COMMERCE 2MA3 Study Guide - Final Guide: Telemarketing, Puffery, Sales Promotion
27 Apr 2018
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Chapter 15: Advertising, Sales Promos, and Personal Selling
Advertising – The AIDA Model
• A common model of the series of mental stages through which consumers move as a
result of marketing communications: Attention leads to Interest, which leads
to Desire, which leads to Action.
Attention – senders must gain attention of the consumers; multichannel increases
likelihood of message received
• Aided Recall
o Occurs when consumers recognize the brand when its name is presented to
them.
• Top-of-Mind Awareness
o A prominent place in people’s memories that triggers a response without
them having to put any thought into it.
Interest – persuade customer by providing more information
Desire – move from “I like it” to “I want it”
Action - ultimate goal of any marketing communication is to drive the receiver to action.
Lagged Effect
• A delayed response to a marketing communication campaign.
Advertising Objectives
• Informative Advertising
o Communication used to create and build brand awareness, with the ultimate
goal of moving the consumer through the buying cycle to a purchase.
• Persuasive Advertising
o Communication used to motivate consumers to take action.
• Reminder Advertising
o Top of mind awareness
o Communication used to remind consumers of a product or to prompt
repurchases, especially for products that have gained market acceptance and
are in the maturity stage of their life cycle.
• Focus of Advertisements
o Product-Focused: Used to inform, persuade, or remind consumers about a
specific product or service.
o Institutional: Used to inform, persuade, and remind consumers about issues
related to places, politics, an industry, or a particular corporation.
• Product Placement
o inclusion of a product in non-traditional situations, such as in a scene in a
movie or TV program.
• PSA
o Advertising that focuses on public welfare and generally is sponsored by
non-profit institutions, civic groups, religious organizations, trade
associations, or political groups; a form of social marketing.
• Social Marketing
o The application of marketing principles to a social issue to bring about
attitudinal and behavioural change among the general public or a specific
population segment.
Regulation/Ethical Issues
Puffery
• The legal exaggeration of praise, stopping just short of deception, lavished on a
product.
Sales Promotion
Document Summary
Chapter 15: advertising, sales promos, and personal selling. Advertising the aida model: a common model of the series of mental stages through which consumers move as a result of marketing communications: attention leads to interest, which leads to desire, which leads to action. Interest persuade customer by providing more information. Desire move from i like it to i want it . Action - ultimate goal of any marketing communication is to drive the receiver to action. Lagged effect: a delayed response to a marketing communication campaign. Puffery: the legal exaggeration of praise, stopping just short of deception, lavished on a product. Deals: a type of short-term price reduction that can take several forms, such as a. Featured price, a price lower than the regular price; a buy one, get one free offer; or a certain percentage more free offer contained in larger packaging.
