JOUR 001 Lecture Notes - Lecture 26: Decision Rule
26 Nov 2020
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Document Summary
These methods make it virtually impossible to forget the brand. For routinely purchased items, consumers rely on a simple and easy decision rule : buy what you remember. To achieve sales in the absence of advertising, advertisers must sign on for a lot of advertising, at least initially. Tough to build recall in cluttered environment. Consumers may learn a slogan or jingle only to associate it with the wrong brand. Creatives generally hate this type of advertising. Once a link has been established, it can last a long time. If advertisers are going to use the usp method, they have to be in it for. It gets old with creatives pretty fast. Gives consumer a socially acceptable defense in buying. Assumes high level of involvement, consumers have to pay attention. Generates counterarguments, may convince consumers why not to buy. Legal/regulatory challenges, make sure your reasons are legit. Again, creatives don"t like to work on these ads.
