Management and Organizational Studies 2320A/B Lecture Notes - Lecture 12: Sales Promotion, Product Red, Direct Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Ricardo Reyes

Document Summary

Newly designed forrester launched as fun, sexy. Ad recall for sexy sumos set recall record at 74% Senders first must gain the attention of the consumers. A multichannel approach increases the likelihood the message will be received. After the customer is aware, they must be persuaded. The customer must want to further investigate the product/ service. Purchase is just one type of action. Advertising does not always have an immediate impact. Difficult to determine which exposure led to purchase. Early in the plc, firms use informative advertising to educate consumers about the product/ service. Generally occurs in the growth and early maturity stages of the plc when competition is most intense. In the later stage of the plc may be used to reposition an established brand. After the products have gained market acceptance. Under canadian radio-television and telecommunications commission rules broadcasters must devote a specific amount of free airtime to psas. Protected under the charter of rights and freedoms.