BU352 Lecture Notes - Lecture 15: Ibm Officevision, Videotelephony, Cognitive Dissonance
Document Summary
Chapter 15: advertising, sales, promotions, and personal selling. Grab attention of customers, get their interest, desire your product, and act for your product. Jump perceptual screens, how to get them aware of your product/interested. Message might be giving to people today, but it takes time for them to take action and buy the product. Repeat things 3 times minimum for people to remember (theory of psychology) Difficult to determine which exposure led to purchase. Delivered through a communication channel (flyers, tv, newspaper) Persuade: happens throughout product life cycle, mostly in maturity; constant. Remind: done in decline (product life cycle) remind consumers to buy product. Product-focused: product (g/s) of company that we talk about (promote product) Institutional: philosophy/cause of institution is talked about in communication method (promote philosophy) Example: a scene in a movie, music videos. Matrix movie people are always using apple products.
