MKT 100 Chapter Notes - Chapter 15: Retail

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Chapter 15: advertising, sales promotions, and personal selling. Aida model: a model of the mental stages that consumers move through as a result of marketing communications: attention leads to interest, which leads to desire, which leads to action. Also known as the think, feel, do model. Interest: after the consumer is aware of the product/company, they must be persuaded to further investigate the product/service. Desire: moving consumers from i like it to i want it . Lagged effect: a delayed response to a marketing communications campaign. Advertising is not free, must be carried by some medium (tv, radio, internet), the source of the message must be known, a form of persuasive communication. Can be aimed at both end-consumers (pull strategy) or channel members (push strategy) Used in conjunction with other forms of imc to stimulate demand. Can be used for both short-term objectives (sales) or longer-term objectives (customer loyalty) Long-term customer loyalty loyalty programs, contests, sweepstakes.