0
AdvertisingAdvertising
MKTMKT00350035
Chapter 5:Chapter 5:
Communication &Communication &
Consumer BehaviorConsumer Behavior
What Is “What Is “GREATGREAT””
Advertising?Advertising?
Does Advertising Work
Does Advertising Make Us
Like The Product, or…Do We
Like The Advertising
Because We Like The
Product?
For Discussion
Does Advertising
Work?
Advertising as aAdvertising as a
SPECIALSPECIAL
Communication.Communication.
““Truth, well told.”Truth, well told.”
The HumanThe Human
CommunicationCommunication
ProcessProcess
Source Encoding Message Channel
Decoding Receiver
Feedback to be decoded by a receiver
Human Communication Process
Source:
Message:
Channel:
Receiver:
The sponsor
The ad
The medium
The consumer
Applying Process to Advertising
Evian ad uses a
symbol to
encode its
message
Applying Process to Advertising
ConsumerConsumer
BehaviorBehavior
e
Consumer Decision Process
Consumer Perception
Harley Davidson
ad capitalizes on
the consumer’s
self-perception.
Insert photo 5.9, p. 149
Harley temporary tattoo
Positio...
Personal ProcessesPersonal Processes
to Communicationto Communication
Theories of Learning
Cognitive Conditioning
 Memory, thinking,
problem solving
 Trial and error
 Relevant to complex
pu...
Elaboration Likelihood
Attitude
Habit
Interest
Loyalty
Results of Learning
This ad for Keds
aims to create a
positive attitude,
so consumers
will remember
the brand.
Consumer Perception
Your PerspectivesYour Perspectives
Influence YourInfluence Your
DecisionsDecisions
Needs: basic & often instinctive.
Wants: learned during lifetime.Maslow’s hierarchy of needs
Motivation: underlying
forces...
Porsche ad hinting at several levels of needs
Consumer Motivation
Rossiter &
Percy’s
fundamental
motives
Negative Motives:
problem removal or
avoidance
Positive Motives:
benefit, bonus or
...
Interpersonal
Family
Culture
Society:
Reference
Groups &
Opinion Leaders
Influences on Consumer Behavior
Egoic MarketingEgoic Marketing
U.S. Army ad
focused on a
Spanish-
speaking
audience.
Cultural Influences on
Consumer Behavior
PurchasePurchase
DecisionsDecisions
Evoke
d Set:
mp3
Players:
 Apple
 Microsoft
 Rio
 SanDisk
Purchase Decisions &
Post Purchase Evaluation
Evoked Set:
mp3 Players
Evaluative
Criteria
 Apple
 Microsoft
 Rio
 SanDisk
 Capacity
 Durability
 Battery life
 E...
Purchase Decision &
Post Purchase Evaluation
Evoked Set:
mp3 Players
Evaluative
Criteria
Cognitive
Dissonanc
e
 Apple
 M...
Evoked Set:
mp3 Players
Evaluative
Criteria
Cognitive
Dissonance
Post-
purchase
Evaluation
 Apple
 Microsoft
 Rio
 San...
Enhanced Kim-
Lord grid Insert ex. 8.11, p. 256
Kim-Lord grid
Position = 2.9”
horizontal, 1.5” vertical
Size = 4.6” TALL
R...
For Discussion
Does Advertising
InfluenceInfluence Consumer
Behavior, Or
ReinforceReinforce It?
Advertising Class Baruch College Week 5 presentation
Advertising Class Baruch College Week 5 presentation
Advertising Class Baruch College Week 5 presentation
Advertising Class Baruch College Week 5 presentation
Advertising Class Baruch College Week 5 presentation
Advertising Class Baruch College Week 5 presentation
Advertising Class Baruch College Week 5 presentation
Advertising Class Baruch College Week 5 presentation
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Advertising Class Baruch College Week 5 presentation

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Advertising and marketing best practices for prfoessionals, entrepreneurs and business owners.

