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kristofer granger

He spent the last 10 years working in Marketing and Communications for the Higher Education, Advertising, Technology, Construction and Creative Industries. He obsessed over Consumer Behaviour and observed how societies are influenced and moved. His academic work, coupled with his practitioner experience has equipped him with the tools to practice, consult and teach Marketing and Business Information Systems. He spent some time on the Agency side, working with clients like Caribbean Airlines, BG Trinidad and Tobago (now Shell), Trinidad Cement Ltd, Nestle, UTT, Angostura and a few others. On the client side, I worked on brands like F1RST.com, CreativeTT (MusicTT, FilmTT and FashionTT) and countless startup brands in the creative and tech spaces. I’ve launched campaigns throughout the Caribbean and managed the strategic marketing function for organisations that position themselves at the helm of their respective industries. I’ve hired and procured services of marketers and creatives all over the world including Europe, China, the Caribbean and North America.

Recent Posts

The Conversion Funnel for Marketers

A bit of history on the funnel

At some point between 1889 and 1925  the AIDA model was created by Elias St Elmo Lewis’. He was an Ad man and academic whose strategic advertising approach implies that people react to advertising communications in the unidirectional trajectory that starts with Attention, followed by Interest, and then Desire, before finally taking Action. The AIDA model subsequently birthed several iterations including the Hierarchy of Effects Model, which, in a similar linear fashion, describes how consumers firstly become aware of advertising communications before seeking knowledge about the product/ service/ brand. Finding himself emotionally involved, the consumer then moves into liking the brand. At this point, as long as the advertising communication is done right, the model suggests, that, while still emotionally driven, the customer begins to prefer the product/ service/ brand. Only after that point, is his behavior altered as he moves into the fifth and sixth stages conviction and purchase.

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Rethinking Public Relations


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