chapter 5 copyright © 2008 by the mcgraw-hill companies, inc. all rights reserved....
TRANSCRIPT
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chapter5
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Marketing & Consumer Behavior: The Foundations
of AdvertisingThe marketing process and the role of
advertising and other marketing communications tools
Chapter
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5-3
Chapter 5 Objectives
Define marketing & explain advertising’s role in the market
Discuss various influenceson consumer behavior
Discuss product utility and the relationship between utility and
consumer needs
Identify key participantsin the marketing process
Outline the consumer perception process & explain why “perception is everything”
Describe fundamental motives behind consumer purchases
Explain how advertisers deal with cognitive dissonance
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5-4The Larger MarketingContext of Advertising
Marketing
Pricing Distribution Promotion Conception
Advertising
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5-5
Customer’s Utility
AwarenessAttitudeInterest
Seller’s
Context of Advertising:Marketing Key Concepts
Utility Exchanges
Perception Satisfaction
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5-6Marketing Process Participants:Customers
Influentials
Prospectivecustomers
Currentcustomers
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5-7
Customers & noncustomers
Money & spending authority
Commoninterest or
desire
Marketing Process Participants:Market
Market
Influentials
Prospectivecustomers
Currentcustomers
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5-8Marketing Process Participants:Market
Markets
Customers
Marketers
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5-9
Transnational or Global
Marketing Process Participants:Market Types
Regional or National
Local
Business
Consumer
Government
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5-10Consumer Behavior:Consumer Decision Process
Insert ex. 5-1, p 146
Consumer decision flow chart
Position = center horiz., 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpie
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5-11Consumer Behavior:Consumer Perception Process
Insert ex. 5-2, p. 147
Consumer perception flow chart
Position = center horiz, 1.5” vertical
Size = 8.2” WIDE
Resolution = 300 dpi
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5-12Consumer Behavior:Consumer Perception Process
Harley Davidson ad capitalizes on the consumer’s self-perception
Insert photo 5.9, p. 149
Harley temporary tattoo
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
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5-13Consumer Behavior:Learning and Persuasion
Theories of Learning
Cognitive Conditioning Memory, thinking, problem solving
Trial and error
Relevant to complex purchases and learning from other people
Relevant to simple, everyday purchases
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5-14Consumer Behavior:Elaboration Likelihood Model
Insert ex. 5-4, p. 151
Elaboration Likelihood Model
Position = center horiz., 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
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5-15Consumer Behavior:Results of Learning
Attitude
Habit
Interest
Loyalty
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5-16Consumer Behavior:Consumer Perception Process
Ad for Columbia sportswear aims to build brand interest
Insert photo 5.10, p. 152
Columbia, man holding flowers
Position = 2.9” horiz, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
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5-17
Needs are basic & often instinctive
Wants are learned during lifetime
Maslow’s hierarchy of needs
Consumer Behavior:Consumer Motivation Process
Motivation: underlying forces driving decisions
Insert ex. 5-5, p. 154
Maslow’s Hierarchy table
Position = 0.35” horiz, 3.5” vertical
Size = 8.2” WIDE
Resolution = 300 dpi
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5-18Consumer Behavior:Consumer Motivation
Rossiter & Percy’s fundamental motives
Negative Motives: problem removal or
avoidance
Positive Motives: benefit, bonus, or
reward
Insert ex. 5-6, p. 155
8 Purchase Motives
Position = 0.5” horiz, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
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5-19Consumer Behavior: Consumer Motivation
Negative motivation in Kids and Cars ad urges readers to adopt safe behaviors
Insert photo 5.13, p. 155
Car and kid photo
Position = 2.9” horiz, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
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5-20
NonpersonalInterpersonal
Influences onConsumer Behavior
Family
Culture
Society:Reference Groups & Opinion Leaders
Time
Place of Sale
Environment
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5-21
U.S. Army ad focused on a Spanish- speaking audience
Nonpersonal Influences on Consumer Behavior
Insert photo 5.17, p. 160
U.S. Army ad in Spanish
Position = 2.9” horiz, 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
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5-22Purchase Decision andPostpurchase Evaluation
Evoked Set:mp3 Players
Apple Microsoft Rio SanDisk
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5-23Purchase Decision andPostpurchase Evaluation
Evoked Set:mp3 Players
Evaluative Criteria
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
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5-24Purchase Decision andPostpurchase Evaluation
Evoked Set:mp3 Players
Evaluative Criteria
Cognitive Dissonance
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
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5-25Purchase Decision andPostpurchase Evaluation
Evoked Set:mp3 Players
Evaluative Criteria
Cognitive Dissonance
Postpurchase Evaluation
Apple Microsoft Rio SanDisk
Capacity Durability Battery life Ease of
obtaining and loading music
Was it worth the money?
Will it last as long as my old one?
Could I have found a better price?
It’s so small. I like the
color. It doesn’t take
long to put my music on it.