MKTG-290 Study Guide - Final Guide: Store Brand, Fear Appeal, Normative Social Influence
Document Summary
Mktg exam 4 study guide: communications objectives, establish need for category i. ii. Establishing a product or service category as necessary for removing or satisfying a perceived discrepancy between a current motivational state and a desired motivational state. A new-to-the-world product such as electric cars will always begin with a communications objective of establishing category need: build brand awareness i. ii. iii. Fostering the consumer"s ability to recognize or recall the brand in sufficient detail to make a purchase. Brand recall is important outside the store" brand recognition is important inside the store: build brand attitude i. ii. Helping consumers evaluate the brand"s perceived ability to meet a currently relevant need. Relevant brands needs may be negatively oriented (problem removal, problem avoidance, incomplete satisfaction, normal depletion) or positively oriented (sensory gratification, intellectual stimulation, or social approval) d. Influence brand purchase intention: moving consumers to decide to purchase the brand or take ii. purchase-related action.
