reference group
TRANSCRIPT
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Group
Definition – Two or more people who interact to accomplish either individual or mutual goals
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Ones own culture Other cultures
Social ClassSelected
Subcultures
IndividualFamily Friends
Reference Groups
Degree of Influence of Reference Groups
sn
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Selected Consumer Related Reference Groups
1. Friendship Groups
2. Shopping Groups
3. Work Groups
4. Brand Communities
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Friendship Groups
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Shopping Groups
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Work Groups
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Visual Communities
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Orkut is a part of Visual Communities
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Brand Communities
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Consumer Action Groups
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Executive &Employee
Executive &Employee
OtherGroup
Appeals
OtherGroup
Appeals
CelebritiesCelebrities
The Common Man
The Common Man
The ExpertThe Expert
Celebrities & Other Reference Group Appeals
Key Characteristics
of Opinion Leaders
Spokescharacters
Spokescharacters
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Experts
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Common Man
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Other Brands that use commoners
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Executive & Employee Spokesperson
• Ghari – Phele Istemal kare Phir Vishwas Karen
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Types of Appeals in an Ad
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Testimonial : Eye Donation
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Actors - Endorsement
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Spokesperson
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Endorsement
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