Week 7 Journal: Whistleblowing

Learning Goal: I’m working on a marketing discussion question and need an explanation and answer to help me learn.

Read the Hierarchy of Effects Theory article linked here and in the Week 7 reading section. Reflect on a recent purchase experience you had with a new product or service that you had never purchased before. Pick a purchase where you were specifically influenced by a marketing / advertising effort. Submit a post that addresses the following questions:

1. Tell how each of the six steps in the Hierarchy of Effects process (Awareness, Knowledge, Liking, Preference, Conviction, Purchase) applied to your purchase.
2. What were your experiences as you went through the process of purchasing the product or service?
3. a.) What marketing medium was most effective? Why? b.) What was not effective? Why?
4. Suggest two things that you would have done differently if you were marketing director for that product and give rationale for your suggestions.

Please include a citation to at least one specific marketing approach that the brand leveraged in their marketing effort.

Replies are encouraged for this discussion, but not required.

Submit your post by Sunday at 11:59 PM ET.