Consumer Behavior is the study of how Consumer Behavior is the study of how

individuals make decisions to spend individuals make decisions to spend

their available resources (time, money, their available resources (time, money,

effort) on consumption related items.effort) on consumption related items.

The study of individuals, groups, or The study of individuals, groups, or organizations and the processes organizations and the processes they use to select, secure, use, and they use to select, secure, use, and dispose products, services, dispose products, services, experiences, or ideas to satisfy experiences, or ideas to satisfy needs and the impacts that these needs and the impacts that these processes have on the consumer processes have on the consumer and society.and society.

The behaviour that consumers display The behaviour that consumers display in searching for, purchasing, using, in searching for, purchasing, using, evaluating and disposing products and evaluating and disposing products and services that they expect will satisfy services that they expect will satisfy their needtheir need

• To understand the riddle called consumerTo understand the riddle called consumer• To understand the various influences on the To understand the various influences on the

consumer’s mindconsumer’s mind• To understand the explicit and implicit To understand the explicit and implicit

behaviours/ thought procedures of consumersbehaviours/ thought procedures of consumers• To meet the changing environmental concerns To meet the changing environmental concerns

and growing consciousnessand growing consciousness• To handle the fast changing technologyTo handle the fast changing technology• To meet the expectations of the globally To meet the expectations of the globally

exposed consumer exposed consumer

UNDERSTANDING UNDERSTANDING CONSUMER CONSUMER

AND AND MARKET SEGMENTSMARKET SEGMENTS

What is a Market?

CONSUMERSCONSUMERS

BUT - not just ANY people, they BUT - not just ANY people, they have to havehave to have

• Willingness to buyWillingness to buy• Purchasing power (money)Purchasing power (money)

• Authority to buyAuthority to buy

Grouping people according to their Grouping people according to their similarity related to a particular product similarity related to a particular product category”category”

Market Segmentation

WHY SEGMENT MARKETSWHY SEGMENT MARKETS

It is too difficult to create a product that will It is too difficult to create a product that will satisfy everybody, that is why we focus on satisfy everybody, that is why we focus on a segment of the total marketa segment of the total market

BASES FOR SEGMENTATIONBASES FOR SEGMENTATION

Geographic Segmentation Geographic Segmentation - - based upon based upon where people live (historically a popular way where people live (historically a popular way of dividing markets)of dividing markets)

Demographic Segmentation Demographic Segmentation - - based upon based upon age, gender and income level (very often age, gender and income level (very often used)used)

Psychographic / lifestylesPsychographic / lifestyles - based on - based on people’s opinions, interests, lifestylespeople’s opinions, interests, lifestyles

BenefitsBenefits - based on the different expectation - based on the different expectation that customers have about what a that customers have about what a product/service can do for themproduct/service can do for them

BASES FOR SEGMENTATIONBASES FOR SEGMENTATION

BASES FOR SEGMENTATIONBASES FOR SEGMENTATION

Model of Consumer BehaviorModel of Consumer Behavior

Marketing andOther Stimuli

(Input)

Marketing andOther Stimuli

(Input)

Buyer’s Black Box (Process)

Buyer’s Black Box (Process)

Buyer’s Response(Output)

Buyer’s Response(Output)

Product

Price

Place

Promotion

Economic Technological Political Cultural Subcultural Social Class Reference Groups Family

Individual Characteristics Affecting Consumer

Buyer’s Decision Process

Product Choice

Brand Choice

Dealer Choice

Purchase Timing

Purchase Amount

Factors Affecting Consumer Behavior

BuyerBuyer

Psychological

Personal

Social

Culture

Factors Affecting Consumer Behavior:Culture

• Most basic cause of a person's wants and behavior.• Values• Perceptions • Sum total of learned beliefs, values, and customs that serve to direct the consumer behaviour of members of a particular society

How Culture Influences• The invisible hands of culture• Culture is learned – Formal, Informal, Technical• Culture is reinforced• Language and Symbols• Rituals• Enculturation and Acculturation

Factors Affecting Consumer Behavior:Subculture

• A distinct cultural group that exists as an identifiable segment within a larger , more complex culture

• The unique beliefs, values , customs subscribed to by members of specific society

Types of Subcultures• Nationality subcultures• Religious subcultures• Geographic and regional subcultures• Racial subcultures• Age subcultures• Gender subculture

