A decision to purchase is reached after you must have gone through a series of processes which begins with the identification of the need for the product. The usual thing is to embark on a search which can be internal, external, or both. The internal search focuses on your memories while the external is market dominated or personal and interpersonal, inadvertently making organizations to score high on ads and branding. Your memories which stem from the knowledge you already have of the product are ultimately based on exposure, attention, comprehension & acceptance, and retention. 1. Exposure Exposure is based on the contact you have previously had with a brand and to embed such a brand in your mind, organizations resort to pulsing ads. Pulsing combines flighting and continuous scheduling by using a low advertising level all year round and heavy advertising during peak selling periods. This will not work for all products or services and is basically fit for product categories that are sold all year round but experience a surge in sales at intermittent periods. For instance, there is no point pulsing the ads associated with Christmas hampers all year round because they are only of interest for a…
