Direct Marketing 5- Product Hierarchy, Information Matrix, & Extensive, Limited & Routine Problem Solving

  • PowerPoint Deck with Product Hierarchy, Information Matrix, and Problem Solving stages
  • T.K Clarke: Consumer Behavior in Canada: Theory and Practice  (Product Hierarchy, Information Matrix & decision making stages are covered in this book.   This book was written by my mentor and has a ton of great information!)
  • Al Ries & Jack Trout: Positioning: the battle for your mind (This is a “must read“!)
  • Fishbein Multi-attribute model
  • Joseph Sugarman: The Adweek Copywriting Handbook has some good mentions of the importance of using customer language
  • Rossiter-Percy advertising planning grid  (Although dated, great article with amazing implications)


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