This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: 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 conduct research to figure out what is going on...
View Full Document
- Fall '07