Management and Organizational Studies 2320A/B Lecture : Chapter 14 & 15 Lecture Notes
12 Dec 2011
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The lack of measurement either they don"t measure (lack of follow through on measurement side) or they have chose tactics or activities that are extremely difficult to measure such as mass advertising. Consistency and clarity to the audience means > You will be able to pick a medium that speaks to their own identity. You can make a connection with the person. The communications process: an effective promotional message accomplishes three tasks (when designing a campaign you need these 3 tasks: It achieves understanding by both receiver and sender. It stimulates or knowledge the receiver"s needs and suggests an appropriate method of satisfying them. Steps in developing effective marketing communication: determining the communication objectives, marketers seek a purchase response that results from a consumer decision- making process that includes the buyer-readiness stages: Awareness > i feel there"s a gap and i"m going to seek more knowledge. When you repurchase something you come back to the preference stage.
