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chapter 5
Copyright 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Marketing & Consumer
Behavior: The Foundations
of Advertising
The marketing process and the role of
advertising and other marketingcommunications tools
Chapter
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5-2
Chapter 5 Objectives
Define marketing & explainadvertisings role in the market
Discuss various influenceson consumer behavior
Discuss product utility and the
relationship between utility and
consumer needs
Identify key participants
in 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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5-3The Larger Marketing
Context of Advertising
Marketing
Pricing Distribution Promotion Conception
Advertising
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5-4
Customers Utility
AwarenessAttitude
Interest
Sellers
Context of Advertising:
Marketing Key Concepts
Utility Exchanges
Perception Satisfaction
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5-5Marketing Process Participants:
Customers
Influentials
Prospective
customers
Currentcustomers
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5-6
Customers &
noncustomers
Money &
spending
authority
Commoninterest or
desire
Marketing Process Participants:
Market
Market
Influentials
Prospective
customers
Currentcustomers
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5-7Marketing Process Participants:
Market
Markets
Customers
Marketers
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5-8
Transnational or Global
Marketing Process Participants:
Market Types
Regional or National
Local
Business
Consumer
Government
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5-9Consumer Behavior:
Consumer Decision ProcessInsert ex. 5-1, p 146
Consumer decision flow chart
Position = center horiz., 1.5 vertical
Size = 4.6 TALL
Resolution = 300 dpi
e
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5-10Consumer Behavior:
Consumer Perception ProcessInsert 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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5-11Consumer Behavior:
Consumer Perception ProcessHarley Davidsonad capitalizes on
the consumers
self-perception
Insert photo 5.9, p. 149
Harley temporary tattoo
Position = 2.9 horiz., 1.5
verticalSize = 4.6 TALL
Resolution = 300 dpi
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5-12Consumer Behavior:
Learning and Persuasion
Theories of Learning
Cognitive Conditioning
Memory, thinking,
problem solving
Trial and error
Relevant to complex
purchases and
learning from otherpeople
Relevant to simple,
everyday purchases
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5-13Consumer Behavior:
Elaboration Likelihood ModelInsert 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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5-14Consumer Behavior:
Results of Learning
Attitude
Habit
Interest
Loyalty
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5-15Consumer Behavior:
Consumer Perception Process
Ad for Columbiasportswear 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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5-16
Needs are basic & often instinctive
Wants are learned during lifetime
Maslows hierarchy of needs
Consumer Behavior:
Consumer Motivation Process
Motivation: underlying
forces driving decisions
Insert ex. 5-5, p. 154
Maslows Hierarchy table
Position = 0.35 horiz, 3.5 verticalSize = 8.2 WIDE
Resolution = 300 dpi
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5-17Consumer Behavior:
Consumer Motivation
Rossiter &Percys
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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5-18Consumer Behavior:
Consumer Motivation
Negativemotivation 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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5-19
NonpersonalInterpersonal
Influences on
Consumer Behavior
Family
Culture
Society:Reference Groups
& Opinion Leaders
Time
Place of Sale
Environment
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5-20
U.S. Army adfocused 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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5-21Purchase Decision and
Postpurchase Evaluation
Evoked Set:mp3 Players
Apple
Microsoft
Rio
SanDisk
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5-22Purchase Decision and
Postpurchase Evaluation
Evoked Set:mp3 Players
EvaluativeCriteria
Apple
Microsoft
Rio
SanDisk
Capacity
Durability
Battery life
Ease of
obtaining and
loading music
5 23i i
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5-23Purchase Decision and
Postpurchase Evaluation
Evoked Set:mp3 Players
EvaluativeCriteria
CognitiveDissonance
Apple
Microsoft
Rio
SanDisk
Capacity
Durability
Battery life
Ease of
obtaining and
loading music
Was it worth
the money?
Will it last aslong as my
old one?
Could I have
found a better
price?
5 24P h D i i d
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5-24Purchase Decision and
Postpurchase Evaluation
Evoked Set:mp3 Players
EvaluativeCriteria
CognitiveDissonance
PostpurchaseEvaluation
Apple
Microsoft
Rio
SanDisk
Capacity
Durability
Battery life
Ease of
obtaining and
loading music
Was it worth
the money?
Will it last aslong as my
old one?
Could I have
found a better
price?
Its so small.
I like the
color. It doesnt take
long to put my
music on it.