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  2. Attitude-toward-the-ad models - Wikipedia

    en.wikipedia.org/wiki/Attitude-toward-the-ad_models

    The four alternative models of advertising attitude explain how antecedent variables related to advertising outcomes are mediated by attitude toward advertising. These models are named the affect transfer, dual mediation, reciprocal mediation, and independent influences hypotheses. Model 1. The affect transfer hypothesis (ATH).

  3. Potentially all pairwise rankings of all possible alternatives

    en.wikipedia.org/wiki/Potentially_all_pairwise...

    The cancellation of variables common to undominated pairs can be illustrated as follows. When comparing alternatives 121 and 112, for example, a1 can be subtracted from both sides of a1 + b2 + c1 vs a1 + b1 + c2. Similarly, when comparing 221 and 212, a2 can be subtracted from both sides of a2 + b2 + c1 vs a2 + b1 + c2.

  4. Decoy effect - Wikipedia

    en.wikipedia.org/wiki/Decoy_effect

    Adding a decoy may affect consumer preference. In marketing, the decoy effect (or attraction effect or asymmetric dominance effect) is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated. [1]

  5. Buyer decision process - Wikipedia

    en.wikipedia.org/wiki/Buyer_decision_process

    This affects the decision process for resemblant purchases from the same company in the future, [15] mainly at the information search stage and evaluation of alternatives stage. If brand loyalty is made then customers will often fast-tracked or skip completely the information search and evaluation of alternative stages.

  6. AIDA (marketing) - Wikipedia

    en.wikipedia.org/wiki/AIDA_(marketing)

    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]

  7. Market segmentation - Wikipedia

    en.wikipedia.org/wiki/Market_segmentation

    Market segmentation is the process of dividing mass markets into groups with similar needs and wants. [2] The rationale for market segmentation is that in order to achieve competitive advantage and superior performance, firms should: "(1) identify segments of industry demand, (2) target specific segments of demand, and (3) develop specific 'marketing mixes' for each targeted market segment ...

  8. Tear sheet - Wikipedia

    en.wikipedia.org/wiki/Tear_sheet

    Media buying agencies are often required by clients to provide tear sheets along with a post analysis of any advertising campaign. [1] With the emergence of online advertising , tear sheets often now appear in the form of a PDF file , known as a "virtual tear sheet" or "electronic tear sheet". [ 2 ]

  9. Ansoff matrix - Wikipedia

    en.wikipedia.org/wiki/Ansoff_matrix

    Increasing marketing and promotion efforts to attract new customers. Acquiring competitors to increase market share. Improving product quality to encourage repeat purchase. Market penetration is generally considered the least risky of the four options, as it leverages the company's established strengths and market knowledge. [4]