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,