Ch. 1 Introduction to Advertising Ch. 5 The Consumer ... AWS
Ch. 1 Introduction to Advertising Modern advertising: paid persuasive communication. 1. Paid communication. 2. Sponsor is identified. 3. Tries to persuade or influence. 4. Reaches a large audience. 5. Conveyed through impersonal mass media. Types of advertising 1. Brand - Focuses on long-term brand identity. 2. Retail - Focuses on retailers and manufactures. 3. Direct-response 4. B2B - Directed at retailers, wholesalers, distributors. 5. Institutional - Corporate ads used to establish identity and influence opinion. 6. NFP 7. Public service - Communicates a message for a good cause, i.e. smoking. Role of Advertising 1. Marketing role: carry persuasive messages. 2. Economic: may make consumers less price sensitive. 3. Societal: inform about new products, mirror fashions, influence taste. 4. Communication: transmits market information to match buyers and sellers in the marketplace.
Ch. 5 The Consumer Audience General Model of Consumer Behaviour
Social/Cultural In/luences
The Decision Making Process
Psychological In/luences
• culture • social class • reference groups • family • demographics • geography
• Need recognition • Information search • Evaluation of alternatives • Choice • Postpurchase eval.
• Perception • Learning • Motivation and needs • Attitudes • Lifestyle • Psychographics
Culture A combination of tangible items (art, literature), and intangible concepts (history, laws, morals) that define a group of people. o Norms: rules for social interaction. o Values: the source of norms.
Ch. 5 The Consumer Audience General Model of Consumer Behaviour
Social/Cultural In/luences
The Decision Making Process
Psychological In/luences
• culture • social class • reference groups • family • demographics • geography
• Need recognition • Information search • Evaluation of alternatives • Choice • Postpurchase eval.
• Perception • Learning • Motivation and needs • Attitudes • Lifestyle • Psychographics
Culture A combination of tangible items (art, literature), and intangible concepts (history, laws, morals) that define a group of people. o Norms: rules for social interaction. o Values: the source of norms.
