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how can we get you to buy the product. the attempt to modify the thought or behaviors of the consumers and move them towards a predetermined goal


- appeal- only works for certain individuals

need recgonition

maslows hierarchy of needs- we want to fulfill the highest need and recognized the highest need

information search

depending on how much information you need and how much involvement the search required

personal & commercial

2 external factors that we look at when trying to gather information

family and friend

level of personal ways to gather information; getting information from someone you trust

word of mouth

level of personal; when people talk. you listen to what they have to say

buzz marketing

a style of marketing that impacts word of mouth. a company has a new product and they want to introduce it to the market have to find opinion leaders to use the product.

celebrity endorsement

someone that a company is paying money to, to use the product and say that they like it

boost sales & change perception of the product

2 goals of celebrity endorsers


external factor; biased source of information

direct mail

more money is spent on this type of advertisement

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