mkt 405 notes 5 - mkt 405 notes 5 PRINT POWERPOINT SLIDES...

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mkt 405 notes # 5 PRINT POWERPOINT SLIDES 10/22/2007 12:05:00 AM Goal of IMC Influence or directly affect behavior of the brands targets consumer or  prospects   6 steps to set objectives choose a model of consumer behavior identify the order in which cognitive, affective and behavioral responses occur identify the relevant aspects of consumer choice. Choose some of the  following (see powerpoint) o cognitive awareness, knowledge, understanding, consideration set, prior  experience  blanket market with introductory ads to get people to know  company o affective interest, desire, liking, preference, love, conviction, brand image longer ads that appeal to product attributes and explain difficult  features/concepts o conative trial, repeat, impulse buying, habitual purchase need to convince people to repeat purchases
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