Group presentation of previous class group work.
Principles of Marketspace Matrix Design:
- Choose levers to effect a change
- Determine which levers have the most leverage
- Consider barrier to advertisements
- Consider the medium’s effect on desired behavior
- Level of involvement matter
- 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 produc
- Matrix design must be adaptive
Today we presented the answers to the branding questions assigned on Monday. We discussed Amazon, the type of person who shops there, five key words we associate with the brand, et.. After that we talked about the lever selection processes, which includes the objective, positioning, the current relationship phase, the segment, and targeting. We concluded with a look at ten marketspace matrix principles of design.