Management and Organizational Studies 2320A/B Chapter Notes - Chapter 15: Brand Awareness, Sales Promotion, Personal Selling

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

Document Summary

Chapter 15 advertising, sales promotions, and personal selling. Marketing communication is not a straightforward process. Generally, marketing communications move consumers step-wise through a series of mental stages for which there are several models. At each stage, the consumer makes judgments about whether to take the next step in the process. Brand awareness refers to a potential customer"s ability to recognize or recall that the brand name is a particular type of retailer or product/ service. Even if someone passed over or ignored one of the communication channels, another channel would likely catch the customer"s attention. Once the consumer is aware that the company or product exists, communication must work to increase his or her interest level. Consumers must be persuaded that it is a product worth investigating. The goal of subsequent messages should move the consumer from i like it to i want to . The ultimate goal of any marketing communication is to drive the receiver to action.