Direct Marketing - Forms, Advantages, and Disadvantages | Learnistan | Dr. Nitin Kr Saxena Direct marketing involves a total set of activities by which the seller attempts to elicit a direct action response—for example, a purchase. A distinction is made between direct marketing and direct marketing media. The former includes the total set of marketing activities involved … [Read more...]
Alternative Response Hierarchy Models
Michael Ray’s “three-orders” model of information processing, identifies three alternative orderings of these stages based on perceived product differentiation and product involvement. Source: Adapted from Advertising & Promotion by Belch & Belch These include the: Standard Learning Hierarchy In many purchase situations, consumers go through the response process … [Read more...]
Traditional Response Hierarchy Models
The traditional hierarchical response models were developed through the years to depict the stages consumers/customers go through, as they learn about a company’s product or service, before moving to purchase readiness or actual behavior. Each of these models views that a consumer passes through three stages namely cognitive, affective, and behavioral stages. Four of the … [Read more...]
Basic Model of Communication
Over the several years, the basic model of communications has evolved that represents the various elements of the communications process. Source: Advertising & Promotion By Belch & Belch The elements of the model include: 1. Source/Encoding—the sender or source of a communication is the person or organization that has information to share with another person … [Read more...]
Quiz – Multiple Choice Questions on Advertising
Multiple Choice Questions on Advertising Loading... … [Read more...]
IMC Planning Process
Integrated marketing communications management is defined as the process of planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences. It involves coordinating the promotional mix elements to develop a controlled and integrated program of effective marketing communication. It involves … [Read more...]