Factors Affecting Consumer Behavior:Social

Reference Groups• Membership • Friendship groups• Shopping Groups• Work groups• Celebrity groups

Reference Groups• Membership • Friendship groups• Shopping Groups• Work groups• Celebrity groups

Family• Husband, wife, kids• Influencer, buyer, user

Family• Husband, wife, kids• Influencer, buyer, user

Roles, Status, Social Class • Wealth• Occupation• Income• Education

Roles, Status, Social Class • Wealth• Occupation• Income• Education

Social FactorsSocial Factors

Factors Affecting Consumer Behavior:Personal

Personal InfluencesPersonal Influences

Age and Family Life CycleStage

Age and Family Life CycleStage OccupationOccupation

Economic SituationEconomic Situation

Lifestyle IdentificationLifestyle Identification

ActivitiesActivities OpinionsOpinions

InterestsInterests

Personality & Self-ConceptPersonality & Self-Concept

Psychological Factors

MotivationMotivation

PerceptionPerception

LearningLearning

Beliefs and Attitudes

Beliefs and Attitudes

Factors Affecting Consumer Behavior:Psychological

MOTIVATIONDriving force within individuals that impels them to action

Consumer MotivationsConsumer Motivations• Needs• Goals• Positive and negative motivation (needs, wants, desires and fear, aversions)• Rational and Emotional Motivation (Objective and subjective evaluations)

Maslow’s Hierarchy of Needs

Esteem Needs(self-esteem, status)

Social Needs(sense of belonging, love)

Safety Needs(security, protection)

Physiological Needs(hunger, thirst)

Self Actualization

(Self-development)

Motivation DynamicsMotivation Dynamics• Needs are never fully satisfied• New needs emerge as old needs are satisfied• Success and failure influences goals• Multiplicity of needs and variations of goals• Arousal of needs – Psychological, Emotional, Cognitive, Environmental (situational)

PERSONALITYInner psychological characteristics that determine and reflect how a person responds to his or her environment

Characteristics of PersonalityCharacteristics of Personality• Personality reflects individual differences• Personality is consistent and enduring• Personality can change

THEORIES OF PERSONALITYFreudian Theory

• Id (Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction)

• Ego (Individual’s conscious control that balances the demands of the id and superego)

• Superego (Individual’s internal expression of society’s moral and ethical codes of conduct)

Neo-Freudian Theory• Complaint Individuals (move toward others, they desire

to be loved, wanted, and appreciated)

• Aggressive Individuals (move against others)• Detached Individuals (move away from others)

Trait Theory• Trait - any distinguishing, relatively enduring way in which one

individual differs from another

• Consumer Innovativeness (The degree to which consumers are receptive to new products, new services, or new practices)

• Dogmatism (A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs)

• Social Character- Inner-directedness (rely on own values when evaluating products, innovators)-Other-directedness (look to others, less likely to be innovators)

• Need for uniqueness (Consumers who avoid appearing to conform to expectations or standards of others)

PERSONALITY & CONSUMER BEHAVIOUR• Optimum stimulation level (A personality trait that measures the

level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers)

• Variety-novelty seeking (Measures a consumer’s degree of variety seeking)

• Consumer Ethnocentrism (Ethnocentric consumers feel it is wrong to purchase foreign-made products. They can be targeted by stressing nationalistic themes)

• Brand Personality (Personality-like traits associated with brands. Consumers tend to purchase products in confirmation with their own personalities)

PERSONALITY and SELF IMAGE

• How does one visualize himself or herself• Different Self Images• The extended self image• Altering the self image• Virtual self image

Copyright 2007 by Prentice Hall

Actual Self-Image

Ideal Self-Image

Ideal SocialSelf-Image

Social Self-Image

ExpectedSelf-Image

PERCEPTIONThe process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world.

Consumers make decisions based on what they perceive rather than on the basis of objective reality

ELEMENTS OF PERCEPTION• Sensation (through sensory receptors)• Absolute threshold (lowest level at which an individual can

experience a sensation)• Differential threshold or just noticeable difference (j.n.d.)

(minimum difference that can be detected between two similar stimuli)

- Product improvement (above j.n.d.)-Price change (below j.n.d.)-Product changes (gradually above j.n.d.)

