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Decision Making

Decision Making. MKT 846 Professor West. Agenda. Looking back… What clues can our “information processing model” provide? Evaluating Ad Effectiveness The Art of Persuasion What should Levi Strauss & Co. be doing? Relating attitudes to choice

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Decision Making

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  1. Decision Making MKT 846 Professor West

  2. Agenda • Looking back… • What clues can our “information processing model” provide? • Evaluating Ad Effectiveness • The Art of Persuasion • What should Levi Strauss & Co. be doing? • Relating attitudes to choice • The role of cognition, emotions, and involvement • Doing background research for your project • Mr. Chuck Popovich will demonstrate resources available on-line and in the library

  3. Purchase Retention Acceptance/ Yielding Attention Comprehension Exposure Delayed Recall Scanner Data Attitude, Purchase Intent Listener Recognition Recall, Checklists Circulation, Reach Measuring Advertising Effectiveness • McGuire Model Testing Ad Effectiveness

  4. Tactical Decisions Yielding Attention Comprehension Exposure Retention

  5. Tactical Decisions Yielding Attention Comprehension Exposure Retention

  6. The Art of Persuasion • Hierarchy of Effects Models:

  7. The Case of Levi Strauss & Co. • Founded in 1853, Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel companies with sales in more than 100 countries. • Seventh consecutive year of sales decline • After peaking at $7.1 billion in 1996, Levi's sales have slipped every year, and the company has warned that it expects 2003 revenue to come in at 6 to 7 percent below the prior-year level. Fiscal 2002 sales were $4.14 billion. • Levi's remains one of the best-known trademarks in U.S.

  8. Decision Making Problem/Opportunity Recognition • Traditional Model: Information Search Alternative Evaluation Purchase Decision Post Purchase Evaluation

  9. Four Paths … • Cognitive processing: • Think Feel Do • Experiential processing: Emotional • Feel Do Think Impulse • Do Feel Think • Habitual processing: • Do Think Feel

  10. The FCB Planning Grid

  11. Next Time… • Duncan Chapter 6 • Purvis pp 1 – 18 • Once your team has received a “go ahead” on your proposal it is time to do background research and write-up a situation analysis that incorporates: • Industry information, Company and Competitor information, Consumer information, and Environmental Factors & Trends

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