chapter 5 advertising principles and practice
TRANSCRIPT
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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