Business Administration 3301K Lecture Notes - Lecture 18: Puffery, United States, Telemarketing

• School: Western University
• Department: Business Administration
• Course: Business Administration 3301K
• Professor: Angela White

Document Summary

Also known as the think, feel, do model: brand awareness is the strength of the link between the brand name and the type of merchandise or service in the minds of customers, aided recall: occurs when consumers recognize the brand when its name is presented to them, top of mind awareness: the highest level of awareness, occurs when a brand has a prominent place in people"s memories that triggers a response without them having to put any thought into it. Advertising objectives: unlike public relations, advertising is not free, someone has paid to get the message shown, advertising must be carried by some medium, legally, the source of the message must be known or knowable, advertising represents a persuasive form of communication, designed to get the, some activities that are called advertising really are not, such as word of mouth or consumer to take some action political advertising.