MKTG 3501 Chapter 5: Chapter 5 Key terms:concepts Video
23 Dec 2018
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Hierarchy of effects model=awareness, knowledge, liking, preference, conviction, actual purchase cognitive= awareness, knowledge affective= liking, preference, conviction conative= actual purchase. Means-end theory= the way the advertising message is delivered leads to an end-state or personal value achievement. Visual esperanto=transcends culture, same message to every market, translate across countries and values an belief systems. Carryover effects an ad"s message being remembered or carried over to when the product is needed and the consumer is thinking about purchasing it. Wear-out effects= when ad becomes old and stale and consumer doesnt pay attention. In-house team= better understanding of product portfolio and mission and vision. Faster ad production, work closely with ceo, lower turnover with creative team. Crowd-sourcing= seeing ideas from current customers or general public like website, social media, contests, promotions, surveys. Dorito"s, harley davidson, mastercard and mcdonalds, tag heur, saatchi and saatchi, Comcast, rolex, chick fil a, facebook, coca cola, kay jewelers, mcdonald"s, wendy"s, nike, jd power, motor trend, jd bank, budweiser.
