BU352 Chapter Notes - Chapter 15: Puffery, Viral Marketing, Sales Management
Document Summary
After being exposed to an advertisement, consumers go through several steps before actually buying/taking action. Not always a direct link between a marketing communication and consumer"s purchase. Mental stages consumers go through as a result of marketing communications; known as the think, feel, do model. Attention sender must gain the attention of the audience; use multiple channels to send out the same message. Interest communication must work to increase their interest in the product; make sure the ad"s message includes attributes important to the target audience. Desire subsequent messages must move consumers from i like to i want . Action ultimate goal is to drive receiver to act (make a purchase) Lagged effect: delayed response to campaign; usually takes several exposures to an ad before message is fully processed. Advertising is a paid form of communication, delivered through media from an identifiable source, designed to persuade the receiver to take some form of action, now or in the future.
