ADMS 3220 Lecture Notes - Customer Relationship Management
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NO CLASS OCT 31
- To create awareness/attention
- To inform consumers of products
- To persuade people – create differentiation of your good from others
- To increase sales
3 TYPES OF ADVERTISING:
Company should establish advertising objectives.
4 STEP MODEL:
1. Create awareness/attention of your brand
2. Get interest of consumer in making the purchase decision
3. Secure desire of consumer. (Ensure that consumer desires the product)
4. Make sure consumer goes through with the action of buying
Attention and interest create cognition: Increase awareness and knowledge of the brand.
Desire creates affect:
Measure advertising effectiveness:
- Profitability objectives
Explicit bargaining – Ex: Go on internet and see advert which says 25% off on aldo shoes. Aldo will be
paying money to the site for that advert on their website.
ADVERTISING AND PRODUCT LIFE CYCLE:
Introduction – Awareness and information
Growth - Enhance positive attitudes
Maturity - remind consumers
Decline - Reduction in ad spending
Cognitive ad - Engage the consumer’s brain.
1. One sided: Expresses product’s benefits. Ex – The fastest smartphone
2. Two sided: Express pros and cons. Usually stand out more and are considered more objective.
Ex - Ads for pharmaceuticals usually state the benefits as well as side effects.
Drama ad – A problem is depicted and the brand is featured as the solution. More memorable than
listing of features.
Fear ad – Use negative emotions. For a fear appeal to be effective the ad should provide a solution to
reduce the fear.
Subliminal ad – Shown fast enough that viewers cannot point to the ad. Thought to affect the
Image ad – Are more abstract; used to convey an image. Great for positioning.
Endorsement ad – Have a brand spokesperson. Ex – celebrities, experts, etc.
Cognitive Ads: (Awareness)
- Day after Recall (DAR) tests – Ask random samples of households. “Which brands did you see
- Recognition tests – When cant remember any more ads, ask “Do you remember seeing X ad?”
Affective Ads: (image and preference)
MODELS TO REMEMBER FROM TODAYS CLASS:
- RIP MODEL – REMIND, INFORM, PERSUADE.
- AIDA MODEL – ATTENTION, INTEREST, DESIRE, ACTION.
MIDTERM: (70 MINS LONG)
- 58 MCQ’S.
- CHPTS 1-8, 14, 17 and all cases upto and including Week 5. Metabical will be included.
- CASE QUESTIONS WORTH 5 MARKS. (7 questions)
- Exam out of 85 marks
- EXAMPLE OF QUESTION:
Marketers try to find out what _____ want and they try to figure out how to provide it.
- Questions about 5 C’s, STP.
- Different kinds of purchases.
- Perceptual Map
- Calculation on how to determine market size (in book)
- Umbrella branding examples (Honda, blah blah in book). Read through those.
- Brand extensions examples (Read through those)
- RFM model
- CRM definition (customer relationship management)
- Michal Porter 3 generic strategies. 3 basic Corporate strategies of wirsima and treecy.
- Case questions – What was main issue affecting the company? Recommendations? Options
(These sort of questions)
- METABICAL – Company is assessing 3 options. Which of these is not one of their options?
To persuade people create differentiation of your good from others. 4 step model: create awareness/attention of your brand, get interest of consumer in making the purchase decision, secure desire of consumer. (ensure that consumer desires the product, make sure consumer goes through with the action of buying. Attention and interest create cognition: increase awareness and knowledge of the brand. Explicit bargaining ex: go on internet and see advert which says 25% off on aldo shoes. Aldo will be paying money to the site for that advert on their website. Cognitive ad - engage the consumer"s brain: one sided: expresses product"s benefits. Ex the fastest smartphone: two sided: express pros and cons. Usually stand out more and are considered more objective. Ex - ads for pharmaceuticals usually state the benefits as well as side effects. Drama ad a problem is depicted and the brand is featured as the solution.