Exam 1 Review Sheet

Exam 1 Review Sheet - ADPR 5710 Exam #1 Review Sheet Baek...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
ADPR 5710 Exam #1 Review Sheet Baek 1. The nature of IMC a. Five Major element of IMC i. Cross-functional ii. Creating and nourishing stakeholder relationships iii. Profitable customer relationships iv. Strategically controlling or influencing all messages v. Encouraging purposeful dialogue b. IMC is an ongoing process i. c. Benefits of IMC i. Helps make your brand stand out from competitors ii. Brings greater accountability iii. Increases brand trust iv. Fosters internal coordination and focus 2. How Consumers Make Decisions (Brand Decision Process) a. Hierarchy of Effect Model i. Persuasion is the act of creating changes in beliefs, attitudes, and behaviors ii. A classic persuasion model is AIDA iii. Identifying four persuasive steps or desired effects that a brand message might have on customers and prospects – attention, interest, desire, and action b. Think – Feel – Do Models i. Brand decision making is partly rational and partly emotional, so brands must speak to both the head and the heart
Background image of page 1

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

View Full DocumentRight Arrow Icon
1. Head: cognitive, rational decision making 2. Heart: experiential, emotional decision making c. The Response Wheel i. d. Types of Brand Decision Process i. Cognitive decision model ii. Experiential decision model iii. Habit/repeat decision model iv. Brand decision can be primarily cognitive or experiential depending on the product category and situation (ex. the level of involvement) 1. High involvement products: cars, computers, etc. 2. Low involvement products: candy bars, toilet paper, etc. e. Three Approaches to Making a Brand Decision
Background image of page 2
i. f. Relationship between decision-making and involvement i. g. Basic Brand Decision-Making Steps i. Step 1: Problem and Opportunity Recognition 1. What are needs and wants? 2. Before brand messages can influence customers or prospects, brand messages must first get the attention of these customers and prospects 3. Selective perception is the process used to decide what is worthy of attention ii. Step 2: Information Search 1. During the search for information, customers usually focus on the differences they perceive
Background image of page 3

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

View Full DocumentRight Arrow Icon
among competing brands 2. Brand awareness and brand knowledge are crucial here 3. When customers see marketing communication that is relevant to them, they are more likely to pay attention and think about it iii. Step 3: Evaluation of Choices 1. A cognitive response involves reasoning, judgment, or knowledge 2. For both consumers and businesses, using an evoked set of brands in frequently purchased product categories can greatly simplify the process 3. Fear of making a mistake in the brand decision process a. Financial risk b. Performance risk c. Physical risk d. Psychological risk e. Social risk f. Time-loss risk 4. An affective response involves emotional processing and results in preferring (or not preferring) a brand and developing a conviction about it 5. Companies use the affective approach that tries to use positive and negative feelings iv. Step 4: Behavior and Action 1. Attitudes and behavior are linked, however the
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 16

Exam 1 Review Sheet - ADPR 5710 Exam #1 Review Sheet Baek...

This preview shows document pages 1 - 5. Sign up to view the full document.

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