outline consumer behavior social and cultural influences on consumers psychological influences on...

Outline • Consumer behavior • Social and cultural influences on consumers • Psychological influences on consumers • The decision process Chapter 5 Account Planning and Research

Upload: marilynn-fields

Post on 28-Dec-2015

219 views

Category:

Documents

0 download

Report

Download

Embed Size (px):

TRANSCRIPT

Outline

• Consumer behavior• Social and cultural influences on

consumers• Psychological influences on

consumers• The decision process

Chapter 5

Account Planning and Research

Page 2: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 2

Research and Account Planning:

The Quest for Intelligence

• Sources of information• Role of experience• Strategic and evaluative research

Page 3: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 3

Strategic Research

• Begins with secondary research• End users of secondary and primary

research• Sources of secondary research• Primary research suppliers

Page 4: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 4

Strategic Research Organization

• History of advertising research• Types of data• Account planning

Page 5: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 5

The Strategy Document

• Marketing objectives• The product• The target audience• The brand personality• The promise

Page 6: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 6

Evaluative ResearchBefore Execution

• Message evaluation research• Methods of contact• Survey research• Observation research

Page 7: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 7

Evaluative ResearchBefore Execution

• Cognitive psychology and the use of metaphor

• Communication assessment

Page 8: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 8

Evaluative ResearchBefore Execution

• Content analysis of competing ads• Readability tests• Test marketing• Physiological measures

Page 9: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 9

Evaluative ResearchDuring Execution

• Coincidental surveys• Attitude tests• Tracking studies

Page 10: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 10

Evaluative ResearchAfter Execution

• Memory tests• Frame-by-frame tests• Persuasion tests• Brand tracking• Direct-response counts• In-market tests• Brand tracking

Page 11: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 11

Implications of Evaluative Research

• Proper research process in advertising?• What can be realistically expected from

ad agencies?• Can measures of effectiveness be

improved?

Page 12: Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning

Chapter 5: Account Planning and Research 12

Research Challenges

• Globalization• New media technology• Virtual research• Embedded research

What Influences Consumers’ Channel Preferences?

Research on Who Influences Consumers on Health & Nutrition

THE INFLUENCE OF PSYCHOLOGICAL TOWARD ......Consumers are more interested in cellular phones with Android operating systems that are currently very popular among consumers. Based on

Social and Psychological Influences on Buyer Behaviour

1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological

Persuasive Techniques How advertising influences consumers

Major psychological processes which influences consumer responses to the marketing program

Situational Influences on Consumers’ Willingness to Payopus.escpeurope.de/opus4/files/11/Situational_Influences...factors, situational influences are defined as “all those factors

The Psychological Effects of Empowerment Strategies on Consumers Product Demand

4th Purdue Symposium on Psychological Sciences · The 4th Purdue Symposium on Psychological Sciences gathers ... influences on a variety of life ... personality disorders. My presentation

Bulgarian medicine Българска медицинаbasa.bg/en/images/files/Bulgarian_Medicine_Journal... · Psychological Influences Under Stress – Strategy for Prevention and

Literacy strategies in Business Studies · opportunity External influences such as environmental influences can provide market opportunities for businesses. As consumers become more

Entrepreneurial postures and psychological traits: the ... · Entrepreneurial postures, Page 1 Entrepreneurial postures and psychological traits: the sociological influences of education

MODULE 6: PSYCHOLOGICAL INFLUENCES ON CONSUMER DECISION MAKING

ORGANIZATIONAL AND PSYCHOLOGICAL INFLUENCES ON ORGANIZATIONAL INNOVATIVENESS

The Influences of Economic and Psychological Factors on ... · 1 The Influences of Economic and Psychological Factors on Energy-Saving Behavior: A Field Experiment in Matsuyama, Japan

INTRODUCTION TO PSYCHOLOGICAL TESTS AND THEIR USES T ...€¦ · psychological tests and testing to remove their threatening connotations and to provide the means whereby consumers

The Direct and Moderated Influences of …The Direct and Moderated Influences of Interpersonal Determinants on Trust in Gift Exchang 43 Similarity Similarity depends heavily on psychological

Information for teachers - Museums Victoria · Web viewBrain plasticity and brain damage Area of Study 2 – What influences psychological development? Atypical psychological development

Psychological influences on biosecurity control and … Psychological influences on biosecurity control and farmer decision-making. A review Aditi Mankad1 Accepted: 19 May 2016/Published

Psychological Influences on Surgical Recovery

Segmentation of health-care consumers: psychological

Incorporating Psychological Influences in Probabilistic

Information Technology as a Marketing Tool€¦ · 2.1 The customer's perception, buying influences and the decision process 10 2.1.1 The Buying Influences 10 2.1.1.1 Psychological

Promoting Rational Drug Use in the Community What influences drug use by consumers

Global report on PSORIASISпсориазрегион.рф/netcat_files/docs/doklad_voz_po_psoriazu.pdf · Associated diseases 16 Psychological and mental health 16 Influences from

A psychological approach to helping consumers make ... · A psychological approach to helping consumers make healthier choices in foodservice. 3 Forward As the country’s leading

Influences on Entrepreneurship in Communication · Influences on Entrepreneurship in Communication 3 psychological and social risk to invest in and market a product or business they

Genetic and Environmental Influences on Human Psychological Differences

Cb unit-vi (psychological influences on consumer decision making)

Entrepreneurial Postures and Psychological Traits_ the Sociological Influences of Education and Environment

Identifying what influences the shopping habits of food … · 2018-06-27 · Identifying what influences the shopping habits of food hypersensitive consumers; an island of Ireland

A STUDY ON THE INFLUENCES OF ADVERTISEMENT ON CONSUMER … · psychological change in the minds of the consumers. It is seen that familiarity mostly evokes It is seen that familiarity

An examination of the psychological influences on …etheses.bham.ac.uk/4391/1/Reay13PhD.pdfAN EXAMINATION OF THE PSYCHOLOGICAL INFLUENCES ON CHANGES IN CARDIO-RESPIRATORY FITNESS

Economic Influences Religious Influences Political Influences Area – Geographic Influences Social Influences Intellectual Influences