial
Brand trial (possibly via brand switching)
Brand re-trial (possibly via brand switching)
Shopping (examples)
Retail sales visit
Electronic communication
Word of mouth communication
Repeat Purchase (usually select 1 or 2 from the 9 available for a single target audience)
• Rate
oHow often to purchase
oOptions (maintain, lengthen, shorten)
• Amount
oHow much to purchase each occasion
oOptions (maintain, increase, decrease)
• Timing
oWhen to purchase.
oOptions (maintain, accelerate, delay)
Communication Objectives: Options
Category Need
Omit, if assumed to be present
Remind, if forgotten (or potentially forgotten)
Emphasized, if new category users are targeted
Brand Awareness universal for all IMC
Recognition Brand choice is at point of purchase
Recall Brand choice is prior to point of purchase
Unlock document

This preview shows page 1 of the document.
Unlock all 3 pages and 3 million more documents.

Already have an account? Log in

Get access

Grade+
$10 USD/m
Billed $120 USD annually
Homework Help
Class Notes
Textbook Notes
40 Verified Answers
Study Guides
1 Booster Class
Class+
$8 USD/m
Billed $96 USD annually
Homework Help
Class Notes
Textbook Notes
30 Verified Answers
Study Guides
1 Booster Class