The Consumer Audience
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Transcript of The Consumer Audience
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The Consumer Audience
Advertising Principles and Practices
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Questions We’ll Answer
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Why is consumer behavior important to advertisers?
What influences affect consumer behavior?
What models explain consumer behavior and psychology?
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First--SWOT Strengths Weaknesses Opportunities Threats
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Workshop
Let’s do a SWOT analysis for Facebook.
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Insight Mining
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Remember us?
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Consumer Audience—FBTs
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What kinds of people? Age, Sex, Income, Status?
Post Sept. 11. What are their emotional attitudes towards Business Travel?
How can we know for sure?
What can a large airline do about it?
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Influences on Consumer Decisions
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Dove Redefines Beauty
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• What critical consumer insights drove the marketing campaign?
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Same Company
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Homework
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Read articleDo you agree with the author? Why or why not?
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Cultural Influences
Norms and Values
Subcultures
Corporate Culture
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Core Values:
• Sense of belonging• Excitement• Fun and enjoyment• Warm
relationships• Self-fulfillment• Respect from
others• A sense of
accomplishment• Security
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Social Influences
Social Class Determined by income,
wealth, education, occupation, family prestige, value of home, and neighborhood
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Social Influences: Demographics
Age Gender Family Status Race and Ethnicity Education Occupation Income Geography Sexual Orientation
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Demographics are the statistical, social, and economic characteristics of a population, including:
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Social Influences Demographics
U.S. Census Bureau collects demographic data every 10 years
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Psychological Influences
Perception and State of Mind Your past experiences with a brand, what
others say, and mental states affect behavior Needs and Wants
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Who am I?
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Psychological Influences:Maslow’s Hierarchy of Needs
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The VALs SystemThe VALs System categorizes consumers according to psychological traits that correlate to purchase behavior.
• Thinkers and Believers— motivated by ideals; abstract criteria such as tradition, quality, and integrity.
• Achievers and Strivers— motivated by achievement, seeking approval from a values social group.
• Experiencers and Makers— motivated by self-expression and the need to stand out from the crowd or make an impact on the physical world. 5-17
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Psychological Influences
Motivations Motive: an internal force
that stimulates a certain behavior
Attitudes Based on deeply held values,
and resistant to change
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Psychological Influences
Psychographics Activities: work, hobbies,
social events, vacation, entertainment, shopping
Opinions: self, social, future, political, business, culture, economics, education,
Interests: family, home, job, food, media, achievements, recreation
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Principle: Often, differences in consumer behavior lie in
psychographics—consumers’ interests and lifestyles —rather than in demographics.
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Some great insights
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Usage Behavior
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Principle: In many product categories, 20 percent
of the users buy 80 percent of the products.
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Behavioral Influences:Diffusion of Innovation Curve
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Regina Lewis
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VP Consumer and brand insights