Final Class Notes compressed- Fall 2006 - Murphy

Final Class Notes compressed- Fall 2006 - Murphy - Class...

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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 : use chalk art outside of Madison square, 7 chalk artists, 30 diff pics, 10 diff type of dogs, create a Buzz! SIMPLICITY 4. Debeers : withholding supply, clever marketing (position as an instrument of love) 1. Onspot Digital Network : Simon Property Group, 17 NW, C., LA first, 8 min loop, 30 sec spots, 50 malls, 2,000 screens, $350k 5. Banana Republic Ad : reference to garden of Eden (apple on tree) Brand Image, ad mirror values and culture, work on the young, naïve and impressionable 6. Levi’s mini-series campaign : Always 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
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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.

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Final Class Notes compressed- Fall 2006 - Murphy - Class...

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