True Performance Marketing - by Chiligum Strategies 2012 (Revised)

Ad or promotion Brand communication Customer decision processing effects stages Category Not in the Attention need market Brand Learning Need arousal awareness Brand Search and Emotions preference evaluation Brand action Acceptance Purchase intention Purchase Usage facilitation

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Perception of Information- Direct experience- Indirect experienceShort-Term SensoryRegister- Sight, Sound, Smell, Taste, Touch Rehearsal and CodingShort-Term Memory Long-Term Memory- Encoding - Attitudes- Retrieval - Beliefs- Reasoning - Schemata - Categories Recognition, Cued Recall,Response Free Recall- Judgement- Choice

–––– Kardes 2001 pp. 53-74

Phase Pre-Experience Post-Experience Exposure Exposure Framing Enhancing OrganizingFunction Perception Experience Memory • Expectation • Sensory Enhancem. • CueingEffect • Anticipation • Social Enhancement • Branding • Interpretation • Interpretation

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„What is it?“ CATEGORY NEED TARGET „For me?“ CUSTOMER Brand awareness BRAND KEY „What does it offer?“ IDENTITY BENEFIT Brand preference

BRAND AWARENESS Brand recognition Brand recall BRAND PREFERENCE Type of Motivation Informational Transformational (neg. oriented motivations) (pos. oriented motivations) Low InvolvementType of Decision High Involvement

Advocacy Loyalty Purchase Consideration FamilarityAwareness

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True Performance Marketing - by Chiligum Strategies 2012 (Revised)

by chiligum strategies on Oct 23, 2011

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True Performance Marketing - by Chiligum Strategies 2012 (Revised) — Presentation Transcript