BU472 Chapter Notes - Chapter 5: Marketing Mix, Brand Awareness, Dagmar Marketing
Document Summary
Chapter 5 objectives for the imc plan. Awareness makes consumers aware of the brand. Comprehension develop consumers" understanding of what it is. Conviction develop consumers" mental disposition to buy the product. Action get consumers to purchase the product: emphasizes the value of using communication-based rather than sales-based objectives to measure effectiveness, dagmar specifies: Setting behaviour objectives for imc: trial purchase objectives. Brand trial purchase: consumer"s first purchase of a brand. Brand trial objectives: a behavioural objective; as consumers enter the market when they attain a certain age or have income. Brand-retrial purchase: consumer"s first purchase of a brand after a time delay; recapture consumers to have a new trial experience of the brand. It depends upon purchase frequency , and situational analysis. Category trial purchase: consumer"s first purchase in a product category that consumer hasn"t purchased previously. Think of it as a substitute to try another category product. Brand switching purchase: consumer"s purchase toward a brand from another competing brand.
