MKT 100 Lecture Notes - Lecture 12: Root Mean Square, Sales Promotion, Product Red

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

The aida model model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Senders rst must gain the attention of the consumers. A multichannel approach increases the likelihood the message will be received. After the customer is aware, they must be persuaded. The customer must want to further investigate the product/service. Advertising does not always have an immediate impact multiple exposures are often necessary dif cult to determine which exposure led to purchase. Advertising - paid message, delivered through media, must have identi able source, designed to persuade. Early in the plc, rms use informative advertising to educate consumers about the product/service persuade. Generally occurs in the growth and early maturity stages of the plc when competition is most intense. In the later stage of plc may be used to reposition an established brand remind.