December 21, 2008, 2:22 pm
Filed under: Chapters
Filed under: Chapters
Online media vs. Offline:
- Interactivity
- Individualism
- Community and Relationships
STP
Principles for Marketspace Matrix Design
Which lever should be used?
- Choose levers to effect a change
- determine which levers have the most leverage
- consider barriers to advancement
- consider the medium’s effect on desired behavior
- level of involvement matters
- understand consumer learning trends
- credibility of the channel matters
- the choice of levers must be consistent with positioning choice
- the medium can be the message – or the product
- matrix design must be adaptive
Anthony D.
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