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A Behavioral Sequence Model is a powerful way for managers to focus their thinking on how consumers make decisions, and how to best influence that process.
Positioning a brand correctly requires careful attention to correctly verifying the specific need as consumers see it, and the benefits they associate with the brand.
At the heart of successful marketing communication is an understanding of correct Brand Attitude Strategy. This requires knowing how involved people are with the purchase decision, and what is the underlying motivation that is driving behavior.
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These are just a few of the many proven tools we have developed to help managers build more successful brands.
We would be happy to talk with you about any of our ideas, or you may want to read about them in my new book, Strategic Advertising Management.
Building A Purchase Decision Matrix
An Essential Tool for Integrated Communications Planning
By Larry Percy
This is a online course offered through Sage Marketing Communications online here.
Overview:
In order to influence consumer purchase and usage decisions, it is first important to understand how those decision are made.
This course provides a model of consumer decision making that you can adapt to any product or service category to help identify the stages of the decision process for your brand and category. A second tool is provided to help identify the decision-making roles that people play in this process. Finally, a third tool identifies the communications tasks, targets, touch points and timing to influence those involved in the decision process.
This course is essential to integrated planning because a brand’s communications architecture can only be strategically integrated if the communications plan is based on the purchase decision process for the brand.
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