Management and Organizational Studies 2320A/B Chapter Notes - Chapter 15: Brand Awareness, Impulse Purchase, Personal Selling

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Disney increases interest in an upcoming tour or record by including a mention, whether casual or not, in the stars" television shows. Consumers simply screen out messages that are not relevant to them. But many actions must take place before you actually get to see an ad: objectives: to inform, persuade, and remind customers, another way of looking at advertising objectives is to examine an ad"s focus. Is the ad designed to stimulate demand for a particular product or service, or is its focus, more broadly, the institution in general? informative advertising. The canadian national institute for the blind (cnib) launched a campaign to inform consumers that the sun"s uv rays are the leading cause of vision loss in canada. Reader"s passion, focused on people who read on a daily basis as a way to stimulate their imaginations and grey cells. The gift of reading, used an emotional appeal, tapping images of mothers reading to young children.