MKT 100 Chapter Notes -Brand Awareness, Public Service Announcement, Telemarketing
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MKT 100 Full Course Notes
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Awareness leads to interest, which leads to desire, which leads to action. Not always followed in order (a) awareness. Senders first must gain the attention of the consumers. Multichannel approach increases the likelihood the message will be received. Brand awareness: strength of link b/w brand name and type of g/s. Aided recall: customers know brand when name presented to them. Top of mind awareness: highest level; when prominent place in memories that triggers response without them any thought (b) interest. After the customer is aware, they must be persuaded. The customer must want to further investigate the product/service (c) desire. Move from i like it to i want it (d) action. Informing the market of a price change (a) inform. Telling the market about a new product. Persuading customer to receive a sales call. Generally occurs in the growth and early the plc when maturity stages of competition is most intense.