• Sublimal perception (Perceiving stimuli without being consciously aware of it )

DYNAMICS OF PERCEPTION

• Perceptual Selection- Selective perception and motives- Selective exposure- Selective attention- Perceptual defense- Perceptual blocking

• Perceptual organisation• Perceptual interpretation

CONSUMER INFERENCES OF PERCEPTION

• Product positioning- Umbrella positioning- Positioning against competitors- Positioning based on specific benefits- Positioning unowned positions

• Product repositioning• Positioning of services• Price – Quality relationship• Store image

CONSUMER LEARNINGThe process by which individuals acquire the purchase and consumption knowledge and experience that they apply to related future behaviours.

• Learning is incidental as well as intentional• Elements of Learning – Motivation, Cues, Response and reinforcement

THEORIES OF LEARNINGTheory of Classical Conditioning

• Unconditioned Stimulus• Conditioned Stimulus• Unconditioned Response• Conditioned Response

Implications• Repetition creates association• Generalization of stimuli

- Product line, form, category extensions- Family branding (Umbrella branding)- Licensing

• Discriminating Stimulus – Positioning• Brand loyalty

CONSUMER ATTITUDE FORMATIONAND CHANGE

An attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object.

Attitude Formation •Attitude is object specific•Attitudes are learned•Attitudes have consistency•Attitudes occur within a situation•Personality factors

MODELS OF ATTITUDE

•Tri-component model- Cognition- Affect- Conation

• Multi-attribute Attitude Model- Attitude towards object model- Attitude towards behaviour model- Theory of reasoned action model

• Theory of trying to consume model•Attitude towards the ad model

STRATEGIES FOR ATTITUDE CHANGE

• Changing the basic motivational function• Associating the products with an admired group

or event• Resolving two conflicting attitudes• Altering components of the multi-attribute

model• Changing consumer beliefs about competing

brands

The Buyer Decision Process

Need RecognitionNeed Recognition

Information SearchInformation Search

Evaluation of AlternativesEvaluation of Alternatives

Purchase DecisionPurchase Decision

Post purchase BehaviorPost purchase Behavior

External Stimuli

• TV advertising

• Magazine ad

• Radio slogan

•Stimuli in the environment

External Stimuli

• TV advertising

• Magazine ad

• Radio slogan

•Stimuli in the environment

Internal Stimuli

• Hunger

• Thirst

• A person’s normal needs

Internal Stimuli

• Hunger

• Thirst

• A person’s normal needs

Need RecognitionDifference between an actual state and a desired state

Need RecognitionDifference between an actual state and a desired state

The Buyer Decision ProcessStep 1. Need Recognition

The Buyer Decision ProcessStep 2. Information Search

•Family, friends, neighbors•Most influential source of information

•Advertising, salespeople•Receives most information

from these sources

•Mass Media•Consumer-rating groups

•Handling the product•Examining the product•Using the product

Personal Sources Personal Sources

Commercial SourcesCommercial Sources

Public SourcesPublic Sources

Experiential SourcesExperiential Sources

Product AttributesEvaluation of Quality, Price, & Features

Product AttributesEvaluation of Quality, Price, & Features

Degree of ImportanceWhich attributes matter most to me?

Degree of ImportanceWhich attributes matter most to me?

Brand BeliefsWhat do I believe about each available brand?

Brand BeliefsWhat do I believe about each available brand?

Total Product SatisfactionBased on what I’m looking for, how satisfied

would I be with each product?

Total Product SatisfactionBased on what I’m looking for, how satisfied

would I be with each product?

Evaluation ProceduresChoosing a product (and brand) based on one

or more attributes.

Evaluation ProceduresChoosing a product (and brand) based on one

or more attributes.

The Buyer Decision ProcessStep 3. Evaluation of Alternatives

The Buyer Decision ProcessStep 4. Purchase Decision

Purchase IntentionDesire to buy the most preferred brand

Purchase IntentionDesire to buy the most preferred brand

Purchase DecisionPurchase Decision

Attitudes of others

Unexpected situational factors

The Buyer Decision ProcessStep 5. Post purchase Behavior

The Buyer Decision ProcessStep 5. Post purchase Behavior

Consumer’s Expectations of

Product’s Performance

Consumer’s Expectations of

Product’s Performance

Dissatisfied Customer

Dissatisfied Customer

Satisfied Customer!

Satisfied Customer!

