Chapter 11 Advertising and Promotion Chapter 11 Advertising and Promotion.
Advertising and Integrated Brand Promotion
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Transcript of Advertising and Integrated Brand Promotion
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Advertising and Integrated Brand PromotionPart 5: Consumer Behavior
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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.
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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?
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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
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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
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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
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The logical process
A Decision making consumer goes through the follow sequence of events:
Need recognition
Information search
Purchase
Product evaluation
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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
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Information Search
Internal Search: Thoughts based on prior knowledge and experience.
External Search: Visiting stores, asking friends, reading expert opinions.
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$$$
Then you buy...
Customer Satisfaction: favorable post purchase experience
Cognitive Dissonance: Anxiety or regret that one feels after a difficult decision.
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The Social Consumer
What is culture to you?
Meanings, values, rituals, social classes, family, celebrity, tastes, “cool”, community
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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!
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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