MKTG 345 Lecture Notes - Lecture 5: Brand Equity

• School: Towson University
• Department: Marketing
• Course: MKTG 345
• Professor: Donald Cole

Document Summary

5: must actually be viewed and noticed to be effective, ex. People are not seeing commercials today: many people are using multiple devices at once. Be remembered: advertising recall, 3-hit theory, 1st time what is it, 2nd time what about it, 3rd time can actually purchase/have enough info, not always focused enough. Trigger action: get consumers to do something, purchase, shift in loyalty, awareness. Do they have relevant experience: other accounts/projects similar to yours, fairly recent experience since things are always changing. Conflicts: other clients/businesses that would conflict with what we have/do. Depth of services: do you produce your own work, what areas are you able to tackle, enough people for the jobs/tasks. Client retention: how long have your accounts been with you, written documentation when you started with clients. Get them to talk about themselves: focus the presentation on the company you are trying to acquire. Be passionate: a(cid:272)tuall(cid:455) (cid:271)e e(cid:454)(cid:272)ited a(cid:271)out (cid:449)hat (cid:455)ou"re pit(cid:272)hi(cid:374)g.