welcome to advertising we need your help

2000 – 2012

Blind faith in technology.

Welcome to Advertising

We need your help.

Baron Manett

………………………………….

baron.manett@senecacollege.ca@bstatca.linkedin.com/in/baronmanett

2000 – 2012

Blind faith in technology.

TODAY:

1. Hi & welcome

2. Course overview

3. Evaluation

4. Group work

1. Keeper file

2. Some neat stuff

3. Questions & comments

Wait….who is this guy talking

3

Blind faith in technology.

Baron Manett

Professor

baron.manett@senecacollege.ca

Per Se Brand Experience

@bstat

bmanett@gmail.com

Nice to meet you

2000 – 2012

Blind faith in technology.

CAB 180 OUTLINE.

2000 – 2012

Blind faith in technology.

CAB 180:

1. An introduction to the principles of the advertising industry.

2. Agency structures.

3. The processes around strategic planning.

4. Audience research approaches and tools.

5. An appreciation for consumer understand and insights.

6. Buying habits, media & consumer needs.

Part I: Buyer Behaviour, Persuasion & Response

Part II: Creative Advertising Strategies & Approaches

* Note: Course topic areas are subject to change and modification.

2000 – 2012

Blind faith in technology.

W.I.I.F.M.

Time spent vs. Media Spend

2000 – 2012

Blind faith in technology.

We need your help.

“ Traditional marketing

communications just aren’t relevant…

- Harvard Business Review

Somehow we thought he had

all the answers…

And then this happened…

…and this…

… and then this.

Now this.

2000 – 2012

Blind faith in technology.

“ To truly engage customers

for whom ‘push’ advertising is increasingly irrelevant,

companies must do more outside

the confines of the traditional marketing organization

- McKinsey&Company

“ To truly engage customers

for whom ‘push’ advertising is increasingly irrelevant,

companies must do more outside

the confines of the traditional marketing organization

2000 – 2012

“ To truly engage customers

for whom ‘push’ advertising is increasingly irrelevant,

companies must do more outside

the confines of the traditional marketing organization

- McKinsey&Company

- McKinsey&Company

?Questions

2000 – 2012

Blind faith in technology.

Consumer Buying Behaviour.

Buying Decision Process

Buying-Decision Process

Need Recognition

Choice of involvement level

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour

Psychological Forces

Psychological Forces

Motivation

Perception

Learning

Personality

Attitude

Buying-Decision Process

Need Recognition

Choice of involvement level

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour

Social and Group Forces

Psychological Forces

Motivation

Perception

Learning

Personality

Attitude

Social & Group Forces

Culture

Subculture

Social Class

Reference Groups

Family & Households

Buying-Decision Process

Need Recognition

Choice of involvement level

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour

Information (Promotion/IMC)

Psychological Forces

Motivation

Perception

Learning

Personality

Attitude

Social & Group Forces

Culture

Subculture

Social Class

Reference Groups

Family & Households

Promotion Forces

Information Forces

Buying-Decision Process

Need Recognition

Choice of involvement level

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour

Situational Factors

Psychological Forces

Motivation

Perception

Learning

Personality

Attitude

Social & Group Forces

Culture

Subculture

Social Class

Reference Groups

Family & Households

Situational Factors

When consumers buy

Where consumers buy

Why consumers buy

Conditions under

which consumer buys

Buying-Decision Process

Need Recognition

Choice of involvement level

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour

Promotion Forces

Information Forces

Other Marketing Forces (3 P’s)

Buying-Decision Process

Need Recognition

Choice of involvement level

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour

Psychological Forces

Motivation

Perception

Learning

Personality

Attitude

Social & Group Forces

Culture

Subculture

Social Class

Reference Groups

Family & Households

Situational Factors

When consumers buy

Where consumers buy

Why consumers buy

Conditions under

which consumer buys

Promotion Forces

Information Forces

Other Marketing

Forces

Product

Price

Placement

Psychological Forces

Motivation

Perception

Learning

Personality

Attitude

Social & Group Forces

Culture

Subculture

Social Class

Reference Groups

Family & Households

Situational Factors

When consumers buy

Where consumers buy

Why consumers buy

Conditions under

which consumer buys

Other Marketing

Forces

Product

Price

Place

Buying-Decision Process

Need Recognition

Choice of involvement level

Identification of alternatives

Purchase and related decisions

Post-purchase behaviour

Promotion Forces

Information Forces

2000 – 2012

Blind faith in technology.

Groups & discussion.