Themarketing communicator'starget marketmay be totally unawareof the product,knowonly itsname,or know one or afew thingsaboutit.The communicator must first build awarenessand knowledge.For example,when Nissanintroduced its Infiniti automobile line,it beganwithan extensive"teaser"advertising campaignto create name familiarity.Initial ads for theInfiniti created curiosity and awareness byshowing the car's name but not the car.Later adscreated knowledge by informing potential buyersof the car's high quality and many innovativefeatures
◼ The marketing communicator’s target market may be totally unaware of the product, know only its name, or know one or a few things about it. The communicator must first build awareness and knowledge. For example, when Nissan introduced its Infiniti automobile line, it began with an extensive “teaser” advertising campaign to create name familiarity. Initial ads for the Infiniti created curiosity and awareness by showing the car’s name but not the car. Later ads created knowledge by informing potential buyers of the car’s high quality and many innovative features
Assuming targetconsumers know theproduct,how do they feel about it? Once potential buyersknow about the Infiniti, Nissan's marketers wantto move them through successively strongerstages of feelings toward the car.These stagesinclude liking (feeling favorable about theInfiniti),preference (preferring Infiniti to othercar brands),and conviction (believing thatInfiniti is the best car for them).Infinitimarketers can use a combination of thepromotion mix tools to createpositive feelingsand conviction.Advertising extolsthe Infiniti'sadvantages over competing brands.Pressreleases and other public relationsactivitiesstress the car's innovative features andperformance
◼ Assuming target consumers know the product, how do they feel about it? Once potential buyers know about the Infiniti, Nissan’s marketers want to move them through successively stronger stages of feelings toward the car. These stages include liking (feeling favorable about the Infiniti), preference (preferring Infiniti to other car brands), and conviction (believing that Infiniti is the best car for them). Infiniti marketers can use a combination of the promotion mix tools to create positive feelings and conviction. Advertising extols the Infiniti’s advantages over competing brands. Press releases and other public relations activities stress the car’s innovative features and performance