One thing to keep in mind, however, is that organizational buyers do not spend their entire lives in their professional roles. They are also consumers, not only of household products, but of entertainment media. They go to movies, watch television, listen to the radio, read newspapers and magazines and play video games in their "down time". Before the formal stages of the buying process begin within their organizations, they may acquire information and form perceptions about products from such sources and file them in memory - key stages in the formation of brand perceptions. [4] Brown and Johnston (2006) identified "determinants of brand bonds and brand selection" as a "critical area of opportunity" in the study of organizational buying behavior. Once stored in long-term memory, such information and perceptions have the potential to shape the consideration sets that determine which products their companies will consider when that issue becomes relevant to their professional roles. Therefore, there is potential value to B2B marketers in turning to product placement, despite its more common use as a B2C strategy, and in applying approaches to that communication technique that have been shown to render it most effective among consumers.
One thing to keep in mind, however, is that organizational buyers do not spend their entire lives in their professional roles. They are also consumers, not only of household products, but of entertainment media. They go to movies, watch television, listen to the radio, read newspapers and magazines and play video games in their "down time". Before the formal stages of the buying process begin within their organizations, they may acquire information and form perceptions about products from such sources and file them in memory - key stages in the formation of brand perceptions. [4] Brown and Johnston (2006) identified "determinants of brand bonds and brand selection" as a "critical area of opportunity" in the study of organizational buying behavior. Once stored in long-term memory, such information and perceptions have the potential to shape the consideration sets that determine which products their companies will consider when that issue becomes relevant to their professional roles. Therefore, there is potential value to B2B marketers in turning to product placement, despite its more common use as a B2C strategy, and in applying approaches to that communication technique that have been shown to render it most effective among consumers.
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