HTL 701 Lecture Notes - Lecture 5: Rodeway Inn, Air Miles, Rush Hour
20 Dec 2017
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When you profile a brand (doing the project), relate the concept and demonstrate we can discuss how a brand is different, how it resonates and connects with customers. If certain brands are choosing to broadcast between rush hour, while commuters are driving, it"s high rating time and people are stuck. Road warrior: someone who travels a lot for business, the ones that have different mind sets and requires more emphasis on attributes and benefits to be distributed. Salient attributes: referring to what are the top of mind or important brands, ex. Virgin mobile: they"re not usually doing anything mainstream, they"re a recent company; hasn"t been around a while but people that don"t use the product/service are also noticing its brand. Foggy set: you"re aware of the brand and can classify it, never consumed it, may not have seen advertising, no knowledge of anybody mentioning it or consumed it, essentially, you don"t know much about the brand.
