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Types of Brands in Retail

By “Retail concentration” we mean the market-share belonging to generally the top 4 or 5 firms of the Great distribution present in a regional market, as a percentage on the total.

The Consumer-Centric Business

The Consumer-Centric Business There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centered around Consumer, Shopper & Retailer needs.

Advertising Likelihood Model

The Elaboration Likelihood Model Researchers have identified two ways promotion communication can persuade consumers: the central and peripheral routes to persuasion. Like learning theory, each depends on the consumer’s level of involvement with the product and the message.

How Consumers Process Information

How Consumers Process Information Learning is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience. Like perception, learning works off the mental files and at the same time contributes to them.

Kinds of Perception

Stimulus A stimulus is physical information we receive through our senses. Advertising stimuli can appear in a variety of forms: a window display at a local department store, the brightly colored labels on cans of Campbell’s tomato soup, or even […]

The Consumer Perception Process

The Consumer Perception Process Perception is everything. It guides all our activities from the people we associate with to the products we buy. How a consumer perceives each of the different brands in a category determines which ones he or […]

How to Compensate Adv Agency

  There are three basic methods by which clients compensate agencies for services rendered: (1) receiving commissions from media, (2) being compensated based on a fee system, and (3) earning compensation based on outcomes.