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Chapter 15

MKT 100 Chapter Notes - Chapter 15: Retail

Course Code
MKT 100
Fathima Saleem

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Chapter 15: Advertising, Sales Promotions, and Personal Selling
a model of the mental stages that consumers move through as a result of markeng
communicaons: enon leads to nterest, which leads to esire, which leads to con
Also known as the think, feel, do model
oSender must rst gain the aenon of consumers
ooccurs when consumers recognize the brand when its name is presented to them
oa prominent place in people’s memories that triggers a response
without them having to put any thought into it
a!er the consumer is aware of the product/company, they must be persuaded to further
invesgate the product/service
moving consumers from “I like it” to “I want it
  a delayed response to a markeng communicaons campaign
Adversing is not free, must be carried by some medium (TV, radio, Internet), the source of the
message must be known, a form of persuasive communicaon
Adversing objecves: inform, persuade, and remind
communicaon used to create and build brand awareness, with the ulmate
goal of moving the consumer through the buying cycle to a purchase
oAlso includes informing them about a new product or upcoming sales event
oUsed early in the PLC t to educate consumers about the product/service
$%communicaon used to movate consumers to take acon: switch to your
brand, try a new product, or connue to buy the product
oOccurs in the growth and early maturity stages of the PLC when compeon is most intense
oMay also be used to reposion an established brand
 communicaon 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
oUsed a!er the product gained market acceptance
oTo maintain top-of-the-mind awareness
Can be aimed at both end-consumers (pull strategy) or channel members (push strategy)
Used in conjuncon with other forms of IMC to smulate demand
Can be used for both short-term objecves (sales) or longer-term objecves (customer loyalty)
Short-term sales free samples, POP displays
Long-term customer loyalty loyalty programs, contests, sweepstakes
'%a discount on the price of specic items when theyre purchased
oLow redempon rates but allows direct tracing of sales (o2ers a lot of data on consumers)
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