advertising pres 4

8/14/2019 Advertising Pres 4

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Advertising

Mrs Gopika Kumar


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Knowing the Target Audience-Knowing th

e Target Audience-

ConsumerConsumer

Who are theyWhere are theyHow do they think, feel, live..How do they behave:

User status Usage rate Loyalty status Readiness to buy Innovation adoption

What do they buy

ConvenienceShoppingSpecialtyUnsought product

Why do they buy Benefit:

Necessary Extra

Motive for purchase Rational Emotional Social

Thoughts on motives Negative and positive Maslows hierarchy Herzbergs theory


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Knowing the Target Audience-Knowing th

e Target Audience-

ConsumerConsumer

How Do They Buy

Need gap identification Information search

Alternatives evaluation

PurchasePost purchase behavior


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Consumer Behavior

The Behaviorthat consumers display in

searching for,

purchasing,using,

evaluating and

disposing of products and servicesthat they expect will satisfy their needs.


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Marketing Mix

Product

PromotionPricePlace

Socio Cultural Environment

Family

Social classCulture & Subculture

External

Input

Need RecognitionSearch

Evaluation of Alternatives

Psychological Field

MotivationPerception

Learning

Personality

Attitudes

Internal

Post Purchase Evaluation

Purchase

Trial

Repeat Purchase

Post Decision Behavior

Process

Output


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Factors InfluencingBuyer

Behavior

Factors

Internal External

Personal Psychological Cultural Social


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Behavior

1.Personal Factors

Age and stage in the Life Cycle

Occupation & Economic circumstances Lifestyle

Personality and Self concept

Internal Factors


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Life cycle

Stage 1:

Stage 2:

Stage 3:

Stage 4:

Stage 5:

Bachelorhood

Honeymooners

Parenthood

Postparenthood

Dissolution

Young single adult living apart from parents

Young married couple with no children

Married couple with at least one child at home

An older couple with no children living at home

One surviving spouse

Internal Factors


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Personality and Self concept

Understanding PersonalityInner Psychological Characteristics that both

determine and reflect how a person responds to

his or her environment.

Personality reflects individual differences

Personality is consistent and enduring

Personality can change

Internal Factors


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Behavior

2.Psychological Factors

Motivation

Perception Learning

Attitude formation

Internal Factors


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Motivation

What is motivation?

Motivation is the Driving Force within individuals that

impels them to action.

Study ofWhyConsumers buy

what they Buy.

Internal Factors


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Unfulfilled Needs,Wants & Desires

builds up Tension

Motivational Force coz of Previous

Learning(Experience) and Cognitive

Process(Internal Thinking)

Goal Attainment or Need Fulfillment

Tension ReductionB e h

G o

D r i

N e e

Internal Factors


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Needs: Maslows Hierarchy of Needs Model


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Perception

Meaning

Perception is defined as the

process by which an

individualgathers,processes and

interprets information from

the environment.

Stimulus

Exposure

Attention

Interpretation

Memory

Action

Internal Factors


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Perception

Perception LevelsSelective Attention

Selective DistortionSelective Retention

Internal Factors


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Learning

Meaning

A Process by which individuals acquire the purchase

and consumption knowledge and experience that they

apply to future related behavior.

Internal Factors


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Elements of Consumer Learning

Motivation

Cues

Response

Reinforcement

Internal Factors


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Attitude

Meaning

An Attitude is a learned predisposition to behave in a

consistentlyfavorable orunfavorable way with respect

to a given object.

Internal Factors


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Attitude Formation

Attitude Formation

Sources of Information & Influence on Attitude formation

Personal Experience

Groups

Direct Marketing

Mass Media

Internet

Needs Perception Learning Personality

ATTITUDE FORMATION

Internal Factors


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Behavior

1.Social Factors

Reference Groups

FamilyRoles and Statuses

External Factors


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Reference Groups

A reference group is any person or group that serves

as apoint of comparison(or reference) for an individual

in forming either general or specific beliefs,attitudes

and behavior.

A reference group is the group whose imitation an

individual does while forming values, beliefs, attitudes,

opinions and behavior.

External Factors


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Consumer Reference Groups

Friendship Groups

Shopping Groups

Work Groups

Virtual Groups or Communities

Consumer Action Groups

Informal & Unstructured Groups

Purchase Pals who shop together

Formal & Informal Friendship Work Group

Web Based Consumer Groups

Consumerist Movement Groups

External Factors


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Reference Group Appeals

Celebrities

Expert

Common ManExecutive

& Employee

Spokesperson

Trade or Spoke

Characters

Others

External Factors


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Family

Family

Two or more persons related by blood,

marriage or adoption who reside together.

