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7 Cards in this Set
- Front
- Back
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Category Need |
An objective only when it is necessary to remind the target of his or her need for the category or when you must sell the target audience the need. |
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Brand Awareness |
Always an objective in order to enable the target audience to identify the brand in enough detail to purchase or use the brand |
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Brand Attitude |
Always an objective because there must be some other reason to select one brand over another |
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Brand Purchase Intention |
Not often a specific objective for advertising except when brand attitude is positive and a reason to buy now is required, but always an objective for promotion |
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Brand recognition |
Brand is used in the decision primarilywhen seen at at the time of purchase. Memory (link)retrieved at point of purchase. |
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Brand recall |
When category need occurs and youremember brands that satisfy that need. Memory (link) retrieved prior purchase. |
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encoding specificity |
to retrieve something successfully from memory there must be a match between the information encoded at the time of learning and the information available when it is retrieved from memory. |
