MCOM 341Week 6 Summary

Communication and Consumer Behavior

DEFINITIONS:

consumer behavior  

The activities, actions, and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants.

stimulus   Physical data that can be received through the senses.

learning   A relatively permanent change in thought processes or behavior that occurs as a result of reinforced experience.

persuasion   A change in thought process or behavior that occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication (such as advertising or personal selling).

motivation   The underlying drives that stem from the conscious or unconscious needs of the consumer and contribute to the individual consumer's purchasing actions.

evoked set   The particular group of alternative goods or services a consumer considers when making a buying decision.

evaluative criteria  

The standards a consumer uses for judging the features and benefits of alternative products.

cognitive dissonance  

The theory that people try to justify their behavior by reducing the degree to which their impressions or beliefs are inconsistent with reality.

postpurchase evaluation  

Determining whether a purchase has been a satisfactory or unsatisfactory one.

OTHER CONCEPTS:

The Human Communication Process

Sour ceE nco di ng

Mes sag e

Cha nne l

Deco di ng

Rece iv er

Feed ba ck

N

ois e

The Communication Process in Advertising

The Perception Process

Maslow’s Hierarchy of Needs Motives

Source:Messa

ge:Chann

el:Receiv

er:

The sponsorThe adThe mediumThe consumer

Ad/commercialPromotionNews itemProduct/storePrice tagConversation

Physical Data

(Stimuli) SightHearingTouchTasteSmell

Physiological

Screens (Sensory) Personalit

ySelf-conceptAttitudesBeliefsHabits

Psychological Screens (Emotional)

Awareness

Nonawareness

Cognition(Awarenes

s) InformationNeedsWants

Mental Files

(Memory)

Feedback

Account Planning & Research

DEFINITIONS:

account planner  

The individual at an advertising agency primarily responsible for account planning.

account planning  

A hybrid discipline that bridges the gap between traditional research, account management, and creative direction whereby agency people represent the view of the consumer in order to better define and plan the client's advertising program.

marketing research  

The systematic gathering, recording, and analysis of information to help managers make marketing decisions.

advertising research  

The systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns.

media research  

The systematic gathering and analysis of information on the reach and effectiveness of media vehicles.

qualitative research  

Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle.

quantitative research  

Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations.

OTHER CONCEPTS:

How Advertising Research is Applied

Results of Advertising Strategy Research

Types of Qualitative Research

Types of Quantitative Research

Target

Audience Selection

Message Element

Selection

Media

Selection

Product

Concept Strat

egy Research

FocusGroups

Projective

Techniques

In-Depth

Interviews

Indirect questions:

What kind of people do you

think shop here?

One-on-one session with

carefully planned

questions about

individual’s feelings and motivations.

Group interview with 6+ member s of the target audience to discuss the

production/situation.

Types of Ad Testing Methods

SurveyExperiment

Observation

Researchers monitor

consumers’ actions.

UPC codes allow instant

data collection.

Researcher offers different stimuli to test

group and control group. Primarily new

products.

Researcher gains

information by questioning current or

prospective customers.

Direct Questioning

Central Locatio

n TestsClutterTests

Pretesting Attitude

TestsRecallTestsInquiryTestsSalesTests

Posttesting