Consumers Use of ADV/PR Flashcards
brand advertising
create liking or preference
direct response advertising
immediate
marketers own experience
only way to understand what consumers wanted
psychological theories
look at the way people behaved and why they did those thinga
explanation of behavior
why consumers do things and what they are thinking
attrubution modeling
predict human behavior
high involvement
what college to go to
low involvement
whats for dinner, or what toothpaste to buy
decision process of a consumer
problem recognition, search internal/external, alternative evaluation, choice, outcomes
problem recognition
when did you realize you had to solve this problem
search internal/external
prior knowledge and experience/ hear an ad, google something, ask a friend
consideation set
what you would consider eating for dinner
evaluative criteria
whats most important to you
cultural influences
mainstream - collective values and beliefs of society.. Sub - distinctive lifestyles/values
social rank and class
prestige - income, job, association, influence, parents are determinants
interpersonal influences
FAMILY, friends/role models - product advice. Opinion leaders (experts)
two step flow theory
mass media to leaders to consumers
individual influences
demographics - divide “mass” market up, gender makes a difference,
psychological influences
perception is reality, memory, learning, attitude, motivation, perception is different for each consumer
subliminal perception
you see it but you are not aware you see it - what you see is what you get
James Vicary
eat popcorn drink coke
Vance Packard
hidden persuasions
Wilson Brian Key
subliminal seduction
individual influences
memory and learning and attitudes - retention of new info and aquire new behaviors
attitudes
inclination to evaluate product in certain way, resistant to change
3 components of attitude
cognitive - think, big raise WOW; affetuve - feel, I don?t like him hes an aggie; action tendency - doing, might influence vote bc of raise
marketers influence consumers by
reinforce brand habits,increase retention of message, reinforce buying, brand loyalty (preference)
one way communication
seen, stored, recalled
buying motives
achuevement, independent, exhibition, recognition, dominance, affiliation, nurturance, sexuality, stimulation, saving money
how consmers process brand image advertising
media exposure, selective attention, attitude connection, retention, action
media exposure
consumer gets the chance to perceive the ad
selective attention
hopefully pay attention because our brain filters whats not important (perceptual screening)
selective attention - one image
repeatedly showing one image
selective attention - visual hook
no sound, draws attention
attitude connection - central route
can be modified by persuasion of new product information
attitude connection -peripheral route
modified by attitude toward ad itself, whther its viewed as credible or likeable - experise, trustworthiness
retention
REPITITION, short term to long term memory
response behavior; choice
information, preference, action, outcomes
marketing research
identify markets
consumer research
understand consumers
media research
find most effective media messages and budget levels
secondary research
find out what is already known - database sources
primary research
custom research to suit needs of a certain market
quantitative research
brand advertisers are heavy users of this; surveys, single source scanner data, experimental market tests
qualitative research
used to help form understanding; find out how people relate, new package design, creative treatment - focus groups, one on one interviews, observations – creative and relationships
