welcome to advertising we need your help
TRANSCRIPT
2000 – 2012
Blind faith in technology.
Welcome to Advertising
We need your help.
Baron Manett
………………………………….
[email protected]@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
Per Se Brand Experience
@bstat
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
“ 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.