BUAD471 Study Guide - Midterm Guide: Guerrilla Marketing, Target Market, Herbert Kelman

• School: University of Delaware
• Department: Business Administration
• Course: BUAD471
• Professor: Mark Bambach

Document Summary

Characteristics of promotional planning through the persuasion matrix one question, persuasion matrix - helps marketers see how each controllable element b. interacts with consumer response process. Receiver /comprehension : can the receiver comprehend the ad? clear and understandable. Jargon may be unfamiliar to some receivers the more marketers know about the target market, the more their customers will understand. Direct source (spokesperson): someone who who delivers a message and endorses a product or service. Indirect source : doesn"t deliver the message, but draws attention ex) a model. Personal sources may be the most influential factor in purchase decisions (wom: marketers will use buzz or stealth marketing to generate favorable. Credibility- the extent to which the recipient sees the source as having relevant knowledge, skill or expertise and trusts the source to give unbiased, objective information--expertise and trustworthiness. High credibility: many companies train sales personnel in the ii. product line so they seem more knowledgeable, increase perception of their expertise.