Decision making
Download
1 / 11

Decision Making - PowerPoint PPT Presentation


  • 55 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Decision Making' - idania


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Decision making

Decision Making

MKT 846

Professor West


Agenda
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


Measuring advertising effectiveness

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


Tactical decisions
Tactical Decisions

Yielding

Attention

Comprehension

Exposure

Retention


Tactical decisions1
Tactical Decisions

Yielding

Attention

Comprehension

Exposure

Retention


The art of persuasion
The Art of Persuasion

  • Hierarchy of Effects Models:


The case of levi strauss co
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.


Decision making1
Decision Making

Problem/Opportunity

Recognition

  • Traditional Model:

Information

Search

Alternative

Evaluation

Purchase

Decision

Post Purchase

Evaluation


Four paths
Four Paths …

  • Cognitive processing:

    • Think Feel Do

  • Experiential processing:

    Emotional

    • Feel Do Think

      Impulse

    • Do Feel Think

  • Habitual processing:

    • Do Think Feel



Next time
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


ad