Product’s Perceived

Performance

Product’s Perceived

Performance

Feedback

Stages in the Adoption Process

AwarenessAwareness

InterestInterest

EvaluationEvaluation

TrialTrial

AdoptionAdoption

Organisational Buyer Behaviour

The decision-making process by which formal organisations establish the need for purchasing products and services, and identify, evaluate, and choose among alternative brands and suppliers

Characteristics of organisational buyer behaviour

• Organisation purpose • Derived demand• Concentrated purchasing • Direct dealings• Specialist activities - learns about the product• Multiple purchase influences - DMU - Decision

making unit

Types Of Organisational Purchases

• Major Equipments• Accessory Equipments• Fabricated and Component Parts• Process Material• Maintenance and Repair Parts• Operating Supplies• Raw Material

Factors Influencing organisational buyer behaviour

• Environmental Factors- Ecological - Technological - Political- Economical- Cultural And Social

• External Factors- Suppliers- Competitors- Customers

• Organisational Factors- Goals, Mission, Vision , ethics- Financial Conditions- Group Dynamics- Managerial Approach (Personal and Group)

Organizational Buying Process

» Problem recognition» Determine product dimensions and

quantity» Identification of alternatives» Identification of vendors» Evaluation of vendors» Selection of vendors» Negotiation of purchase terms and

conditions» Performance feedback and evaluation

Communication

Communication is the process by which information is transmitted b/w individuals and Organization so that an understanding response result

It is an exchange of facts, idea opinion or emotion by two or more parties

The Communications Process

Sender EncodingMessage Media Decoding Receiver

ResponseFeedback

Noise

Features of Communication• Communication is unavoidable• Continuous Process• Two-way Traffic• Role of Perception• Universal• Verbal and Non-verbal communication• Formal and Informal communication• Upward and downward communication• Forward and backward communication• Verbal (Oral and Written communication)• Non-Verbal (Body language, signs, symbols, colours)

Barriers To Communication• Sender related Barriers

-Lack of proper communication goals- Lack of proper communication skills- Improper choice of medium- Language, Education, Signs and signals

• Receiver related barriers- Selective and poor listening- Source pre evaluation- Perceptual difference

• Situation related barriers- Jargons- Information overload- Noise, distance, mechanical failures

Marketing Communication

Activities that attempts to inform, remind and persuade individuals to accept, resell, recommend or use a product , service, idea, or institution

Objective of Marketing Communication

• To modify consumer behavior• To inform• To Persuade• To Remind• Specified Objectives

Evaluation of PerformanceEvaluation of Performance

Marketing ObjectivesMarketing Objectives

Marketing StrategiesMarketing Strategies

Marketing tacticsMarketing tactics

Marketing BudgetMarketing Budget

Marketing Communication Planning Model

Situational AnalysisSituational Analysis

MAJOR PROMOTIONAL TOOLS

MARKETING COMMUNICATION MIX• Advertising

– any paid form of non-personal presentation by a sponsor, reaches many buyers, one way communication

• Personal Selling– personal presentations by a firm’s sales force, personal

interaction, relationship building, costly

• Sales Promotion– short term incentives to encourage sales, generates immediate

response

• Public Relations– building good relations with various publics , more believable,

economical, underused by firms

• Direct Marketing- Communications directly from the company to the customers,

customized, interactive

Developing Effective Marketing Communication

• Identifying Target Audience• Determining Communications Objective• Designing Message

– Message Content– Message Structure– Message Format

• Media Selection– personal and non-personal communications channels

• Message Source• Feedback Collection

Integrated Marketing Communication

IMC is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a common programme that maximises the impact on consumers and other end users at a minimal cost.

IMC affects all of a firms business to business , marketing channel , customer focused , and internally directed communications

Integrated Marketing Communication

• This brings about synergy and better use of communication funds

• Balancing the ‘push’ and ‘pull’ strategies• Improves the company’s ability to reach the right

consumer at the right place at the right time with the right message.