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Transcript of "Advertising Class Baruch College Week 5 presentation"

  1. 1. AdvertisingAdvertising MKTMKT00350035
  2. 2. Chapter 5:Chapter 5: Communication &Communication & Consumer BehaviorConsumer Behavior
  3. 3. What Is “What Is “GREATGREAT”” Advertising?Advertising?
  4. 4. Does Advertising Work Does Advertising Make Us Like The Product, or…Do We Like The Advertising Because We Like The Product?
  5. 5. For Discussion Does Advertising Work?
  6. 6. Advertising as aAdvertising as a SPECIALSPECIAL Communication.Communication. ““Truth, well told.”Truth, well told.”
  7. 7. The HumanThe Human CommunicationCommunication ProcessProcess
  8. 8. Source Encoding Message Channel Decoding Receiver Feedback to be decoded by a receiver Human Communication Process
  9. 9. Source: Message: Channel: Receiver: The sponsor The ad The medium The consumer Applying Process to Advertising
  10. 10. Evian ad uses a symbol to encode its message Applying Process to Advertising
  11. 11. ConsumerConsumer BehaviorBehavior
  12. 12. e Consumer Decision Process
  13. 13. Consumer Perception
  14. 14. Harley Davidson ad capitalizes on the consumer’s self-perception. Insert photo 5.9, p. 149 Harley temporary tattoo Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi Consumer Perception
  15. 15. Personal ProcessesPersonal Processes to Communicationto Communication
  16. 16. Theories of Learning Cognitive Conditioning  Memory, thinking, problem solving  Trial and error  Relevant to complex purchases and learning from other people  Relevant to simple, everyday purchases Learning and Persuasion
  17. 17. Elaboration Likelihood
  18. 18. Attitude Habit Interest Loyalty Results of Learning
  19. 19. This ad for Keds aims to create a positive attitude, so consumers will remember the brand. Consumer Perception
  20. 20. Your PerspectivesYour Perspectives Influence YourInfluence Your DecisionsDecisions
  21. 21. Needs: basic & often instinctive. Wants: learned during lifetime.Maslow’s hierarchy of needs Motivation: underlying forces driving decisions. Consumer Motivation
  22. 22. Porsche ad hinting at several levels of needs Consumer Motivation
  23. 23. Rossiter & Percy’s 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 Consumer Motivation
  24. 24. Interpersonal Family Culture Society: Reference Groups & Opinion Leaders Influences on Consumer Behavior
  25. 25. Egoic MarketingEgoic Marketing
  26. 26. U.S. Army ad focused on a Spanish- speaking audience. Cultural Influences on Consumer Behavior
  27. 27. PurchasePurchase DecisionsDecisions
  28. 28. Evoke d Set: mp3 Players:  Apple  Microsoft  Rio  SanDisk Purchase Decisions & Post Purchase Evaluation
  29. 29. Evoked Set: mp3 Players Evaluative Criteria  Apple  Microsoft  Rio  SanDisk  Capacity  Durability  Battery life  Ease of obtaining and loading music Purchase Decision & Post Purchase Evaluation
  30. 30. Purchase Decision & Post Purchase Evaluation Evoked Set: mp3 Players Evaluative Criteria Cognitive Dissonanc e  Apple  Microsoft  Rio  SanDisk  Capacity  Durability  Battery life  Ease of obtaining and loading music  Was it worth the money?  Will it last as long as my old one?  Could I have found a better price?
  31. 31. Evoked Set: mp3 Players Evaluative Criteria Cognitive Dissonance Post- purchase Evaluation  Apple  Microsoft  Rio  SanDisk  Capacity  Durability  Battery life  Ease of obtaining and loading music  Was it worth the money?  Will it last as long as my old one?  Could I have found a better price? It’s so small. I like the color. It doesn’t take long to put my music on it. Post-Purchase Evaluation
  32. 32. Enhanced Kim- Lord grid Insert ex. 8.11, p. 256 Kim-Lord grid Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi Different Responses from Different Products
  33. 33. For Discussion Does Advertising InfluenceInfluence Consumer Behavior, Or ReinforceReinforce It?
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