MARK 3000 Chapter Notes - Chapter 17: Search Engine Marketing, Ambush Marketing, Integrated Marketing Communications

• School: University of Georgia
• Department: Marketing
• Course: MARK 3000
• Professor: Grantham

Document Summary

Dark knight movie: gotham city interactive game spread across the world. Bing & jay-z releasing pages of his book all over the world. Represe(cid:374)ts the promotion di(cid:373)e(cid:374)sio(cid:374) of the four p"s: three elements: consumer, the channels, and the evaluation of the results. Steps do not always have to go in order: in an impulse purchase a consumer feels/does before they think. Ex: evian water babies commercial: think/awareness campaign (cid:862)dri(cid:374)k pure a(cid:374)d (cid:374)atural(cid:863) A multichannel approach increases the likelihood the message will be received. Brand awareness: potential customers ability to recognize or recall that the brand name is a particular type of retailer or product. Aided recall: when consumers can indicate they know the brand when the name is presented to them. Top-or-mind awareness: highest level of awareness; occurs when consumers mention a specific brand name when they are asked about a product: memorable name/repeated exposure, ex: disney. Consumer must be convinced that it is a product worth further investigating.