Advertising and Integrated Brand PromotionPart 5: Consumer Behavior

Reviewishness

What is the difference between an advertisement, and an advertisement campaign?

What are the 3 requirements needed for an advertisement?

Give an example of a brand extension.

How do you shop?

Let’s discuss!

How do you decide what products you buy? What influences those decisions?

P.S. - How many brands did you come across this morning?

Consumer Behavior

The spectrum of things that affect, come from, or influence consumption.

To be successful you need to understand consumer behavior

Research

Study habits and trends

Cater to the culture

Let’s fix this

Market: Japan

Product: Dish Soap

Scenario: You are trying to boost sales of an under performing dish soap. To do so, what things should we look into to better understand our consumer.

Solution: ? Work with 2 other people and come up with some ideas how you would market the product

Bringing Joy to Japan

P&G studied consumers:

Field Study

Ate more meats and fried foods

Were using more of their existing soap to compensate for the quality

Created a new formula to target their audience

The logical process

A Decision making consumer goes through the follow sequence of events:

Need recognition

Information search

Purchase

Product evaluation

The Needs

Needs are influenced by benefits:

Functional Benefits: Convenience, reliability, nutritiousness, durability, energy efficiency, etc.

Emotional Benefits: instill pride, avoid guilt, relieve fear, cause pleasure, raise our self esteem, or simply make us feel good

Information Search

Internal Search: Thoughts based on prior knowledge and experience.

External Search: Visiting stores, asking friends, reading expert opinions.

$$$

Then you buy...

Customer Satisfaction: favorable post purchase experience

Cognitive Dissonance: Anxiety or regret that one feels after a difficult decision.

The Social Consumer

What is culture to you?

Meanings, values, rituals, social classes, family, celebrity, tastes, “cool”, community

For today

If you haven’t finished (or started) your six slide we are going to do that now.

BUT! We are going to add!

Assignment

For each ad, you need to identify:

Whether it provides an emotional or functional benefit

Whether you personally would perform internal or external research

Does it cater to an social(cultural) decision maker, or a logical decision maker