External Factors


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Family Decision Making

1.Key Consumption roles

Influencers Family members who provide information

Gatekeepers Family members who control the flow of information

Deciders Family members with the power to determine

Buyers Family members who make the actual purchase

Prepares Family members who transform the product for cons.

Users Family members who useMaintainers Family members who service or repair

Disposers Family members who carryout disposal

External Factors


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2.Husband-Wife Decision Making

3.Role children in Family Decision making

External Factors


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Behavior

2.Cultural Factors

Cultures

SubculturesSocial Classes

External Factors


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Culture

Sum total of learned

beliefs, values and

customs

that serve to direct theconsumer behavior of

members of a particular

society.

Accumulated Feelings and

priorities that individuals have

about things and possessions

Usual and Acceptable ways

of behaving

External Factors


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Cross Cultural Consumer

Behavior

Cultural Value Meaning

Individualism/Collectivism Materialism

Romanticism Hard work/Leisure

Adult/Child Cleanliness

Male/Female Dominance Performance/status

Competition Tradition

Age Risk Taking

Indian cultural Values and their Implications


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Social Class

Meaning

A Range of social positions on which each member of

the society can be placed and differ from one another intheirstatus, wealth, education, possessions, values,

beliefs and attitudes etc.

Status refers to the relative rankings of members of each

social class in terms of specific status factors ofwealth,powerand prestige.

External Factors


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Purchase Patterns of social classes

SOCIAL CLASS LIFESTYLE CONSUMPTION

Upper Upper Elite society Property, homes, education,

jewelry, vacations, carsLower Upper Top

Professional/businessman

Large homes, good dcor,latest gadgets, five star hotels

Upper Middle Professionalcareerists

Quality products, pcs, midsegment cars etc

Lower Middle White collarworkers

Best bargain, consumerdurable etc

External Factors


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Behavior

Factors

Internal External

Personal Psychological Cultural Social


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Marketing Mix

ProductPromotion

PricePlace

Socio Cultural Environment

Family

Social classCulture & Subculture

External

Input

Need RecognitionSearch


Psychological Field

Motivation

Perception

Learning

Personality

Attitudes

Internal

Post Purchase Evaluation

Purchase

Trial

Repeat Purchase

Post Decision Behavior

Process

Output


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Problem

Recognition

InformationSearch


PurchaseDecision

Post PurchaseBehavior

Process


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Consumer Decision Making

Model

Input

External Factors like Marketing Mix & Socio cultural influences

Process

1. Need Recognition

(Problem Recognition)

2. Prepurchase Search

(Information Search)

Internal Memory External sources

Past Experience Internet/MassMedia/Reading

Shopping knowledge

3. Evaluation of Alternatives


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Process


Evoked SetAwareness Set Consists ofall the brands that the customer

knows

Consideration Set Reduced Selected options

Choice Set

Decision


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Process


Evaluation of alternatives is done on the basis ofattributes.

Selection of alternative ,one must remember:- What evaluative criteria is used?

What is the importance of the criteria?

Methods for determining evaluative criteria:-

Direct Methods Indirect MethodsPersonal Face to Face Projective Techniques

Observation Perceptual Mapping


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Criteria Score (10)

Price 5

Brand Name 5

Total Score 10

Criteria Score (10)

Price 5

Brand Name 3

Total Score 8

Nokia Samsung


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Criteria Nokia Samsung Sony

1.Price 5 7 4

2.Brand Name 7 6 8

3.Quality 8 7 8


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Output

Purchase Intention

Purchase Decision

Attitudes ofOthers

UnanticipatedSituational Factors


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Output

Post Purchase Behavior

consumption

Post consumption feeling

SatisfactionRepeat Purchase

Brand Loyalty

Positive Publicity

DissatisfactionFewer Purchase/No Purchase

Complaints

Negative Publicity


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Buying Roles

Five Distinguished Roles:

Initiator

InfluencerDecider

Buyer

User


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Buying Behavior

Complex BuyingBehavior

Variety SeekingBuying Behavior

DissonanceReducingBuying Behavior

Habitual BuyingBehavior

High Involvement Low Involvement

Significant

DifferencesBetween Brands

FewDifferencesBetween Brands


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Assignment

Locate Advertisements concerning: Informative, Reinforcement, Reminder advertising Influence on Target consumers shown through:

Culture Social Class Family

advertising pres 4

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