The role of communication in marketing

The role of communication in marketing - Promotional...

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The role of communication Prepurchase phase Increase awareness Reduce purchase risk Increase probability of purchase Build brand equity Develop corporate image Postpurchase phase Reduce cognitive dissonance Stimulate positive word-or-mouth Increase repeat purchase behavior
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Unformatted text preview: Promotional options Advertising Paid message Mass media Identified sponsor Informs, reminds, or persuades Publicity/ public relations Not paid for by the organization No identified sponsor May have better credibility...
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This note was uploaded on 09/02/2011 for the course MKT 1000 taught by Professor Staff during the Winter '11 term at Wayne State University.

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