BU352 Chapter Notes - Chapter 15: Personal Selling, Brand Awareness, Telemarketing
Document Summary
Chapter 15: advertising, sales promotions, and personal selling. Interest (feel: knowing a brand exists but also must communicate to increase interest level. Milk from dairy farmers association because people tend to stop drinking milk into their teens: focus of advertisements, product-focused advertisements: used to inform, persuade or remind consumers about a specific g/s. Institutional advertisements: inform, persuade and remind consumers about issues related to politics, an industry or corporation: ex. Got milk? campaign by the dairy farmers: product placement. Including your product in non-traditional situations like in a movie or tv: sometimes you don"t have to pay, ex. Internet safety campaigns: broadcasters must devote time to this. Sales promotion: consumer sales promotions, coupons: discount on price of specific items when they are purchased. Toys in cereal packaging: free perfume samples in the mail, effective when consistent with brand"s message and image and highly desirable to the target market, contest: brand sponsored competition that requires skill or effort.
