advertising class baruch college week 5 presentation
DESCRIPTION
Advertising and marketing best practices for prfoessionals, entrepreneurs and business owners.TRANSCRIPT
AdvertisingAdvertisingMKTMKT00350035
Chapter 5:Chapter 5:Communication Communication
& Consumer & Consumer BehaviorBehavior
What Is “What Is “GREATGREAT” ” Advertising?Advertising?
Does Advertising WorkDoes Advertising Make Us Like The Product, or…Do We Like The Advertising
Because We Like The Product?
For Discussion
Does Advertising Work?
Advertising as a Advertising as a SPECIALSPECIAL
Communication.Communication.““Truth, well Truth, well
told.”told.”
The Human The Human Communication Communication
ProcessProcess
Source Encoding Message Channel
Decoding Receiver
Feedback to be decoded by a receiver
Human Communication Process
Source:
Message:
Channel:
Receiver:
The sponsor
The ad
The medium
The consumer
Applying Process to Advertising
Evian ad uses a symbol toencode its message
Applying Process to Advertising
ConsumerConsumerBehaviorBehavior
e
Consumer Decision Process
Consumer Perception
Harley Davidson ad capitalizes on the consumer’s self-perception.
Insert photo 5.9, p. 149
Harley temporary tattoo
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
Consumer Perception
Personal Personal Processes to Processes to
CommunicationCommunication
Theories of Learning
Cognitive Conditioning Memory, thinking, problem solving
Trial and error
Relevant to complex purchases and learning from other people
Relevant to simple, everyday purchases
Learning and Persuasion
Elaboration Likelihood
Attitude
Habit
Interest
Loyalty
Results of Learning
This ad for Keds aims to create a positive attitude, so consumers will remember the brand.
Consumer Perception
Your Your Perspectives Perspectives
Influence YourInfluence YourDecisions Decisions
Needs: basic & often instinctive.
Wants: learned during lifetime.Maslow’s hierarchy of needs
Motivation: underlying forces driving decisions.
Consumer Motivation
Porsche ad hinting at several levels of needs
Consumer Motivation
Rossiter & Percy’s fundamental motives
Negative Motives: problem removal or avoidance
Positive Motives: benefit, bonus or reward
Insert ex. 5-6, p. 155
8 Purchase Motives
Position = 0.5” horiz, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
Consumer Motivation
Interpersonal
Family
CultureSociety:Reference Groups & Opinion Leaders
Influences on Consumer Behavior
Egoic MarketingEgoic Marketing
U.S. Army ad focused on a Spanish- speaking audience.
Cultural Influences on Consumer Behavior
PurchasePurchaseDecisions Decisions
Evoked Set:mp3 Players: Apple Microsoft Rio SanDisk
Purchase Decisions & Post Purchase Evaluation
Evoked Set:mp3 Players
Evaluative Criteria
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Purchase Decision &Post Purchase Evaluation
Purchase Decision &Post Purchase Evaluation
Evoked Set:mp3 Players
Evaluative Criteria
Cognitive Dissonance
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
Evoked Set:mp3 Players
Evaluative Criteria
Cognitive Dissonance
Post-purchase
Evaluation
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
It’s so small. I like the
color. It doesn’t
take long to put my music on it.
Post-Purchase Evaluation
Enhanced Kim-Lord grid Insert ex. 8.11, p.
256
Kim-Lord grid
Position = 2.9” horizontal, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
Different Responses fromDifferent Products
For Discussion
Does Advertising Influence Influence Consumer
Behavior, Or ReinforceReinforce It?