How to reach customers

How to reach customers

1. Perception

   • Exposure
   • Attention
     • Is the ad relevant?
       • Percy and Rossiter matrix

2. Learning

   • Classical conditioning
   • Operant conditioning
   • Social learning
   • Memory

3. Which type of customer do we reach?

   • Personality
     • Psychoanalytic
     • Trait approach
     • Self-conception
   • Motivation
     • Latent
     • Passive
     • Active
   • Social context
     • Reference groups

4. Marketing mix 4Ps

   • Product
   • Price
   • Place
   • Promotion

5. Proposition Acquisition