Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Decades ago, under the traditional slate, marketing and branding was done through intrusive communication approach, of repetitive advertising which was judged to be the process of achieving consumer mind-recall. This strategy was deduced from Harold Lasswel's Hypodemic Needle Theory, which postulates that the consumer is a sitting duck, and that the media has all the power to influence the consumer's decisions, so anyone who controls the media, controls the mind of the consumer. Brands deployed this strategy through advertising weighting of frequency and reach (share-of-voice). The process was assumed that whoever spends more, achieves voice dominance, better mind-recall, and consumer mind-share at points-of-purchase. The communication was horizontal, the consumer was left at the back of the fence watching everything thrown at him. Brands used search light to look for the consumer, deploying Above-the-line (ATL), Below-the-Line (BTL), Direct Marketing (DM), Over-the-Counter Exchanges (Coupons); that is because the consumer was placed at the rear end of the ladder of the marketing mix. 192 pp. Englisch. Seller Inventory # 9786200118523

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Brands and Consumers: Marriage of a Tap Dance

Tamuno Kiri

Published by LAP LAMBERT Academic Publishing, 2022

ISBN 10: 6200118523 ISBN 13: 9786200118523

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Seller: AHA-BUCH GmbH, Einbeck, Germany

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Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Decades ago, under the traditional slate, marketing and branding was done through intrusive communication approach, of repetitive advertising which was judged to be the process of achieving consumer mind-recall. This strategy was deduced from Harold Lasswel's Hypodemic Needle Theory, which postulates that the consumer is a sitting duck, and that the media has all the power to influence the consumer's decisions, so anyone who controls the media, controls the mind of the consumer. Brands deployed this strategy through advertising weighting of frequency and reach (share-of-voice). The process was assumed that whoever spends more, achieves voice dominance, better mind-recall, and consumer mind-share at points-of-purchase. The communication was horizontal, the consumer was left at the back of the fence watching everything thrown at him. Brands used search light to look for the consumer, deploying Above-the-line (ATL), Below-the-Line (BTL), Direct Marketing (DM), Over-the-Counter Exchanges (Coupons); that is because the consumer was placed at the rear end of the ladder of the marketing mix. Seller Inventory # 9786200118523

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Brands and Consumers: Marriage of a Tap Dance

Kiri, Tamuno

Published by LAP Lambert Academic Publishing, 2022

ISBN 10: 6200118523 ISBN 13: 9786200118523

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Seller: moluna, Greven, Germany

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Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Decades ago, under the traditional slate, marketing and branding was done through intrusive communication approach, of repetitive advertising which was judged to be the process of achieving consumer mind-recall. This strategy was deduced from Harold Lasswel. Seller Inventory # 604727746

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