referecne gps and family influence

referecne gps and family influence - CHAPTER 10 Reference...

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CHAPTER 10 Reference Groups and Family Influences 1. Key Concepts Group shopping Reference groups Formal and informal groups As a marketing consultant, you have been asked to evaluate a new promotional campaign for a large retail chain. The campaign strategy is aimed at increasing group shopping. What recommendations would you make? You are the marketing vice-president for a large soft drink company. Your company’s advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote your product. Discuss the reference group factors that you would raise before the celebrity is hired. Prepare a list of formal and informal groups to which you belong and give examples of purchases for which each served as a reference group. In which of the groups you have listed is the pressure to conform the greatest? Why? 2. Key Concepts Persuasive roles Celebrity endorsements Many celebrities who are considered to be persuasive role models often appear in
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This note was uploaded on 02/25/2012 for the course CSR 332 taught by Professor Staff during the Spring '08 term at Purdue University-West Lafayette.

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referecne gps and family influence - CHAPTER 10 Reference...

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