MKT 405 notes 2 - • Brand loyalty – buying what you...

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MKT 405 notes 2 12/09/2007 12:06:00 The basic view of what advertisers do Research o Company situation o Target market Deciding what to say Deciding how to say it Execution and continuous improvement if you make a mistake on step one, your entire campaign will be wrong, therefore  step one is most important Angel Soft – competitive analysis and positioning exercise revisited Data There is a huge cost difference between brands but market shares do not  reflect this, therefore it appears that for toilet paper, price is not as important The importance of price is dependent on the product category Is quality important? That is subjective.  Therefore it is based on brand  awareness and opinion of brand Brand recognition is key, buying bath tissue is a low involvement purchase so  not much thought is given to purchase
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Unformatted text preview: • Brand loyalty – buying what you know, what your parents use, etc ← Research for angel soft • Brand recognition • Loyalty • Objective quality • Availability • Product line • Brand image ← ← brand awareness/recognition • shown a brand, logo, or prompted with the brand – know what the company sells ← brand recall • given a category and you tell all the brands in that category that you know ← brand image • asking what you associate with the brand, often takes an indirect form • z-net – give consumers large stack of magazines, and make a collage that represents a product ← ← now, brand image seems most important, rather than brand awareness ← ← Segments and consumer behavior • Target consumer (p.41 - ) B&B ← Looking at ads • 12/09/2007 12:06:00 ← 12/09/2007 12:06:00 ←...
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