ADMS 3220 Lecture Notes - Customer Relationship Management
14 Apr 2013
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Document Summary
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.
