ADM 2320 Chapter Notes - Chapter 15: Personal Selling, Health Canada, Puffery
Document Summary
Chapter 15: advertising, sales promos, and personal selling. Advertising the aida model: provides a basis for understanding how marketing communication works, consumers move through a readiness continuum. Interest: after the customer is aware, they must be persuaded, communication is used to increase interest; must be persuaded product is worth investing in, customer wants to further investigate product/service. From: i like it to: i want it: goal of subsequent imc messages should more from liking to wanting. Action: purchase is just one type of action; it"s the ultimate goal, consumers will act if product, caught their attention and got interest, satisfies their desires. Lagged effect: advertising doesn"t always have an immediate impact, so consumers don"t act right away, multiple exposures are often necessary, difficult to determine which exposure led to purchase. Advertising: paid form of communication, from an identifiable source, delivered through a communication channel, word of mouth advertising isn"t advertising, designed to persuade to take action.