Management and Organizational Studies 2320A/B Chapter Notes - Chapter 15: Sales Promotion, Personal Selling, Breakcore
19 Jun 2020
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Chapter 15: advertising, sales, promotion, and personal selling. To create effective advertising, marketers must understand how communications work. The most common model for doing this is the aida model a common model of the series of mental stages through which consumers move as a result of marketing communication: If marketing communications to not get the attention of its audience, they are pointless. Goal is to invoke brand awareness (link between brand name and type of. Once consumers are aware of the company/product, communications are used to. Interest gauge and create interest. interest to the target audience. Consumers must be persuaded that it is a product worth investigating. Marketers do this by ensuring that the ad"s message includes attributes that are of. Goal of the firms marketing communications should be to move the consumer from. The ultimate goal of any marketing communication is to drive the receiver to action.
