advertising class baruch college week 5 presentation

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Chapter 5:Chapter 5:Communication Communication

& Consumer & Consumer BehaviorBehavior

What Is “What Is “GREATGREAT” ” Advertising?Advertising?

Does Advertising WorkDoes Advertising Make Us Like The Product, or…Do We Like The Advertising

Because We Like The Product?

For Discussion

Does Advertising Work?

Advertising as a Advertising as a SPECIALSPECIAL

Communication.Communication.““Truth, well Truth, well

told.”told.”

The Human The Human Communication Communication

ProcessProcess

Source Encoding Message Channel

Decoding Receiver

Feedback to be decoded by a receiver

Human Communication Process

Source:

Message:

Channel:

Receiver:

The sponsor

The ad

The medium

The consumer

Applying Process to Advertising

Evian ad uses a symbol toencode its message

Applying Process to Advertising

ConsumerConsumerBehaviorBehavior

e

Consumer Decision Process

Consumer Perception

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

Personal Personal Processes to Processes to

CommunicationCommunication

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

Elaboration Likelihood

Attitude

Habit

Interest

Loyalty

Results of Learning

This ad for Keds aims to create a positive attitude, so consumers will remember the brand.

Consumer Perception

Your Your Perspectives Perspectives

Influence YourInfluence YourDecisions Decisions

Needs: basic & often instinctive.

Wants: learned during lifetime.Maslow’s hierarchy of needs

Motivation: underlying forces driving decisions.

Consumer Motivation

Porsche ad hinting at several levels of needs

Consumer Motivation

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

Interpersonal

Family

CultureSociety:Reference Groups & Opinion Leaders

Influences on Consumer Behavior

Egoic MarketingEgoic Marketing

U.S. Army ad focused on a Spanish- speaking audience.

Cultural Influences on Consumer Behavior

PurchasePurchaseDecisions Decisions

Evoked Set:mp3 Players: Apple Microsoft Rio SanDisk

Purchase Decisions & Post Purchase Evaluation

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

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?

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

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

For Discussion

Does Advertising Influence Influence Consumer

Behavior, Or ReinforceReinforce It?