advertising & imc - session 03
TRANSCRIPT
How much are you willing to pay for a cup of coffee?
A company prospers only if it can attract and keep customers
who are willing to pay for its goods and services.
“The purpose of marketing is to create exchanges
that satisfy the perceived needs, wants, and
objectives of individuals and organizations."
WHO IS YOUR CONSUMER?
HOW DO THEYBEHAVE?
Consumer Decision Making Process
Problem (Needs)
Recognition
Information Search
Evaluation of
AlternativesPurchase
Post Purchase Behavior
Situational Psychological Sociocultural
A. Situational Factors
Physical SurroundingSocial SurroundingTimeEmotional StatePolitical Situation
B. Psychological Factors
Physiological
Safety
Social
Esteem
Self- actualization
i. Motivation
Physiological
Safety
Social
Esteem
Self- actualization
"The natural energy source"
"Bounces off hazards"
"Show her you care"
"Be in control of the road"
"Realize your full potential"
Ii. selective perception
माओबादी जुत्ता सब्से बिलयो जुत्ता नेपालको जुत्ता
IIi. learning
A: तेस्ले करोडौ कमाई सक्यो िबिजनेस गररे ! B: पकै्क ठगी गररे हो
Many people still have negative attitude towards doing business and making profit.
IV. attitudes
Perception vs Reality
Perception IS Reality
Cats and dogs are very different animals. Cats are aloof, lazy and coldly indifferent to the world. Dogs, on the other hand, love everything. Slippers? Amazing. Socks? Amazing. Everything… amazing. And dogs are right. Life is better when you dive right in.
So in this campaign, we encouraged the nation to lose their cat-like indifference and get involved.
The key objectives of the campaign were to change consumer perception of O2 by landing a new positioning and drive uptake of new products and services.
Our launch advert featured a cat that longed to be more dog.
The video clocked up over 3 million views on Youtube; it was the most shared advert in the UK, and fourth most shared in the world that month [source: Unruly].
It was remixed 19 times and 38 parody videos were uploaded.
The Consumer Perception Process
V. personality & self-concept
C. SocioCultural Factors
Family Friends Groups Subculture
NICE
NI
CE
EEDS
NTERESTS
ONCERNS
XPECTATIONS
Phone
Games
Battery
Affordable yet Sleek
Am I looking for a phone in black color?
[Feature]
Am I looking for a phone
that’ll work for 4 years? [Benefit]
Give Information
Attract Attention
Create Awareness
Influence Buying
Behavior
To interrupt
Color TestYou need to yell out the color of the word, not the text of the word itself.
RED
blue
green
red
purple
pink
yellow
red
orange
green
How did you feel?
CognitiveDissonance
the feelings of discomfort that result from holding two conflicting beliefs
I know drinking beer is bad for my health.But I still drink it.
You claim to be an animal loverBut you love grilled fish.
Then we Rationalize
Rs.2500
Buyer’s Remorse
Human beings are irrational beings.
- Dan Ariely
Know your consumers.And know that your consumers are irrational.
Successful ads sell a promise to the consumers.
INTENTIMPACT