CDJ
What is the first stage of the modern Consumer Decision Journey?
The Initial Consideration Set.
What does “IMC” stand for?
Integrated Marketing Communications.
What does AR stand for?
Augmented Reality.
In the “Active Evaluation” stage, consumers tend to add and subtract brands. What makes this stage nonlinear?
Consumers constantly switch between touchpoints (online/offline), revisiting comparisons instead of following a straight funnel.
Why is consistency across touchpoints critical in IMC?
Because consumers encounter many channels, and inconsistent messages reduce clarity, trust, and brand recognition.
What is one major benefit of AR shown in the IKEA example?
It reduces uncertainty by letting customers visualize products in their own home.
What is the main reason why the “loyalty loop” replaced the idea of post-purchase as the end of the funnel?
Because satisfied customers often re-enter directly into repurchase without re-evaluating alternatives.
What is the role of “synergy” in IMC?
Combining different communication tools so they reinforce each other and create stronger impact than if used separately.
According to the AR research, why does AR lead to more engagement than traditional online product information?
Because AR is interactive and requires active exploration, which increases user involvement and attention compared to passively viewing images or videos.
According to the CDJ, which two forces most strongly influence the Initial Consideration Set, and why can brands not easily manipulate them with tools?
Brand familiarity and past experiences, because they are based on long-term brand perceptions, culture, and memories, not short-term marketing actions.
Give one example of how IKEA can use IMC to support the “Moment of Purchase” using multiple channels working together.
Example answer: A discount (promo) sent by email, reinforced by a geo-targeted mobile ad when the shopper is near the store, plus an in-store display confirming the deal.
According to the AR research, AR increases the value of virality compared to traditional media. What key condition must be met for AR content to be highly shareable without overshadowing the brand?
The AR experience must be surprising and interactive but still clearly connected to the brand, so the brand stays salient when the content is shared.