BU352 Chapter Notes - Chapter 15: Telemarketing, Puffery, Pulitzer Prize For Public Service
Document Summary
The aida model: a common model of the series of mental stages through which consumers move as a result of marketing communications: attention leads to interest, which leads to desire which leads to action: attention. Aided recall: occurs when consumers recognize the brand when its name is presented to them. Top-of-mind awareness: a prominent place in people"s memories that triggers a response without them having to put any thought into it: interest, desire, action, the lagged effect: a delayed response to a marketing communication campaign. Advertising objectives: legitimate, public, repetition, expensive, inform. In the growth and early maturity stages or later stage of the plc. Motivate consumers to take action: remind. After the products have gained market acceptance. Product-focused advertisements: used to inform, persuade, or remind consumers about a specific product or service. Social marketing: the application of marketing principles to a social issue to bring about altitudinal and behavioural change among the general public or a specific population segment.
