MKT 510 Chapter Notes - Chapter 6: Brand Equity

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Marla Spergel

Document Summary

Advertising: television, radio, print, website, online, ad. Promotions: short term trial to encourage trial/usage of product/service. Event marketing and sponsorship: public sponsorship of events/activities related too: Social cause this allows marketers to become part of a special moment in consumers lives. Public relations and publicity: related to programs which are designed to promote a company"s image or its individual product. Buzz marketing: product enters market with little fan but it is still able to attract strong customers. Voice of brand that can establish a dialogue and build relationships with customers, allows marketers to inform display, persuade, provide incentives and remind customers directly/indirectly. Evaluate all communication options which will create knowledge structures according to effectiveness criteria. Coverage: what proportion of target audience is reached by communication. Commodity: extent to which information conveyed by different communication options share meaning. Complementarity: associations and linkages that are emphasized across communication options. Versatility: information contained in a communication option works with different types of consumers.