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The marketing process and the role of advertising and other marketing communications tools. Chapter. Marketing & Consumer Behavior: The Foundations of Advertising. Chapter 5 Objectives. Define marketing & explain advertising’s role in the market.
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The marketing process and the role of advertising and other marketing communications tools Chapter Marketing & Consumer Behavior: The Foundationsof Advertising
Chapter 5 Objectives Define marketing & explain advertising’s role in the market Discuss various influenceson consumer behavior Identify key participantsin the marketing process Describe fundamental motives behind consumer purchases Outline the consumer perception process & explain why “perception is everything” Discuss product utility and the relationship between utility and consumer needs Explain how advertisers deal with cognitive dissonance
Utility Customer’s Seller’s Awareness Attitude Interest Context of Advertising:Marketing Key Concepts Utility Exchanges Perception Satisfaction
Marketing Process Participants:Market Customers & noncustomers Money & spending authority Commoninterest ordesire
Marketing Process Participants:Market Customers Marketers Markets
Marketing Process Participants:Market Types Transnational or Global Regional or National Local Consumer Business Government
Consumer 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 dpi e
Consumer 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
Harley Davidson ad capitalizes on the consumer’s self-perception Consumer Behavior:Consumer Perception Process Insert photo 5.9, p. 149 Harley temporary tattoo Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi
Consumer Behavior:Learning and Persuasion Theories of Learning
Consumer 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
Consumer Behavior:Results of Learning Loyalty Habit Interest Attitude
Ad for Columbia sportswear aims to build brand interest Consumer Behavior:Consumer Perception Process Insert photo 5.10, p. 152 Columbia, man holding flowers Position = 2.9” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi
Needs are basic & often instinctive Wants are learned during lifetime Consumer Behavior:Consumer Motivation Process Motivation: underlying forces driving decisions Maslow’s hierarchy of needs Insert ex. 5-5, p. 154 Maslow’s Hierarchy table Position = 0.35” horiz, 3.5” vertical Size = 8.2” WIDE Resolution = 300 dpi
Consumer Behavior:Consumer Motivation Insert ex. 5-6, p. 155 8 Purchase Motives Position = 0.5” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi Rossiter & Percy’s fundamental motives Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus, or reward
Negative motivation in Kids and Cars ad urges readers to adopt safe behaviors Consumer Behavior: Consumer Motivation Insert photo 5.13, p. 155 Car and kid photo Position = 2.9” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi
Influences onConsumer Behavior Nonpersonal Interpersonal Family Time Culture Place of Sale Society: Reference Groups & Opinion Leaders Environment
Nonpersonal Influences on Consumer Behavior U.S. Army ad focused on a Spanish- speaking audience 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
