Session 11: Communicating Value

Question 1

DMP

Answer 1

Need
Search
Evaluate
Purchase
Post purchase

Question 2

Elaboration likelihood model

Answer 2

Determine if Central or peripheral route is more appropriate

Central = carefully Laying things out in detail

Peripheral = relying on a peripheral clue to reach a conclusion

Question 3

Blaster

Answer 3

Brand linkage (google search ad)
Legs (Budweiser frogs)
Attention grabbing (4 July fingers)
Sticky (wazzup)
Transmission (snicker hungry)
Equity building (Clydesdales)
Resistance lowering (got milk)

Question 4

Promotion types are:

Answer 4

Consumer promotions and trade promotions