6. Will information or persuasion matter?

• Current state of information and opinion?

  • Customers?
  • Gatekeepers?

• Impact on…

  • Awareness? Trial? Repurchase? Loyalty?

• Role for…

  • Consumer or trade promotions?
  • PR?

• Advertising implementation…

  • Messages? Creative treatment?
  • Media weight and timing?

Previous slide

Next slide

Back to first slide

View graphic version