Chapter

chapter

Marketing & Consumer Behavior: The Foundations of Advertising

The marketing process and the role of advertising and other marketing communications tools
McGraw-Hill/Irwin Contemporary Advertising, 11e Copyright 2008 by the McGraw-Hill Companies, Inc. All rights reserved.

Chapter 5 Objectives
Define marketing & explain advertisings role in the market Identify key participants in the marketing process Outline the consumer perception process & explain why perception is everything

5-2

Discuss various influences on consumer behavior Describe fundamental motives behind consumer purchases Discuss product utility and the relationship between utility and consumer needs

Explain how advertisers deal with cognitive dissonance

The Larger Marketing Context of Advertising

Marketing

5-3

Pricing

Distribution

Promotion

Conception

Advertising

Context of Advertising: Marketing Key Concepts

Utility Exchanges

5-4

Perception
Customers Sellers

Satisfaction
Utility

Awareness Attitude Interest

Marketing Process Participants: 5-5 Customers

Current customers
Prospective customers Influentials

Marketing Process Participants: 5-6 Market

Current customers
Customers & noncustomers

Prospective customers Influentials Market

Money & spending authority

Common interest or desire

Marketing Process Participants: 5-7 Market

Customers

Markets

Marketers

Marketing Process Participants: 5-8 Market Types

Consumer

Business
Government Local Regional or National Transnational or Global

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

5-9

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

5-10

Consumer Behavior: Consumer Perception Process

Harley Davidson ad capitalizes on the consumers 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

5-11

Consumer Behavior: Learning and Persuasion

Theories of Learning
Cognitive

5-12

Conditioning

Memory, thinking, problem solving Relevant to complex purchases and learning from other people

Trial and error

Relevant to simple, everyday purchases

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

5-13

Consumer Behavior: Results of Learning

Loyalty Habit Interest Attitude

5-14

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

5-15

Size = 4.6 TALL

Resolution = 300 dpi

Consumer Behavior: Consumer Motivation Process

Motivation: underlying forces driving decisions
Maslows hierarchy of needs

5-16

Needs are basic & often instinctive

Wants are learned during lifetime

Insert ex. 5-5, p. 154

Maslows Hierarchy table Position = 0.35 horiz, 3.5 vertical

Size = 8.2 WIDE

Resolution = 300 dpi

Consumer Behavior: Consumer Motivation

Insert ex. 5-6, p. 155 8 Purchase Motives Position = 0.5 horiz, 1.5 vertical Size = 4.6 TALL Resolution = 300 dpi Rossiter & Percys fundamental motives

5-17

Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus, or reward

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

5-18

Influences on Consumer Behavior

Interpersonal Nonpersonal

5-19

Family

Time Place of Sale Environment

Culture Society:
Reference Groups & Opinion Leaders

Nonpersonal Influences on Consumer Behavior

U.S. Army ad focused on a Spanishspeaking audience 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

5-20

Purchase Decision and Postpurchase Evaluation

Evoked Set: mp3 Players
Apple Microsoft Rio SanDisk

5-21

Purchase Decision and Postpurchase Evaluation

Evoked Set: mp3 Players
Apple Microsoft Rio SanDisk

5-22

Evaluative Criteria
Capacity Durability Battery life Ease of obtaining and loading music

Purchase Decision and Postpurchase Evaluation

Evoked Set: mp3 Players
Apple Microsoft Rio SanDisk

5-23

Evaluative Criteria
Capacity Durability Battery life Ease of obtaining and loading music

Cognitive Dissonance
Was it worth the money? Will it last as long as my old one? Could I have found a better price?

Purchase Decision and Postpurchase Evaluation

Evoked Set: mp3 Players
Apple Microsoft Rio SanDisk

5-24

Evaluative Criteria
Capacity Durability Battery life Ease of obtaining and loading music

Cognitive Dissonance
Was it worth the money? Will it last as long as my old one? Could I have found a better price?

Postpurchase Evaluation
Its so small. I like the color. It doesnt take long to put my music on it.