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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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Factors InfluencingBuyer
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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Factors InfluencingBuyer
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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Factors InfluencingBuyer
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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Factors InfluencingBuyer
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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Factors InfluencingBuyer
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
Evaluation of Alternatives
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
Evaluation of Alternatives
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
Evaluation of Alternatives
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
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