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Neuromarketing is an emerging disciplinary field in marketing. It borrows tools and methodologies from fields such as neuroscience and psychology. The term "neuromarketing" was introduced by different authors in 2002 (cf. infra) but research in the field can be found from the 1990s. [6] [7]
A major deficiency of the AIDA model and other hierarchical models is the absence of post-purchase effects such as satisfaction, consumption, repeat patronage behaviour and other post-purchase behavioural intentions such as referrals or participating in the preparation of online product reviews. [10]
In the classical marketing model, marketing is deemed to be a funnel: at the beginning of the process (in the "awareness" stage) there are many branches competing for the attention of the customer, and this number is reduced through the different purchasing stages. Marketing is an action of "pushing" the brand through a few touchpoints (for ...
The term 'promotion' tends to be used internally by the marketing function. To the public or the market, phrases like " special offer " are more common. Examples of fully integrated, long-term, and large-scale promotions are My Coke Rewards in the USA or Coke Zone in the UK and Pepsi Stuff .
Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name.The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.
Overall, users have the following motivations: social and affection, need to vent negative feelings, recognition, entertainment, cognitive needs. Users who share news are motivated by the uses and gratifications of socializing and status seeking, especially if they have had prior experience with social media. [39]
A platform functions as a similar principle in marketing communications, providing awareness and information about a specific brand or product. [21] Strategic selection of various communication platforms is known as a media strategy which aims to engage an audience in a conversation and, as a result, attempt to create a lasting relationship. [ 32 ]
The term "cognitive" in "cognitive science" is used for "any kind of mental operation or structure that can be studied in precise terms" (Lakoff and Johnson, 1999). This conceptualization is very broad, and should not be confused with how "cognitive" is used in some traditions of analytic philosophy , where "cognitive" has to do only with ...