Appeal of free gift draws harsh reaction from customers o Emotional appeal Not

Appeal of free gift draws harsh reaction from

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Appeal of free gift: draws harsh reaction from customers o Emotional appeal: Not illegal/unethical Controversial products: tobacco, alcohol, gambling/lotteries, firearms Primary demand: demand for entire product category Vertical cooperative advertising: manufacturer and dealer share expense Comparison advertisement: comparison between firms brand and competitors 02/06/16 Chapter 5 Customer satisfaction Cognitive dissonance Internal search: based on considerable prior experience with the product in question o Evoked set: brand(s) that comes to mind immediately when category mentioned o Consideration set: will consider for purchase External search o Visit retail/online store o Seek input from colleagues or reviews Conversion: repeat purchase Cognitive dissonance: anxiety/regret lingering after difficult situation Semantic memory: word memory Episodic memory: event memory Advertising clutter: information overload
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Stratification: systematic inequalities in wealth, income, education, power, status Brand community Chapter 6 Segment: potential customers -> targeted: focused with ad -> position: give brand certain meaning relative to competitors Heavy/lead/committed users (brand freak) Switchers: choose brands offering price incentive Emergent consumers: first time buyers o Point of entry marketing: develop ads to win first time users Demographic segmentation: age, gender, race, marital status, income, education, and occupation. Geo-demographic segmentation. Benefit segmentation. Niche marketing Value proposition: statement of benefits offered by brand Brand promise Brand platform: idea that frames brand’s ambition target to audience over time 02/08/17 World cup has more viewers than super bowl. In the thousands Have message and audience in mind Must be aware of limits “sex sells may be cut” 02/13/17
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  • Fall '11
  • N/A
  • Advertising, Brand, TV Advertising

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