Exam 1 exam 1 compressed- fall 2006 - murphy

Exam 1 exam 1 compressed- fall 2006 - murphy - Class Notes...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Class Notes 1. Adoption Process Model 1. Perception 2. Awareness: ppl have at least heard of brand 3. Knowledge: ppl kno what brand has to offer 4. Attitude 5. Conviction: convinced brand will be beneficial 6. Trial 7. Adoption: continue purchase over time or rejection 1. Dissonance: anxiety of regret after purchase 2. Callifornia Tortilla: Jungle noise day Relevant , timely b/c of the season and weather 1. Zany, fun image 2.) Encourages sampling 3.) Repeat Customers 4.) Cheaper 3. Pedigree Guerrila Marketing Chalk Art : create a Buzz ! SIMPLICITY! 4. Debeers : withholding supply, clever marketing (position as an instrument of love) 1. Onspot Digital Network : Simon Prop. Group, LA first, 8 min loop, 30 sec spots, 50 malls, 2,000 screens, $350k 5. Banana Republic Ad : Garden of Eden (apple on tree) Brand Image , ad reflects values & 6. Levi’s mini-series campaign : All end w/ “they go on”, levi’s logos, web addresses 1. close-up shot of jean, off-beat funky orientation, tells incomplete story, connected by characters 2. Levi’s accomplished : cut through clutter, Engaging, Generate conversation value,
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/29/2010 for the course ADV 318J taught by Professor Murphey during the Fall '07 term at University of Texas at Austin.

Page1 / 3

Exam 1 exam 1 compressed- fall 2006 - murphy - Class Notes...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online