Management and Organizational Studies 2320A/B Chapter Notes - Chapter 15: Brand Awareness, Product Placement, Multiple Exposure

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Chapter 15 - advertising, sales promos, personal selling. Interest: once they are aware, communications must be had to maintain their interest in the product, they do this by ensuring that the messages in ads have attributes of interest included. Desire: the messages should move the consumer from "i like it" to "i want it" If the consumer likes it enough, they will be driven to purchase it. Lagged effect - delayed response to a marketing communication campaign. It takes multiple exposure attempts before the consumer fully processes its message. Advertising: advertising is not free, it must be communicated through some kind of medium and the source has to be known or knowable. It represents a persuasive form of communication, meant to convince someone to take some form of action. Informative advertising - communication used to create and build brand awareness, with the goal of moving the consumer through the buying cycle to a purchase.