MKT 100 Chapter Notes - Chapter 15: Product Placement, Telemarketing, Loyalty Program
28 Jun 2018
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MKT Chapter 15 - Advertising, sales, promotions and personal selling
Advertising
AIDA Model - a common model of the series of mental stages through which
consumers move as a result of marketing communications: Awareness leads to
Interest, which leads to Desire which leads to Action
Three types of responses: think, feel and do
Awareness (brand awareness)
oAided recall - occurs when consumers recognize the brand when its
name is presented to them
oTop of mind awareness - a prominent place in people’s memories
that triggers a response without them having to put any thought into
it
Interest (communication to increase interest)
oEnsuring that the ad’s message includes attributes that are of interest
to the target audience
Desire
oGoal of subsequent messages are to move the consumer from liking
the product to wanting it
Action (drive the receiver to action)
Lagged effect - a delayed response to a marketing communication campaign
Informative advertising - communication used to create and build brand
awareness, with the ultimate goal of moving the consumer through the buying cycle
to a purchase
Persuasive advertising - communication used to motivate consumers to take
action
Reminder advertising - communication 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
Product-focused advertisements - used to inform, persuade or remind consumers
about a specific product or service
Institutional advertisements - used to inform, persuade or remind consumers
about issues related to places, politics, an industry or a particular corporation
Public Service announcement (PSA) - advertising that focuses on public welfare
and generally is sponsored by nonprofit institution, civic groups, religious
organizations, trade associations, or political groups, a form of social marketing
Social marketing - the application of marketing principles to a social issue to bring
about attitudinal and behavioural change among the general public or a specific
population segment
Puffery - the legal exaggeration of praise, stopping just short of deception, lavished
on a product
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