Awareness attitudes and usage (AAU)
In 1961 a well known marketing researcher Robert J. Lavidge and a professor at the University of Chicago Gary A Steiner created a model that suggested six steps to consumer buying behaviour and called it the Hierarchy of Effects. This model was made for advertisers to use for the creation of adds that would influence a customer into going through the 6 stages showed in image 1.1. The main target of this model was to persuade customers into going through these 6 stages, which in theory should result in a purchase. However, it was clear that in some cases a customer didn’t have to pass all the stages, to make a decision to purchase.
From this theory a metric that is used today was derived. Awareness, Attitudes …show more content…
It may seem quite easy to blindly invest in various types of advertisements, however, it’s important to make sure that the knowledge gained stays with the costumer, as it may be forgotten in seconds. Amazon tends to spread their awareness through effective marketing communications which are often the after effect of their focus on improving the customer experience. Such priority results in word-of-mouth promotion which is viewed by many as one of the most effective in attracting new customers and maintaining old ones. Furthermore, Amazon’s unique strategy in using personalisation through technology allows them to reach a difficult market which CEO Jeff Bezos refered to as “the hard middle”. Bezos proposed that it was quite simple to reach a small group of people as they could just be called over the phone or talked to on the street. To reach millions of people wasn’t difficult either as a company could place an add in an vastly popular event such as the Olympics. However, reaching that group of people in the middle, making them interested, was quite a challenge. According to J.Marcus Amazon’s online presence allowed them to use their search engines results in combination with product recommendations to bridge customers with the products that they were interested …show more content…
Interactive ads on portals are also quite common, as well as, e-mail “blasts”. According to Amazon.com statistics approximately 840,763 sites have a direct link to Amazon. These methods tend to be less effective, however, cheaper and require less effort and time. More recently Amazon has been noted to have product placements in some movies and TV shows, while printed media gets less
In 1961 a well known marketing researcher Robert J. Lavidge and a professor at the University of Chicago Gary A Steiner created a model that suggested six steps to consumer buying behaviour and called it the Hierarchy of Effects. This model was made for advertisers to use for the creation of adds that would influence a customer into going through the 6 stages showed in image 1.1. The main target of this model was to persuade customers into going through these 6 stages, which in theory should result in a purchase. However, it was clear that in some cases a customer didn’t have to pass all the stages, to make a decision to purchase.
From this theory a metric that is used today was derived. Awareness, Attitudes …show more content…
It may seem quite easy to blindly invest in various types of advertisements, however, it’s important to make sure that the knowledge gained stays with the costumer, as it may be forgotten in seconds. Amazon tends to spread their awareness through effective marketing communications which are often the after effect of their focus on improving the customer experience. Such priority results in word-of-mouth promotion which is viewed by many as one of the most effective in attracting new customers and maintaining old ones. Furthermore, Amazon’s unique strategy in using personalisation through technology allows them to reach a difficult market which CEO Jeff Bezos refered to as “the hard middle”. Bezos proposed that it was quite simple to reach a small group of people as they could just be called over the phone or talked to on the street. To reach millions of people wasn’t difficult either as a company could place an add in an vastly popular event such as the Olympics. However, reaching that group of people in the middle, making them interested, was quite a challenge. According to J.Marcus Amazon’s online presence allowed them to use their search engines results in combination with product recommendations to bridge customers with the products that they were interested …show more content…
Interactive ads on portals are also quite common, as well as, e-mail “blasts”. According to Amazon.com statistics approximately 840,763 sites have a direct link to Amazon. These methods tend to be less effective, however, cheaper and require less effort and time. More recently Amazon has been noted to have product placements in some movies and TV shows, while printed media gets less