Integrated Marketing Communication Planning Model

E- Marketinge-Marketing, is the marketing of products or services through Internet

Types Of E- Marketing•Ad Banners•Websites•Ad buttons•Interstitial or Intermercials or Pop Ups•Classified Advertisements

Benefits of E-Marketing

• Advertising• Sales Support• Customer Service• Quick Detailed Information• Cost Reduction (Due To Elimination Of

Intermediaries)• Public Relations• E-commerce

Drawbacks of E-Marketing

• Measurement problems.• Lack Of Infrastructure Support• Potential for deception• Privacy (Hacking)• Poor reach

SponsorshipSponsorship is the investment in causes or events to

support corporate objectives

Types Of Sponsorships

• Event Related• Cause Related • Broadcast / Media Sponsorship

• Enhancing image/shaping consumer attitudes Driving sales

• Creating positive publicity / heightening visibility• Developing good "Corporate Citizen" role • Enhancing business, consumer and VIP relations• Extra Income for Sports and sportspersons

Benefits Of Sponsorship

Drawbacks of Sponsorship

• For the Sponsor- Expensive- Poor Value- Bad Image

• For the Sport- Excessive Commercialization- Over-dependence on Sponsor- Deviation of Sports persons from sports spirit

Supportive Communication• Outdoor Media (bill boards, hoardings, posters,

wall paintings, transit advertising )

• Transit Media (type of outdoor advertising, billboards, neon signs, electronic messages at railway stations, bus stands and inside vehicles)

• Cinemas And Videos (during movies in theaters and videos)

• Vehicular Advertising (advertising vehicles)

Supportive Communication•Advantages

-Greater audience delivery- Geographic flexibility- Low cost- Local advertising- Long exposure duration (in transit advertising)-Greater exposure frequency

•Disadvantages -Limited message Capability-Messages wear outs-Less audience coverage-Limited creativity

POP Advertising

Point of purchase advertising occurs at the location where the product is made available for sale or use

Unique product displays, banners, posters, neon signs and other eye-catching devices

Benefits• Providing information• Reminding about the product• Persuading to buy• Stimulate increased or varied usage of the brand• Stimulate trial use by users of competitive brands• Effective target audience reach

Drawbacks• POP advertising only reaches those consumers who are in proximity to it when they are shopping. It does not necessarily reach a large group of potential consumers

Features Of POP Advertising

Advertising Management

Advertising is any paid form of non personal presentation of ideas, goods or services by an identified sponsor

Advertising is done to make an announcement in a public place, describe or present goods publically with a view to promoting sales

Features of Advertising• Mass communication Process• Informative• Persuasive• Competitive• Paid Form• Has an identified Sponsor• Non Personal Presentation• One way communication

The 5 Ms of Advertising

• Mission – Objectives• Money – Budget• Message – Communication• Media – Channels of Communication• Measurement - Evaluation

Objectives of Advertising• Branding and Positioning• Goodwill and reputation• Increase product consumption• Generate sales leads• Increase brand awareness• Increase repeat purchase• Support Personal Selling efforts• Support Sales Promotion activities• To Induce Preference over competitors

Steps Involved In Advertising Process• Study of target customers• Study of marketing environment• Defining advertising objectives• Determining advertising budget• Selecting Advertising Agency• Selecting advertising message• Selecting advertisement appeal• Selecting media , media-mix & media- vehicle• Determining media scheduling• Designing advertising copy• Execution of advertisement• Evaluation of advertising effectiveness

Customer Analysis• What customers buy and how they use it• Who buys and uses the product / service• Where customers buy• When customers buy• How customers choose• Why they prefer a product• How they respond to marketing programs• Will they buy it again?

• Initiator (identifies need for product/ service)• Influencer (provides info or preference)• Decider (decides on spending the money)• Purchaser (makes the purchase)• User (those who use the product / service)

Customer Analysis

Identifying key competitors, assessing their objectives, strategies, strengths and weakness, reaction patterns and selecting which competitors to attack or avoid

Competitor Analysis

Steps in analysing competitors

Identifying the company’s competitors

Assessing competitors’ objectives, strategies, strengths and weaknesses and reaction patterns

Selecting which competitors to attack or avoid

• Segmentation (dividing the heterogeneous market into relatively homogeneous sub groups of consumers with somewhat similar characteristics)

• Targeting (evaluating each segment’s attractiveness and selecting one or more segments to enter. It involves two steps)

• Positioning (the place that the product occupies in consumers’ mind relative to competing products)

STP Strategies

• Measurable• Substantial• Accessible• Differentiable• Actionable

Effective Segmentation

• Company resources• Target market viability• Targeting strategy

- Single Segment concentration- Selective specialization- Product specialization- Market specialization- Full market coverage

