COMMUN 105 Lecture Notes - Lecture 1: Brand Equity, Econometrics, New Media
Document Summary
T: he consumer path to purchase is often shorter in length, less hierarchical, and more complex. What each communication attempt needs to do well depends on the messages that came before and the ones that will come after. The basic functioning of the model: a bottom-up communications matching model. Identifies the communication options that have the greatest ability to satisfy consumers" brand- related information needs at different stages of the consumer decision journey. Two streams of research: micro approaches that use consumer psychology and consumer-information- processing principles to study multimedia campaigns and the strengths and weaknesses of different media in achieving different goals. Three considerations: consistency, complementarity, a top-down communication optimization model. Main effects of different media: research findings: among traditional media options, catalogs most strongly influenced sales and profit, followed by tv and direct mail. Magazines, online display advertising, and social media had no significant association with purchase incidence or outcomes.
