advertising class baruch college week 5 presentation
DESCRIPTION
Advertising and marketing best practices for prfoessionals, entrepreneurs and business owners.TRANSCRIPT
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AdvertisingAdvertisingMKTMKT00350035
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Chapter 5:Chapter 5:Communication Communication
& Consumer & Consumer BehaviorBehavior
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What Is “What Is “GREATGREAT” ” Advertising?Advertising?
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Does Advertising WorkDoes Advertising Make Us Like The Product, or…Do We Like The Advertising
Because We Like The Product?
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For Discussion
Does Advertising Work?
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Advertising as a Advertising as a SPECIALSPECIAL
Communication.Communication.““Truth, well Truth, well
told.”told.”
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The Human The Human Communication Communication
ProcessProcess
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Source Encoding Message Channel
Decoding Receiver
Feedback to be decoded by a receiver
Human Communication Process
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Source:
Message:
Channel:
Receiver:
The sponsor
The ad
The medium
The consumer
Applying Process to Advertising
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Evian ad uses a symbol toencode its message
Applying Process to Advertising
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ConsumerConsumerBehaviorBehavior
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e
Consumer Decision Process
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Consumer Perception
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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
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Personal Personal Processes to Processes to
CommunicationCommunication
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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
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Elaboration Likelihood
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Attitude
Habit
Interest
Loyalty
Results of Learning
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This ad for Keds aims to create a positive attitude, so consumers will remember the brand.
Consumer Perception
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Your Your Perspectives Perspectives
Influence YourInfluence YourDecisions Decisions
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Needs: basic & often instinctive.
Wants: learned during lifetime.Maslow’s hierarchy of needs
Motivation: underlying forces driving decisions.
Consumer Motivation
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Porsche ad hinting at several levels of needs
Consumer Motivation
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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
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Interpersonal
Family
CultureSociety:Reference Groups & Opinion Leaders
Influences on Consumer Behavior
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Egoic MarketingEgoic Marketing
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U.S. Army ad focused on a Spanish- speaking audience.
Cultural Influences on Consumer Behavior
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PurchasePurchaseDecisions Decisions
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Evoked Set:mp3 Players: Apple Microsoft Rio SanDisk
Purchase Decisions & Post Purchase Evaluation
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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
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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?
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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
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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
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For Discussion
Does Advertising Influence Influence Consumer
Behavior, Or ReinforceReinforce It?
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