MKT 100 Lecture Notes - Lecture 13: Marketing Buzz, Linkedin, Viral Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Chapter 15: advertising, sales promotion and personal selling. Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention senders first must gain attention of the consumers. A multichannel approach increases likelihood the message will be received. Interest after the customer is aware, they must be persuaded. The customer must want to further their investigation. Lagged effect a delayed response to a marketing communication campaign. Advertising does not always have an immediate impact on sales. Difficult to determine which exposure led to purchase. Designed to persuade moving the consumer through the buying cycle to a purchase. Informative advertising communication used to create and build awareness, with the ultimate goal of. Persuasive advertising communication used to motivate consumers to take action. Generally occurs in the growth and early maturity stages of the plc when competition is most.