2 types of advertising

above the line > direct through media, tv > for mass attention

Below the line > through event > for customized

if simple decision making

steps : need recognition > purchase decision > post purchase decision
for high volume low margin product > common product/daily use
related to price sensitivity

complex decision making

steps : need recognition > information searching and processing > identification
and evaluation of alternatives > purchase decision > post-purchase behavior
for low volume high margin > uncommon product
not-related to price sensitivity

for marketing, match value and marketing strategy for each segment > try to get
inside your customer mind