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AIDA Model (think, feel, do model)
series of mental stages of a consumer as a result of marketing communications
-Attention>Interest>Desire> Action
Attentions - names the 2 important brand awareness metrics
Aided Recall: recognize brand when name presented
Top-Of-Mind: prominent place in memories that triggers without any thought
What transition in consumer thoughts needs to happen in the Desire step of the AIDA model?
I like it > I want it
What is the lagged effect?
A delayed consumer response to marketing campaign which make it extremely hard to measure effectiveness of campaign.
List and Describe the 3 objectives of Advertising and when used ?
1) Informative Advertising: build brand awareness with goal of moving consumer through buying process
-early stages of PLC
2) Persuasive Advertising: comm used to motivate consumers to take action
-Growth and Early maturity stages of PLC
3) Reminder Advertising: remind consumers of products or prompt repurchases
-Late Maturity stage of PLC
List and describe the 2 advertising focuses
1) Product Focus: -inform, persuade remind about products and services
2)Institutional Focus: -inform, persuade, remind about issues related to places, politics an industry or particular corporation
-Ex; Got milk - product category
Competition Bureau Canada the Competition Act 1986
Enforces federal law that ensure businesses in Canada operate in a fair and equitable manner
-misleading ads and deceptive marketing
Canada Radio-Television and Telecommunications Commission 1968 (CRTC)
-enforces restrictions on broadcasting material
-Specific categories too -Ex; alcohol
-must approve before airing
Health Canada Food and Drug Act 1954
-regulates food, drugs, cosmetics and medical services
-standards and sanitation of products
-labelling fooding and nutrition content as well as health claims
Advertising Standards Canada 1957
-monitors voluntary advertising industry codes.
-broadcast codes for children and gender portrayal guidelines
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