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BMHANDOUT2 - Lec 2 Zeenat Jabbar Communication Mix...

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1 Zeenat Jabbar Lec 2 Communication Mix Traditional Price, Product, Distribution, Promotion Promotion Advertising Sales promotions Personal selling Additional components Database marketing Di e t keti Direct marketing Sponsorship marketing Internet marketing Guerilla marketing Alternative marketing Zeenat Jabbar
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2 Traditional Approaches THE EFFECTS BEHIND ADVERTISING EFFECTIVENESS AIDA (Attention, Interest, Desire, Action) Assumes a predictable set of steps. Think-Feel-Do Think about the message, feel something about the brand, then do something like try it. Domains Messages have various impacts on consumers simultaneously (perception, learning, and persuasion). Problems with Traditional Approaches They presume a predictable set of steps. Some effects are missing—brand linkage and motivation. Brand communication is the most important. Zeenat Jabbar Advertising & Promotion for BBA2K7 The Facets Model of Effects NEW APPROACH: THE FACETS MODEL OF EFFECTS Does a more complete job of explaining how advertising creates consumer responses. Useful in both setting objectives and evaluating advertising effectiveness The six facets come together to make up a unique customer response to an advertising message. See/Hear: the Perception Facet Feel: the Affective or Emotional Facet Understand: the Cognitive Facet Connect: the Association Facet Believe: the Persuasion Facet Act: the Behavior Facet Zeenat Jabbar
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3 See/Hear: Perception Facet
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