Brand awareness: often the first marketing communications goal
Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more...
Hierarchy of effects model and share of minds and share of hearts
There are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model … Read more...
What are the extra communication challenges faced in today’s media environment?
As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below.
- Less control of message
- Need more
The difference between the marketing concept and the promotional era
In a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing … Read more...