Clip 5 - Anderl et al., 2016 - The Impact of Journey elements & touchpoints on sales

5 important questions on Clip 5 - Anderl et al., 2016 - The Impact of Journey elements & touchpoints on sales

What does a switch from a Firm-initiated to Customer-initiated channel indicate?

Progress in purchase decision process. Increase in purchase propensity.

Why does a switch from a Firm-initiated channel to a Customer-initiated channel indicate progress in the purchase decision?

Because someone who first visits a website through an FIC but comes back using a CIC can be narrowing down his or her choice by actively searching for new information.

What is the role of Generic Search Advertisements when it comes to CIC?

They raise awareness that the brand is relevant for the search.
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What does a switch from Generic to Branded CIC's indicate?

The inclusion of the advertiser's brand in the consideration set.

What does a switch from Branded CIC to Generic CIC indicate?

Stagnation in purchase decision process, decrease in purchase propensity due to identifying other alternatives.

The question on the page originate from the summary of the following study material:

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