MKT 100 Study Guide - Final Guide: Social Marketing, Puffery, Telemarketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Chapter 15: adverising, sales promoions & personal selling. The aida model: a common model of the series of mental stages through which consumers move as a result of markeing communicaions. awareness -> interest -> desire -> acion. Aided recall: occurs when consumers recognize the brand when its name is presented to them. Top-of-mind awareness: prominent place in people"s memories that triggers a response without them having to put any thought into it. Lagged efect: a delayed response to a markeing communicaion campaign. Informaive adverising: communicaion used to create and build brand awareness, with the ulimate goal of moving the consumer through the buying cycle to a purchase. Persuasive adverising: communicaion used to moivate consumers to take acion. Reminder adverising: communicaion used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.