communicate with the sender & thereby inform the sender if the message was received & decoded properly.) How consumers perceive communication: 1. receivers decode messages differently 2. senders adjust messages according to the medium’s & receivers traits. AIDA model: common model of the series of mental stages through which consumers move as a result of marketing communications Defn: A common model of the series of mental stages through which consumers move as a result of marketing communications: A wareness leads to I nterests, which lead to D esire, which leads to A ction. Brand awareness refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service Aided recall is when consumers indicate they know the brand when the name is presented to them
Top-of-mind awareness , the highest level of awareness, occurs when consumers mention a specific brand name first when they are asked about a product or service lagged effect —a delayed response to a marketing communication campaign. It generally takes several exposures to an ad before a consumer fully processes its message. Chapter 18: Advertising is a paid form of communication, delivered through media from an identifiable source, about an organization, product, service, or idea, designed to persuade the receiver to take some action, now or in the future. steps for ad campaign Step One: Identify target audience. Knowing your audience is crucial Step Two: advertising plan , a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful. pull strategy in which the goal is to get consumers to pull the product into the marketing channel by demanding it. Push strategies also exist and are designed to increase demand by focusing on wholesalers, retailers, or salespeople. Informative advertising is a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase -When a product has gained a certain level of brand awareness, firms use persuasive advertising to motivate consumers to take action. Persuasive advertising generally occurs in the growth and early maturity stages of the product life cycle reminder advertising is a communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle Product-focused advertisements- inform, persuade, or remind consumers about a specific product or service Institutional advertisements inform, persuade, or remind consumers about issues related to places, politics, or an industry.
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