chapter 5 advertising principles and practice

8/7/2019 Chapter 5 Advertising Principles and Practice

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The Consumer AudienceChapter 5 of Advertising: Principles and Practice

LeeAnn Chen


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OverviewSocial/Cultura

l InfluencesPsychological

Influences

Behavioral

Influences

culture social

class reference

groups familydemographics

state of mind needs

and wants selective

perception

satisfactionmotivations attitudes

and values

personality

psychographics

quantity usage

brand relationshipinnovation

Market Segment

Target Audience Figure 5.1


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Consumers vs.Customers

Consumers Customers

People why buy

or use products to

satisfy their needs

and wants

Specific types ofconsumers who

buy a particular

brand or patronize

a specific store

There are many ways to categorize consumers, but an important

distinction is between users and purchasers.


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Cultural and social influences


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COREVALUES

sense of belonging excitement

fun & enjoyment

warm relationships

self-fulfillment

respect from others

sense of accomplishment

security

self-respect

CULTURE


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CULTURE

SUBCULTURE

CORPORAT

E CULTURE

http://www.etftrends.com/wp-

content/uploads/2010/08/01aaDilbert_02.jpg

http://www.collectpeanuts.com/Collection/Images/Mail/IMG_1696.jpg


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SOCIAL CLASS

http://newlearningonline.com/new-learning/chapter-5-learning-

personalities/files/2009/03/42.png

http://www.guide2secret.com/wp-

content/uploads/2011/01/wealth.jpg

http://www.filmmortal.com/uploa

d/ferrari_logo.jpg

http://www.laguardiawagnerarchive.lagcc.cuny.ed

u/PhotosVirtualExhibit/Photos/02.003.19542.jpg


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REFERENCE GROUP

Outer-Directed

Inner-Directed

http://2.bp.blogspot.com/_nzx0UtzhKUg/SjUfGtukXQI/A

AAAAAAAGAU/oM3M_rHmeEw/s400/1a.jpg

Reference Groups

provide information

way to compare

offer guidance


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FAMILY

http://www.eatmedaily.com/wordpress/wp-

content/uploads/2008/12/liz-lemon-cupcakes-preview.jpg

http://hem.passagen.se/danielho/FamilyTies/keatons6.jpg

Trend

1 person households >

Married couples w/ kids


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Demographics

age

gendersexual orientation

race & ethnicity

education

occupation

income

geography

EXPOSURE

PURCHASING HABITS

LIFESTYLE

GROWTH POTENTIAL

RESPONSIVENESS

COMPREHENSION

NEEDS


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Psychological influences


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PsychographiPsychographi

c Influencesc Influences

AOIAOI

-- LifestyleLifestyle-- VALS2VALS2

systemsystem

-- TrendsTrends

PerceptionPerception

and State ofand State ofMindMind

-- Needs &Needs &

WantsWants

-- SelectiveSelective

PerceptionPerception

-- SatisfactionSatisfaction MotivationMotivation

ss

UnconsciUnconsci

ousous

AttitudesAttitudes

& Values& Values

PersonalitPersonalit

yy


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behavioral influences


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relationship consumers have

with a product category or a

brand

usage behavior

adoption timeline


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CONSUMER DECISIONPROCESS

Need Recognition

Information Search

(absent in impulsebuying)

Evaluation of

Alternatives

Purchase Decision

Post-purchase

Evaluation

B2C B2B

Number of people

involved

Face-to-Face

Customization

Timeframe

Performance


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SO? ... SegmentTarget

http://livelovecreate.net/wp-content/uploads/2010/02/Birds-of-a-feather.jpg

group by characteristics

demographic geographic

psychographic behavioral

benefit

profile & target


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It [the advertising] makes

me want to buy/go to_____

Example:

http://www.welovead.com/en/works/details/eaazimtB

future purchase intent

by 19%

sales growth 100% >

competitors

WHITE CASTLE


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Thanks for traveling.

Choice HotelsPatriotic customers

Travel = Right


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Toyota Targets Tuners

http://school.discoveryeducation.com/clipart/images/arteasel.gif

buy cheap cars

& fix them up

SCION

Originally Asian

Americans

target through

videos & movies

chapter 5 advertising principles and practice

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