Marketing Communications

158 CHAPTER 5 OBJECTIVES Fanta or Lipton Ice Tea. Th is is their top-of-mind brand awareness. In an unaided context, people may ...

MARKETING COMMUNICATIONS OBJECTIVES 159 Th e question of which awareness goal should be aspired to by a marketer depends on the ...

160 CHAPTER 5 OBJECTIVES not known, it will be impossible to build an image, preference or attitude towards that brand. Th e eff ...

MARKETING COMMUNICATIONS OBJECTIVES 161 A marketer should study the current brand attitudes and perceptions and then decide what ...

162 CHAPTER 5 OBJECTIVES Existing brand attitudes can also be adapted to appeal to other and new target groups. For instance, Wo ...

MARKETING COMMUNICATIONS OBJECTIVES 163 aroused. In high-involvement situations, however, when perceived buying risks are high, ...

164 CHAPTER 5 OBJECTIVES indications such as ‘more or less like that woman over there’ or ‘about a handful’. The consequence is ...

MARKETING COMMUNICATIONS OBJECTIVES 165 Satisfaction When a consumer buys a product or service he or she has certain expectation ...

166 CHAPTER 5 OBJECTIVES In a Belgian study, prospective customers’ perceived trust, attitudes and intentions were measured foll ...

MARKETING COMMUNICATIONS OBJECTIVES 167 situation analysis and prior research among the target audience to decide which goals a ...

168 CHAPTER 5 OBJECTIVES brand involvement. Consequently, the goal of marketing communications is to create or recreate brand aw ...

STAGES IN THE PRODUCT LIFE CYCLE AND MARKETING COMMUNICATIONS OBJECTIVES 169 For instance, the R8 was Audi’s fi rst entry into t ...

170 CHAPTER 5 OBJECTIVES z High spontaneous brand awareness, top-of-mind awareness. z Claim a clear and unique brand benefi t, a ...

CONSUMER CHOICE SITUATIONS AND MARKETING COMMUNICATIONS OBJECTIVES 171 company behind Coral, that clothes refl ect personality, ...

172 CHAPTER 5 OBJECTIVES negoftfiaftfions. reacfted vfia a medfia campafign and finfformed fifts consumers ftThaft fifts product ...

REVIEW QUESTIONS 173 To win business in the management consulting, technology services and outsourcing market, topping the consi ...

174 CHAPTER 5 OBJECTIVES In what circumstances is it useful to stress category needs and wants in marketing communications? In ...

CASE 5 175 Throughout the world, Yellow Pages businesses faced a tumultuous 2009. As online search became increasingly mobile an ...

176 CHAPTER 5 OBJECTIVES much more to Yellow Pages than the printed directory’ and ‘Is up with the latest technology’. The campa ...

CASE 5 177 Television $517 340 Online $225 517 Press $120 279 Outdoor $119 170 Radio $104 000 Ambient $32 358 Total media spend ...