• Segment by Segment Invasion Plan• Segment Inter-relationships & Inter-

segment Cooperation

Effective Targeting

Single Segment Targeting

P1

P2

P3

M1 M2 M3

Selective Specialization Targeting

P1

P2

P3

M1 M2 M3

Product Specialization Targeting

P1

P2

P3

M1 M2 M3

Market Specialization Targeting

P1

P2

P3

M1 M2 M3

Full Market Coverage Targeting

P1

P2

P3

M1 M2 M3

POSITIONING

The way the product is defined by consumers on important attributes – the place of product occupied in consumers’ mind relative to competing products

Choosing a Positioning Strategy

• Identify the competitors• Identifying possible Competitive advantages

-Product (features, performance, durability, reliability, repair-ability, style, design) differentiation

- Service (ordering ease, delivery, installation, maintenance, repairs, spare parts, customer consultancy and training)

- Personnel differentiation- Channel differentiation- Image differentiation

•Choosing the Right Competitive Advantages•Selecting an Overall positioning Strategy

Positioning Strategies

• Using product characteristics• Using customer benefits• Using price- quality approach• The use or application approach• The product user approach• The product class approach• The cultural symbol approach• The competitor approach

Errors in Positioning

• Under-positioning• Over-positioning• Confused-positioning• Doubtful-positioning

Advertising Campaign

An advertising campaign is a series of advertising messages that share a single idea and theme based on the objectives and strategies.

STEPS IN ADVERTISING CAMPAIGN

8EvaluateCampaign

effectiveness

2Define

campaignobjectives1Identify n

analyse target audience

3Create

advertising platform

4Budgeting

5Develop media plan6Create

campaign message

7Execute campaign

Campaignstrategy

Advertising Budgets

•Marginal analysis•Percentage of sales or gross margin budgeting•All you can afford budgeting•Competitive budgeting•Share of voice budgeting•Objectives and tasks budgeting•Market experimentation and budgeting

Copy Writing

An advertising copy is all written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.

Copy writing is the art of writing ad-copy.

Copy Writing• Talk with the manufacturer• Study the product• Review previous advertisements for the product• Study competitor’s ads• Study testimonials from customers• Solve the prospect problems• Ring the changes on a successful idea• Learn from the experience of others• Cash in on your personal experience• Organize your experience• Write from your heart• Put your subconscious mind to work

Copy Writing - Creativity

• Fact finding- Problem definition- Preparation (gathering and analyzing data)

• Idea finding (creative process)- Idea production- Idea development

• Developing a unique idea for presentation• Copywriting (generation of written copy)• Illustrations (artwork of various kinds)• Layouts (primary comprehensive version of the ad )

Principles of Copy Writing • Print copy

- Headline (most important and interesting)- Visual compliments (colours, logos, pictures)- Appeal- Details- fonts and formats

• Television copy - script- Jingle- Visual aids- appeal

• Radio copy- Try to create a picture in the listeners mind

Principles of Copy Writing • Outdoor copy

- extremely short- simple- strong- obvious

• Retail copy - not overburdened but detailed

• B2B ad copy- Informative- Offering specifics- Serious (not boring)

• E- advertisement copy- colour , contrast, material- terms and conditions

Media Planning• Media mix (print and electronic – T.V., radio, newspapers,

magazines, billboards, internet, direct mails etc.)• Media vehicles (which t.v. channel, which newspaper, which

magzine etc )• Media options (ad characteristics – full page or half page or

section-wise, black and white or coloured, pop up or classified etc )

• Media scheduling (media slots, peak time ads, front- top or front- back or interior locations, billboards where, pop-ops with which site etc)

- flighting (periods of total activity and inactivity)- continuous (ads spread evenly through time)- pulsing (continuous base augmented by

intermittent burst of heavy advertising)

Media Selection

• Reach (No. of persons exposed to a particular media schedule at least once during a specified time period)

• Frequency (No. of times within the specified period that a person is exposed to that message)

• Impact (Qualitative value of an exposure through a given medium, GRP - Gross rating points = R * F)

Ethical and Social Issues of Advertising

• Should not be manipulative• Leads to unnecessary materialism• Promote harmful products• Promotes harmful stereotypes• Advertising focused on children• Effects on values and lifestyle• Health claims and food marketing• Increases competition in the society

2) Message Structure

The message structure determines how attractive it is to the target audience. Message – structure includes decisions regarding order of presentation, drawing conclusion, message – sidedness, etc.

Decisions are : -

I.Order of PresentationII.Drawing ConclusionIII.One-sided or Two-Sided MessageIV.Verbal vs. Non-verbal Message