1) The document discusses how advertising works as a special form of communication to influence consumer behavior. 2) It explains the human communication process of how a message is encoded by a source and decoded by a receiver through a channel. This process is then applied to analyzing advertisements. 3) Consumer behavior is influenced by personal processes like learning and motivation, as well as interpersonal factors such as culture, family, and social groups. Consumers progress through stages of perception, motivation, purchase decisions, and post-purchase evaluation when making choices.

1. AdvertisingAdvertising
MKTMKT00350035

2. Chapter 5:Chapter 5:
Communication &Communication &
Consumer BehaviorConsumer Behavior

3. What Is “What Is “GREATGREAT””
Advertising?Advertising?

4. Does Advertising Work
Does Advertising Make Us
Like The Product, or…Do We
Like The Advertising
Because We Like The
Product?

6. For Discussion
Does Advertising
Work?

7. Advertising as aAdvertising as a
SPECIALSPECIAL
Communication.Communication.
““Truth, well told.”Truth, well told.”

8. The HumanThe Human
CommunicationCommunication
ProcessProcess

9. Source Encoding Message Channel
Decoding Receiver
Feedback to be decoded by a receiver
Human Communication Process

10. Source:
Message:
Channel:
Receiver:
The sponsor
The ad
The medium
The consumer
Applying Process to Advertising

11. Evian ad uses a
symbol to
encode its
message
Applying Process to Advertising

12. ConsumerConsumer
BehaviorBehavior

15. e
Consumer Decision Process

16. Consumer Perception

17. 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

19. Personal ProcessesPersonal Processes
to Communicationto Communication

20. 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

21. Elaboration Likelihood

22. Attitude
Habit
Interest
Loyalty
Results of Learning

23. This ad for Keds
aims to create a
positive attitude,
so consumers
will remember
the brand.
Consumer Perception

24. Your PerspectivesYour Perspectives
Influence YourInfluence Your
DecisionsDecisions

26. Needs: basic & often instinctive.
Wants: learned during lifetime.Maslow’s hierarchy of needs
Motivation: underlying
forces driving decisions.
Consumer Motivation

28. Porsche ad hinting at several levels of needs
Consumer Motivation

29. 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

30. Interpersonal
Family
Culture
Society:
Reference
Groups &
Opinion Leaders
Influences on Consumer Behavior

31. Egoic MarketingEgoic Marketing

33. U.S. Army ad
focused on a
Spanish-
speaking
audience.
Cultural Influences on
Consumer Behavior

34. PurchasePurchase
DecisionsDecisions

35. Evoke
d Set:
mp3
Players:
 Apple
 Microsoft
 Rio
 SanDisk
Purchase Decisions &
Post Purchase Evaluation

36. 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

37. 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?

38. 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

39. 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

40. For Discussion
Does Advertising
InfluenceInfluence Consumer
Behavior, Or
ReinforceReinforce It?