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

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

Trial: category trial, brand trial (possibly via brand switching, brand re-trial (possibly via brand switching) Shopping (examples: retail sales visit, word of mouth communication. Repeat purchase (usually select 1 or 2 from the 9 available for a single target audience: rate, how often to purchase, options (maintain, lengthen, shorten, amount, how much to purchase each occasion, options (maintain, increase, decrease) Timing: when to purchase, options (maintain, accelerate, delay) Category need: omit, if assumed to be present, remind, if forgotten (or potentially forgotten) Brand awareness universal for all imc: recognition brand choice is at point of purchase, recall brand choice is prior to point of purchase. Establish, if unaware: maintain, if maximally favourable. Increase, if moderately favourable: modify, if moderately favourable, change, if negative. Brand purchase intention: assume, for low involvement persuasion target audience, generate, for high involvement persuasion target audience. Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective.