COMMERCE 2MA3 Chapter 15: Chapter 15
5 Dec 2016
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Document Summary
Chapter 15: advertising, sales promotion, and promotion selling. A common model of the series of mental stages through which consuemrs move as a result of marketing communications attention leads to interest, which leads to. Senders first must fain the attention of the consumer. A multichannel approach increases the likelihood the message will be received. There are a number of awareness metrics, from aided recall to top of mind awareness. Aided recall: occurs when consumers recognize the brand when its name is presented to them. Top-of-mind awareness: a prominent place in people"s memories that triggers a response without having to out any thought into it. After the customer is are, they must be persuaded. The customer must want to further investigate the product/service. Purchase is just one type of action. A delayed response to a marketing communication campaign. Advertising does not always have an immediate impact. Difficult to determine which expose led to purchases.
