ADM 2320 Lecture Notes - Lecture 15: Telemarketing, Puffery, Teleconference
9 Dec 2017
School
Department
Course
Professor
Document Summary
Chapter 15: advertising, sales promotions, and personal selling. The aida model: a common model of the series of mental stages through which consumers move as a result of marketing communications, awareness: a multichannel approach increases the likelihood the message will be received; Senders first must gain the attention of the consumers. Aided recall: occurs when consumers recognize the brand when its name is presented to them. response without them having to put any thought into it. Top-of-mind awareness: a prominent place in people"s memories that triggers a messages should move the consumer from (cid:498)i like it(cid:499) to (cid:498)i want it. (cid:499) Social marketing: the application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment. Sales force training: the training gives a company"s sales force more in-depth product knowledge, which enhances their confidence in the product and increases the likelihood of future sales.
