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We work hard to make A E mean: A dvertising E xpert .

We work hard to make A E mean: A dvertising E xpert . This means a commitment to teaching the fundamentals of marketing – which is all about the basics of Consumer Behavior.

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We work hard to make A E mean: A dvertising E xpert .

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  1. We work hard to make AE mean: Advertising Expert. This means a commitment to teaching the fundamentals of marketing – which is all about the basics of Consumer Behavior.

  2. If you want to sell or buy mass media – like TV – then you must understand those fundamental rules that govern those masses, and dictate success or failure in Advertising. Those fundamental rules are called Consumer Behavior.

  3. Len Middleton, Faculty, University of Michigan Ross School of Business The Ross School of Business is currently the 4th ranked business school in the U.S. (BusinessWeek). We teach facts. “The Academy of Marketing’s Course is based upon the key fundamentals of marketing and consumer behavior - fundamentals all business owners, marketers, and media professionals must know and understand to truly be successful.”

  4. Snapshot: Consumer Transactional Percentage (in the Market to buy within 30 day period) Category Transactional % Automotive 1.7% - 3% Mattresses 1.2% Jewelry 1.2% Roofing 1.4% Real Estate 4% - 5% Athletic Shoes 2.5% Gym Membership 0.8% Sources listed at end of presentation

  5. Target 95% + of the Client’s Target – and the key to long-term success for any business. Market Less than 5% of the Target are currently in the Market.

  6. Consumer – that is, Human – Behavior does not follow what businesses want to happen. It does follow rules – but not necessarily the ‘logical’ rules of supply and demand, price and item, features and benefits, etc.

  7. The Value Proposition our AEs teach Clients Our platform of Relational Media is the very best way to engage 100% of your Target Consumers – including those buying today, tomorrow, next month, and 10 months from now…which is the key to success.

  8. Demonstrating Your Consumer’s Behavior:The Consumer Track Life Situation Options Research Contact Purchase Marriage Old/worn our furniture Damaged furniture New Baby Kids need new furniture Vacation home Down-size Divorce Advertising Sales Transactional Relational

  9. The Answer: The Consumer Track Exercise Life Situation Options Research Contact Purchase Marriage Old/worn our furniture Damaged furniture New Baby Kids need new furniture Vacation home Down-size Divorce Buy new Borrow from family or friend Buy used Reuse old furniture Advertising Sales Transactional Relational

  10. The Answer: The Consumer Track Exercise Life Situation Options Research Contact Purchase • Go Online • Google • Manufacturer websites\ • Consumer review websites • Go to store • Ask friends/family Marriage Old/worn our furniture Damaged furniture New Baby Kids need new furniture Vacation home Down-size Divorce Buy new Borrow from family or friend Buy used Reuse old furniture Advertising Sales Transactional Relational

  11. The Answer: The Consumer Track Exercise Life Situation Options Research Contact Purchase • Go Online • Google • Manufacturer websites\ • Consumer review websites • Go to store • Ask friends/family Compare details of 2 or 3 ‘finalists’ Marriage Old/worn our furniture Damaged furniture New Baby Kids need new furniture Vacation home Down-size Divorce Buy new Borrow from family or friend Buy used Reuse old furniture Advertising Sales Transactional Relational

  12. The Answer: The Consumer Track Exercise Life Situation Options Research Contact Purchase • Go Online • Google • Manufacturer websites\ • Consumer review websites • Go to store • Ask friends/family Compare details of 2 or 3 ‘finalists’ Consumers buy from the provider that they FEEL provides the best solution Marriage Old/worn our furniture Damaged furniture New Baby Kids need new furniture Vacation home Down-size Divorce Buy new Borrow from family or friend Buy used Reuse old furniture Advertising Sales Transactional Relational Hope Track it is now easy to demonstrate that hoping consumers call a business directly from a commercial, without first having a need and a path to purchase is betting your success on the exceptions – not the rules: an almost guaranteed recipe for failure.

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