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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This note was uploaded on 02/11/2011 for the course MKTG 320 taught by Professor Johnson during the Spring '11 term at St. Cloud.

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BMHANDOUT2 - Lec 2 Zeenat Jabbar Communication Mix...

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