CCT302H5 Lecture Notes - Lecture 3: Speeders, Customer Satisfaction, New Media
25 Sep 2017
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Document Summary
Communication objectives: create awareness around new ingredient. Action and response: think options and contingency tables. Message/media strategy: emotional vs rational, tone and style, verbal vs nonverbal, media placement/mix. Innovators successfully, sophisticated, take charge people with high self-esteem. Active consumers with purchases reflecting their cultivated tastes for upscale, niche products, and services. Image is important to innovators, not as evidence of status or power, but as an expression of their innovators. Motivated by ideals, mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. Well educated and informed, they actively seek out information in the decision-making process. Although financially well-rewarded, thinkers are conservative, practical speeders. Conventional people with concrete beliefs, based on traditions and established codes: family, religion, community, and the nation. Politically conservative, they highly respect authority and the status quo. They value consensus, predictability, and stability over risk and self-discovery. With many wants and needs, achievers are active in the consumer marketplace.
