MKT 100 Lecture Notes - Public Service Announcement, Customer Switching, Ethical Dilemma

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Aida model: attention interest desire action (increases over time think feel and do in direct correlation with attention interest desire action) Interest customer must be persuaded once they are aware customer must want to further investigate product: awareness/attention: Multichannel approach increases likelihood the message will be received: desire, action. Other actions: talk with others about product (word of mouth) or testing (try product) Lagged effect: advertising doesn"t always impact immediately and multiple exposures needed, hard to determine which exposure led to purchase. Paid message, delivered through media, must have identifiable source, designed to persuade (volvo is good example of advertising) Under canadian media laws, broadcasters must devote time to psas. Puffery: bluffing (pomegranate ad: it"s been around for 5000 years. Stealth marketing: customers don"t know (girl who got hired by blackberry to go to restaurants in nyc and ask people to take pictures with her z10 to gain exposure for the phone)