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Beginning of Part 2 The Planning: Analyzing the Advertising and Integrated
Brand Promotion Environment
We have finished the Process phase of the text and moving on to Planning
Our perspective changes from a broad view of advertising and IBP to a managerial view.
The Planning phase leads to the development of advertising and IBP materials
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© 2009 South-Western, a part of Cengage Learning
Chapter 5
Advertising, Integrated Brand Promotion and Consumer
Behavior
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Consumer Behavior
Perspectives:1. Consumers are Systematic Decision Makers
Maximizing the benefits from purchases defines the purchase—consumers are deliberate
2. Consumers are Active Interpreters Cultural/social membership defines purchases Consumers are “meaning makers” in their consumption
Consumer Behavior: a wide spectrum of things that affect, derive from, or form the context of human consumption.
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Consumer Decision-Making: The Consumer as a Systematic Decision Maker
The Consumer is: Logical Purposeful Acts in a “sequential” manner in making
decisions
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The Consumer Decision-making Process
1. Need recognition Functional or Emotional benefits
2. Information Search and Evaluation Internal and External search Consideration Set Evaluative Criteria
3. Purchase
4. Post-purchase use and evaluation Customer satisfaction Cognitive dissonance
Does this ad offer a functional or
emotional benefit?
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Cognitive Dissonance
1. The purchase price is high
2. There are many close alternatives
3. The item is intangible (example?)
4. The purchase in important
5. The item purchased lasts a long time
The feelings of doubt and concern after a purchase is made. Dissonance increases when
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Modes of Consumer Decision-Making: Vary by Involvement and Experience
1. Involvement Interests and avocations Risk—high price or long term commitment High symbolic meaning to purchase Deep emotion attached to purchase
2. Experience More experience, more astute consumer
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4 Modes of Consumer Decision-Making: (Vary by involvement and experience)
1. Extended Problem Solving Deliberate, careful search
2. Limited Problem Solving Common products, limited search
3. Habit or Variety Seeking Variety seeking—switch brands at random Habit—buy single brand repeatedly
4. Brand Loyalty Conscious commitment to find same brand each
time purchase is made
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Key Psychological Processes in Advertising
1. Attitude Over Overall evaluation of an object person or
issue on continuum=like/dislike; positive/negative
2. Brand Attitude Summary evaluations that reflect preferences
for various products and services
3. Salient Beliefs Small number of key beliefs. Five to nine
salient beliefs typically form the critical determinants of attitude
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Key Psychological Processes
Multi-Attribute Models (MAAMs) Evaluative Criteria: attributes consumers use to
compare brands
Importance Weights: priority assigned to attributes
Consideration Set: group of brands that are focal point of decision effort
Beliefs: knowledge and feelings consumer has about various brands
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Key Psychological Processes
Information Processing and Perceptual Defense Cognitive Consistency Impetus: Strongly held beliefs to make efficient decisions
Advertising Clutter: Large volume of ads causes overload
Selective Attention: Most ads are ignored because they do not fit consumer’s need state
Cognitive responses: Thoughts that occur to consumer at moment when beliefs are challenged by persuasive communication
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Key Psychological Processes
The Elaboration Likelihood Model (ELM) “Central route” persuasion when involvement is
high “Peripheral route” with peripheral cues rather
than strong arguments when involvement is low
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Perspective Two: The Consumer as Social Being
Perspective One: The consumer as a decision maker can tells only part of the story.
Consumption can be a social and cultural process as well
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Consuming in the Real World
Social classSocial class
Geo-politicsGeo-politics
RitualsRituals
FamilyFamily ValuesValues
ReferenceGroups
(membership/aspiration)
ReferenceGroups
(membership/aspiration)
Race /Ethnicity
Race /Ethnicity
GenderGender
CultureCulture
CommunityCommunity
ObjectMeaningObject
Meaning
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Advertising, Social Rift and Revolution
Advertisers see and seize the opportunity to provide “costumes” and “consumables” “Revolutions” require a certain “look” “Looks” signal political/social orientation
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Advertising as Social Text: How Ads Transmit Socio-cultural Meaning
Advertising Advertising //
fashion systemfashion systemAdvertising Advertising //
fashion systemfashion system FashionFashionsystemsystem
FashionFashionsystemsystem
PossessionPossessionritualritual
PossessionPossessionritualritual
ExchangeExchangeritualritual
ExchangeExchangeritualritual
GroomingGroomingritualritual
GroomingGroomingritualritual
DivestmentDivestmentritualritual
DivestmentDivestmentritualritual
Culturally constituted worldCulturally constituted worldCulturally constituted worldCulturally constituted world
Consumer goodsConsumer goodsConsumer goodsConsumer goods
Individual consumerIndividual consumerIndividual consumerIndividual consumerPPT 5-16
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Factors Affecting Consumer Decision Making
SUBCULTURESSUBCULTURESSUBCULTURESSUBCULTURES
MEDIAMEDIAMEDIAMEDIA
NEWSNEWSMAGAZINESMAGAZINES
RADIORADIOTELEVISIONTELEVISION
DIRECT MEDIADIRECT MEDIABLOGSBLOGS
INTERNET INFOINTERNET INFO
NEWSNEWSMAGAZINESMAGAZINES
RADIORADIOTELEVISIONTELEVISION
DIRECT MEDIADIRECT MEDIABLOGSBLOGS
INTERNET INFOINTERNET INFO
NEEDSNEEDSNEEDSNEEDS
PRICEPRICEPACKAGINGPACKAGING
ADVERTISINGADVERTISINGPROMOTIONPROMOTION
PERSONAL SELLINGPERSONAL SELLING
PRICEPRICEPACKAGINGPACKAGING
ADVERTISINGADVERTISINGPROMOTIONPROMOTION
PERSONAL SELLINGPERSONAL SELLING
MARKETER-MARKETER-CONTROLLEDCONTROLLED
STIMULISTIMULI
MARKETER-MARKETER-CONTROLLEDCONTROLLED
STIMULISTIMULI
EDUCATIONEDUCATIONEDUCATIONEDUCATION
VALUESVALUES // ATTITUDESATTITUDESVALUESVALUES // ATTITUDESATTITUDES
PASTPASTEXPERIENCEEXPERIENCE
PASTPASTEXPERIENCEEXPERIENCE
PERSONALITYPERSONALITYPERSONALITYPERSONALITYPLEASUREPLEASUREPLEASUREPLEASURE
GENDERGENDERGENDERGENDER
CULTURECULTURECULTURECULTURE
LIFE-STYLELIFE-STYLELIFE-STYLELIFE-STYLE
SOCIALSOCIALCLASSCLASSSOCIALSOCIALCLASSCLASS
REFERENCEREFERENCEGROUPSGROUPS
REFERENCEREFERENCEGROUPSGROUPS
FAMILYFAMILYFAMILYFAMILY
SITUATIONALSITUATIONALFACTORSFACTORS
SITUATIONALSITUATIONALFACTORSFACTORS
CONSUMERCONSUMERDECISIONSDECISIONS
CONSUMERCONSUMERDECISIONSDECISIONS
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