Consumer Behavior as Foundation for Advertising

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chapter 5

Copyright 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Marketing & Consumer

Behavior: The Foundations

of Advertising

The marketing process and the role of

advertising and other marketingcommunications tools

Chapter


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5-2

Chapter 5 Objectives

Define marketing & explainadvertisings role in the market

Discuss various influenceson consumer behavior

Discuss product utility and the

relationship between utility and

consumer needs

Identify key participants

in the marketing process

Outline the consumer

perception process & explain

why perception is everything

Describe fundamental motives

behind consumer purchases

Explain how advertisers deal

with cognitive dissonance


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5-3The Larger Marketing

Context of Advertising

Marketing

Pricing Distribution Promotion Conception

Advertising


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5-4

Customers Utility

AwarenessAttitude

Interest

Sellers

Context of Advertising:

Marketing Key Concepts

Utility Exchanges

Perception Satisfaction


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5-5Marketing Process Participants:

Customers

Influentials

Prospective

customers

Currentcustomers


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5-6

Customers &

noncustomers

Money &

spending

authority

Commoninterest or

desire

Marketing Process Participants:

Market

Market

Influentials

Prospective

customers

Currentcustomers


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5-7Marketing Process Participants:

Market

Markets

Customers

Marketers


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5-8

Transnational or Global

Marketing Process Participants:

Market Types

Regional or National

Local

Business

Consumer

Government


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5-9Consumer Behavior:

Consumer Decision ProcessInsert ex. 5-1, p 146

Consumer decision flow chart

Position = center horiz., 1.5 vertical

Size = 4.6 TALL

Resolution = 300 dpi

e


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Consumer Perception ProcessInsert ex. 5-2, p. 147

Consumer perception flow chart

Position = center horiz, 1.5 vertical

Size = 8.2 WIDE



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Consumer Perception ProcessHarley Davidsonad capitalizes on

the consumers

self-perception

Insert photo 5.9, p. 149

Harley temporary tattoo

Position = 2.9 horiz., 1.5

verticalSize = 4.6 TALL



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Learning and Persuasion

Theories of Learning

Cognitive Conditioning

Memory, thinking,

problem solving

Trial and error

Relevant to complex

purchases and

learning from otherpeople

Relevant to simple,

everyday purchases


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Elaboration Likelihood ModelInsert ex. 5-4, p. 151

Elaboration Likelihood Model

Position = center horiz., 1.5 vertical

Size = 4.6 TALL



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Results of Learning

Attitude

Habit

Interest

Loyalty


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Consumer Perception Process

Ad for Columbiasportswear aims

to build brand

interest


Columbia, man holding

flowers

Position = 2.9 horiz, 1.5

vertical

Size = 4.6 TALL



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5-16

Needs are basic & often instinctive

Wants are learned during lifetime

Maslows hierarchy of needs

Consumer Behavior:

Consumer Motivation Process

Motivation: underlying

forces driving decisions

Insert ex. 5-5, p. 154

Maslows Hierarchy table

Position = 0.35 horiz, 3.5 verticalSize = 8.2 WIDE



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Consumer Motivation

Rossiter &Percys

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



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Consumer Motivation

Negativemotivation in

Kids and Cars

ad urges readers

to adopt safe

behaviors


Car and kid photo


vertical

Size = 4.6 TALL



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5-19

NonpersonalInterpersonal

Influences on

Consumer Behavior

Family

Culture

Society:Reference Groups

& Opinion Leaders

Time

Place of Sale

Environment


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5-20

U.S. Army adfocused on a

Spanish-

speaking

audience

Nonpersonal Influences on

Consumer Behavior


U.S. Army ad in Spanish


vertical

Size = 4.6 TALL



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5-21Purchase Decision and

Postpurchase Evaluation

Evoked Set:mp3 Players

Apple

Microsoft

Rio

SanDisk


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EvaluativeCriteria

Apple

Microsoft

Rio

SanDisk

Capacity

Durability

Battery life

Ease of

obtaining and

loading music

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EvaluativeCriteria

CognitiveDissonance

Apple

Microsoft

Rio

SanDisk

Capacity

Durability

Battery life

Ease of

obtaining and

loading music

Was it worth

the money?

Will it last aslong as my

old one?

Could I have

found a better

price?

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EvaluativeCriteria

CognitiveDissonance

PostpurchaseEvaluation

Apple

Microsoft

Rio

SanDisk

Capacity

Durability

Battery life

Ease of

obtaining and

loading music

Was it worth

the money?

Will it last aslong as my

old one?

Could I have

found a better

price?

Its so small.

I like the

color. It doesnt take

long to put my

music on it.

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