Marketing Management

Explain the concepts of recency theory and three exposure hypothesis in your own words. Discuss an example of an advertisement that was a catalyst to a purchase you made. How many times did you see the ad before you made the purchase? How did the ad impact your action to make the purchase? Think of an ad you recently saw or heard that made no impact on your purchase behavior. Explain why in the context of recency theory.

Define brand recognition and brand recall.

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Explain the difference between the two concepts? Suppose a home furniture store wants to increase its brand recognition.

Explain the process and media that should be used. Instead of brand recognition, suppose the furniture store wanted to increase brand recall. How would the media and message be different? Be specific.

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