advertising & imc - session 03

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