ADVT 1940 Lecture Notes - Lecture 1: Personal Selling, Online Advertising, Sales Promotion
23 Aug 2016
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Document Summary
The goal of the marketer is to get through noise and clutter in order to get their customers. Noise and clutter- all the distractions out there. What you choose to process depends on your own personal needs. Example: if you do not live in a cold climate then you will not process north face ads. In marketing the framework has to match the product you are trying to market. The framework is the olympics which is sports and under armor is for athletes. Brand loyalty- every company strives for brand loyalty. Which is when a consumer consistently buys that brand. The product can be either a need or a want. Need-something you have to have in order to survive. Product names need to be catchy, send a message to the consumer, marketers convey messages to consumers through a products name. Example: lean cuisine- when you think of lean you think skinny and maybe healthy.
