Chp 1 * The promotional mix * Advertising * Sales Promotion * Public Relations * Direct Marketing * internet marketing * personal selling Chp 3 * Consumer Decision Making Decision Stage| Psychological Process| Need Recognition| Motivation| Information Search| Perception| Alternative Evaluation| Attitude Formation| Purchase Decision| Integration| Postpurchase Evaluation| Learning| * Target Market and Target Audience * Target Market * The group of consumers toward which an overall marketing program is directed. * Target Audience * A group of consumers within the target market for which the advertising campaign is directed. Target audience options: rossiter and percy perspective * Brand loyal customers regularly buy the firm’s product * Favourable brand switchers buy focal brand but also buy others * Non-customers * New catergory users customers not purchasing within a product category * Other brand switchers not consistently purchasing focal brand * Other brand loyals loyal to another brand Chp4 * The communications processFeedback Feedback Response Response decoding decoding Encoding Encoding Receiver Receiver Channel Message Channel Message Source/Sender Source/Sender chp4 1.
Traditional Models a. Aida b. Hierarchy of effects c. Innovation adoption model d. Information processing model 2. Response process models e. Standard learning model > learn/feel/do f. Dissonance/attribution model >do/ feel/learn g. Low involvement model>learn/ do/ feel 3. Cognitive reponse models h. Cognitive response approach-message/source/ad i. Elaboration likelihood model-central/peripheral Chp 5 * Dagmar Definition of Objectives * Target Audience * Benchmark and Degree of Change Sought * Specified Time period * Concrete, measurable tasks * What affects sales? * Technology * Competition * The economy Advertising and promotion * Product quality * Distribution * Price Chp 6 * Brand Strategy models * Salient Beliefs * Beliefs concerning specific attributes or benefits that are activated and form the basis of an attitude * Evolve over time * Differ across various segments * Brand positioning Strategy * Relates to the intended image of a product or brand relative to a competing brand for a give competitive space as defined by certain product market or category characteristics Chp7 * Source The person involved in communicating a marketing message, either directly or indirectly Direct Source| Indirect Source|
A spokesperson who delivers a message or demonstrates a product or service| Doesn’t actually deliver a message| Andre Agassi endorsing head tennis rackets| Draws attention to or enhances the appearance of the ad| | A model| Seeking the major idea Seeking the major idea Chp 8 * Creative Execution Style * The way in which an advertising appeal is presented * Message Structure * The structure of a persuasive message can influence its effectiveness * Design Elements * The way in which components are place on the page or screen * Ad execution Techniques Straight-sell / Factual| Animation|
Scientific/technical evidence| Personality symbol| Demonstration| Imagery| Comparison| Dramatization| Slice of life| Humour| testimonial| | Chp9 * Marketing Testing Print Ads Post-test of Print Ads Post-test of Print Ads * Reasons for and against measuring effectiveness * Reasons to measure * Avoid costly mistakes * Evaluate Alternative Strategies * Increase Advertising Efficiency * Reasons Not to measure * Cost * Problems with Research * Disagreement on what to test * Objections of creative specialists Chp 10 * Media Tactics Decisions * Media Vehicle * Budget Adjustments * Blocking Chart * Media Strategy Decisions