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2000 – 2012
Blind faith in technology.
Welcome to Advertising
We need your help.
Baron Manett
………………………………….
baron.manett@...
2000 – 2012
Blind faith in technology.
TODAY:
1. Hi & welcome
2. Course overview
3. Evaluation
4. Group work
1. Keeper fil...
Wait….who is this guy talking
3
Blind faith in technology.
Baron Manett
Professor
baron.manett@senecacollege.ca
Per Se Brand Experience
@bstat
bmanett@gma...
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. Agenc...
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 con...
“ To truly engage customers
for whom ‘push’ advertising is increasingly irrelevant,
companies must do more outside
the con...
2000 – 2012
“ To truly engage customers
for whom ‘push’ advertising is increasingly irrelevant,
companies must do more outside
the con...
- 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 alternative...
Psychological Forces
Psychological Forces
Motivation
Perception
Learning
Personality
Attitude
Buying-Decision Process
Need...
Social and Group Forces
Psychological Forces
Motivation
Perception
Learning
Personality
Attitude
Social & Group Forces
Cul...
Information (Promotion/IMC)
Psychological Forces
Motivation
Perception
Learning
Personality
Attitude
Social & Group Forces...
Situational Factors
Psychological Forces
Motivation
Perception
Learning
Personality
Attitude
Social & Group Forces
Culture...
Other Marketing Forces (3 P’s)
Buying-Decision Process
Need Recognition
Choice of involvement level
Identification of alte...
Psychological Forces
Motivation
Perception
Learning
Personality
Attitude
Social & Group Forces
Culture
Subculture
Social C...
2000 – 2012
Blind faith in technology.
Groups & discussion.
Welcome to advertising we need your help
Welcome to advertising we need your help
Welcome to advertising we need your help
Welcome to advertising we need your help
Welcome to advertising we need your help
Welcome to advertising we need your help
Welcome to advertising we need your help
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Welcome to advertising we need your help

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An introduction to the Seneca College/School of Creative Advertising Students - 1st Semester

Published in: Marketing

Welcome to advertising we need your help

  1. 1. 2000 – 2012 Blind faith in technology. Welcome to Advertising We need your help. Baron Manett …………………………………. baron.manett@senecacollege.ca @bstat ca.linkedin.com/in/baronmanett
  2. 2. 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
  3. 3. Wait….who is this guy talking 3
  4. 4. Blind faith in technology. Baron Manett Professor baron.manett@senecacollege.ca Per Se Brand Experience @bstat bmanett@gmail.com Nice to meet you
  5. 5. 2000 – 2012 Blind faith in technology. CAB 180 OUTLINE.
  6. 6. 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.
  7. 7. 2000 – 2012 Blind faith in technology. W.I.I.F.M.
  8. 8. Time spent vs. Media Spend
  9. 9. 2000 – 2012 Blind faith in technology. We need your help.
  10. 10. “Traditional marketing communications just aren’t relevant… - Harvard Business Review
  11. 11. Somehow we thought he had all the answers…
  12. 12. And then this happened…
  13. 13. …and this…
  14. 14. … and then this.
  15. 15. Now this.
  16. 16. 2000 – 2012 Blind faith in technology.
  17. 17. “ 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
  18. 18. “ To truly engage customers for whom ‘push’ advertising is increasingly irrelevant, companies must do more outside the confines of the traditional marketing organization
  19. 19. 2000 – 2012
  20. 20. “ 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
  21. 21. - McKinsey&Company
  22. 22. ?Questions
  23. 23. 2000 – 2012 Blind faith in technology. Consumer Buying Behaviour.
  24. 24. Buying Decision Process Buying-Decision Process Need Recognition Choice of involvement level Identification of alternatives Purchase and related decisions Post-purchase behaviour
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 2000 – 2012 Blind faith in technology. Groups & discussion.

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