Why is it important for MPR professionals to have an understanding of consumer behavior? What are some of the elements of consumer behavior that MPR professionals should take into account when planning promotional efforts?
What will be an ideal response?
Creating an MPR campaign would be very challenging, indeed, if MPR professionals did not possess a thorough understanding of the consumers who comprise their intended audience and their relationship to the firm or product being promoted. MPR planners must gain an appreciation of the motivations behind consumers' purchase decisions and the needs they are attempting to satisfy as a consequence of those decisions. They need also to understand the process by which consumers seek and assimilate information in choosing among alternatives. MPR professionals must also comprehend the potential influence of various media and non-media connectors on the consumer decision-making process.
You might also like to view...
The last step in the closing process is to transfer the balance in the owner's drawing account to the owner's capital account
Indicate whether the statement is true or false
If a lawyer refuses to furnish the requested information about the client's contingencies to the auditor, the auditor should issue an unqualified audit opinion
a. True b. False Indicate whether the statement is true or false
"Now, I would like to ask you a few questions about your family's television viewing habits" is an example of a ________ statement
A) screening B) warm-up C) complicated D) transition E) ferreting
Most successful organizations minimize the need for explicit rules, regulations, and other boundaries by
A. designing effective reward systems. B. encouraging employees to see themselves as free agents. C. discouraging the formation of subcultures that isolate work groups. D. posting written statements of the organization's goals and objectives.