This chapter discusses key concepts in marketing and consumer behavior that provide context for understanding advertising. It defines marketing and explains advertising's role in bringing together consumers and producers. The chapter then outlines the marketing process and its participants including customers, influencers, and marketers. It also examines the consumer decision process and how perceptions, motivations, and influences shape purchasing behavior.

2. chapter 5
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
Contemporary Advertising, 11e
Marketing & Consumer
Behavior: The Foundations
of Advertising
The marketing process and the role of
advertising and other marketing
communications tools
Chapter

3. 5-3
Chapter 5 Objectives
Define marketing & explain
advertising’s role in the market
Discuss various influences
on consumer behavior
Discuss product utility and the
relationship between utility and
consumer needs
Identify key participants
in the marketing process
Outline the consumer
perception process & explain
why “perception is everything”
Describe fundamental motives
behind consumer purchases
Explain how advertisers deal
with cognitive dissonance

4. 5-4
The Larger Marketing
Context of Advertising
Marketing
Pricing Distribution Promotion Conception
Advertising

5. 5-5
Customer’s Utility
Awareness
Attitude
Interest
Seller’s
Context of Advertising:
Marketing Key Concepts
Utility Exchanges
Perception Satisfaction

6. 5-6
Marketing Process Participants:
Customers
Influentials
Prospective
customers
Current
customers

7. 5-7
Customers &
noncustomers
Money &
spending
authority
Common
interest or
desire
Marketing Process Participants:
Market
Market
Influentials
Prospective
customers
Current
customers

8. 5-8
Marketing Process Participants:
Market
Markets
Customers
Marketers

9. 5-9
Transnational or Global
Marketing Process Participants:
Market Types
Regional or National
Local
Business
Consumer
Government

10. 5-10
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

11. 5-11
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

12. 5-12
Consumer Behavior:
Consumer Perception Process
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

13. 5-13
Consumer Behavior:
Learning and Persuasion
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

14. 5-14
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

15. 5-15
Consumer Behavior:
Results of Learning
Attitude
Habit
Interest
Loyalty

16. 5-16
Consumer Behavior:
Consumer Perception Process
Ad for Columbia
sportswear aims
to build brand
interest
Insert photo 5.10, p. 152
Columbia, man holding
flowers
Position = 2.9” horiz, 1.5”
vertical
Size = 4.6” TALL
Resolution = 300 dpi

17. 5-17
Needs are basic & often instinctive
Wants are learned during lifetime
Maslow’s hierarchy of needs
Consumer Behavior:
Consumer Motivation Process
Motivation: underlying
forces driving decisions
Insert ex. 5-5, p. 154
Maslow’s Hierarchy table
Position = 0.35” horiz, 3.5” vertical
Size = 8.2” WIDE
Resolution = 300 dpi

18. 5-18
Consumer Behavior:
Consumer Motivation
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

19. 5-19
Consumer Behavior:
Consumer Motivation
Negative
motivation in
Kids and Cars
ad urges readers
to adopt safe
behaviors
Insert photo 5.13, p. 155
Car and kid photo
Position = 2.9” horiz, 1.5”
vertical
Size = 4.6” TALL
Resolution = 300 dpi

20. 5-20
NonpersonalInterpersonal
Influences on
Consumer Behavior
Family
Culture
Society:
Reference Groups
& Opinion Leaders
Time
Place of Sale
Environment

21. 5-21
U.S. Army ad
focused on a
Spanish-
speaking
audience
Nonpersonal Influences on
Consumer Behavior
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

22. 5-22
Purchase Decision and
Postpurchase Evaluation
Evoked Set:
mp3 Players
 Apple
 Microsoft
 Rio
 SanDisk

23. 5-23
Purchase Decision and
Postpurchase Evaluation
Evoked Set:
mp3 Players
Evaluative
Criteria
 Apple
 Microsoft
 Rio
 SanDisk
 Capacity
 Durability
 Battery life
 Ease of
obtaining and
loading music

24. 5-24
Purchase Decision and
Postpurchase Evaluation
Evoked Set:
mp3 Players
Evaluative
Criteria
Cognitive
Dissonance
 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?

25. 5-25
Purchase Decision and
Postpurchase Evaluation
Evoked Set:
mp3 Players
Evaluative
Criteria
Cognitive
Dissonance
Postpurchase
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.