Kellogg on advertising & media : the Kellogg School of by Bobby J. Calder, Philip Kotler

By Bobby J. Calder, Philip Kotler

"This booklet is the final word advisor to speaking with shoppers in modern day advertisements and media climate." "Most sellers this day face powerful pageant from items which are good located and high quality. The task of promoting communications is more and more to discover methods of not only supplying an advert message but in addition of attractive the shopper, of having the patron to believe the logo is correct to their lives. Read more...

summary: "This booklet is the final word consultant to speaking with shoppers in modern advertisements and media climate." "Most dealers at the present time face robust festival from items which are good situated and fine quality. The activity of selling communications is more and more to discover methods of not only offering an advert message but additionally of enticing the shopper, of having the shopper to consider the logo is suitable to their lives. This state of the art e-book from world-renowned Kellogg college and top practitioners explains the fascinating new methods ads and media are doing simply that."--Jacket

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Extra resources for Kellogg on advertising & media : the Kellogg School of Management

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The focus is on the experience of the consumer, on the product in the context of the consumer’s life experiences, and not on the product per se. Again, the brand is the concept that the marketer wants the consumer to have, the concept of how she or he should experience the product. 11, from experience to brand and back from brand to experience. The brand concept is based on experience and then is used to produce the experience and if necessary to improve it. In this view, contacts are anything that creates experiences.

You may or may not pay attention to any of the ads. If you do attend to an ad, will your high level of engagement always lead to a more positive impression? Could the effect sometimes even be negative? The critical issue of course is intrusion. It is possible that an ad may intrude on a media experience. Intrusion may produce a negative response from consumers because the advertising harms the experience of the media content. This in turn could lead to a negative reaction to the advertising, compromising its effectiveness.

We seek to identify experiences that large numbers of consumers have, to varying extents, with different media products. At a higher level still, these experiences reduce to an overall level of engagement, and this is highly comparable across people. There is one last point about identifying experiences. It is possible to take a top-down approach or a bottom-up approach. For instance, Fred Bronner and Peter Neijens (2006) at the University of Amsterdam have taken more of a top-down approach with their Dutch Media Monitor Experience study.

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