chapter5

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Marketing & Consumer Behavior: The Foundations

of AdvertisingThe marketing process and the role of

advertising and other marketing communications tools

Chapter

5-3

Chapter 5 Objectives

Define marketing & explain advertising’s role in the market

Discuss various influenceson consumer behavior

Discuss product utility and the relationship between utility and

consumer needs

Identify key participantsin the marketing process

Outline the consumer perception process & explain why “perception is everything”

Describe fundamental motives behind consumer purchases

Explain how advertisers deal with cognitive dissonance

5-4The Larger MarketingContext of Advertising

Marketing

Pricing Distribution Promotion Conception

Advertising

5-5

Customer’s Utility

AwarenessAttitudeInterest

Seller’s

Context of Advertising:Marketing Key Concepts

Utility Exchanges

Perception Satisfaction

5-6Marketing Process Participants:Customers

Influentials

Prospectivecustomers

Currentcustomers

5-7

Customers & noncustomers

Money & spending authority

Commoninterest or

desire

Marketing Process Participants:Market

Market

Influentials

Prospectivecustomers

Currentcustomers

5-8Marketing Process Participants:Market

Markets

Customers

Marketers

5-9

Transnational or Global

Marketing Process Participants:Market Types

Regional or National

Local

Business

Consumer

Government

5-10Consumer 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 dpie

5-11Consumer 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

5-12Consumer Behavior:Consumer Perception Process

Harley Davidson ad capitalizes on the consumer’s 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

5-13Consumer Behavior:Learning and Persuasion

Theories of Learning

Cognitive Conditioning Memory, thinking, problem solving

Trial and error

Relevant to complex purchases and learning from other people

Relevant to simple, everyday purchases

5-14Consumer 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

5-15Consumer Behavior:Results of Learning

Attitude

Habit

Interest

Loyalty

5-16Consumer 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

Size = 4.6” TALL

Resolution = 300 dpi

5-17

Needs are basic & often instinctive

Wants are learned during lifetime

Maslow’s hierarchy of needs

Consumer Behavior:Consumer Motivation Process

Motivation: underlying forces driving decisions

Insert ex. 5-5, p. 154

Maslow’s Hierarchy table

Position = 0.35” horiz, 3.5” vertical

Size = 8.2” WIDE

Resolution = 300 dpi

5-18Consumer Behavior:Consumer Motivation

Rossiter & Percy’s fundamental motives

Negative Motives: problem removal or

avoidance

Positive Motives: benefit, bonus, or

reward

Insert ex. 5-6, p. 155

8 Purchase Motives

Position = 0.5” horiz, 1.5” vertical

Size = 4.6” TALL

Resolution = 300 dpi

5-19Consumer 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

5-20

NonpersonalInterpersonal

Influences onConsumer Behavior

Family

Culture

Society:Reference Groups & Opinion Leaders

Time

Place of Sale

Environment

5-21

U.S. Army ad focused on a Spanish- speaking audience

Nonpersonal Influences on Consumer Behavior

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

5-22Purchase Decision andPostpurchase Evaluation

Evoked Set:mp3 Players

Apple Microsoft Rio SanDisk

5-23Purchase Decision andPostpurchase Evaluation

Evoked Set:mp3 Players

Evaluative Criteria

Apple Microsoft Rio SanDisk

Capacity Durability Battery life Ease of

obtaining and loading music

5-24Purchase Decision andPostpurchase Evaluation

Evoked Set:mp3 Players

Evaluative Criteria

Cognitive Dissonance

Apple Microsoft Rio SanDisk

Capacity Durability Battery life Ease of

obtaining and loading music

Was it worth the money?

Will it last as long as my old one?

Could I have found a better price?

5-25Purchase Decision andPostpurchase Evaluation

Evoked Set:mp3 Players

Evaluative Criteria

Cognitive Dissonance

Postpurchase Evaluation

Apple Microsoft Rio SanDisk

Capacity Durability Battery life Ease of

obtaining and loading music

Was it worth the money?

Will it last as long as my old one?

Could I have found a better price?

It’s so small. I like the

color. It doesn’t take

long to put my music on it.