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1、The Consumer Audience,Advertising Principles and Practices,5-2,Questions Well Answer,Why is consumer behavior important to advertisers?What cultural,social,psychological,and behavioral influences affect consumer responses to advertising.How does the consumer decision process work?What is the differe
2、nce between segmenting and targeting?,Dove Redefines Beauty,What critical consumer insights drove the marketing campaign?How is Dove changing the definition of real beauty?,5-3,Visit the Site,Prentice Hall,2009,5-4,How does consumer behavior work?,Consumer behavior:how consumers select,purchase,use,
3、or dispose of products,and the needs and wants that motivate behaviorsConsumers:people who buy or use products or adopt ideas to satisfy needs and wants Customers:consumers who buy particular brands or patronize specific stores Prospects:potential customers who are likely to buy the product or brand
4、,Principle:Buyers may not be the users and users may not be the buyers.Buyers and users often have entirely different needs and wants.,Influences on Consumer Decisions,5-5,Prentice Hall,2009,5-6,Cultural Influences,Norms and ValuesNorms:a cultures boundaries for“proper”behaviorValues:the source of n
5、orms,which represent underlying belief systemsSubculturesSmaller groups of cultures defined by geography,age,values,language,traditions,or ethnic backgroundCorporate CultureHow various companies operate(formal vs.informal),Core Values:Sense of belongingExcitementFun and enjoymentWarm relationshipsSe
6、lf-fulfillmentRespect from othersA sense of accomplishmentSecurity,5-7,Social Influences,Social ClassThe position you and your family occupy within your society Determined by income,wealth,education,occupation,family prestige,value of home,and neighborhoodReference GroupsModels for behavior such as
7、teachers,religious or political figures,religious groups,ethnic organizations,your peersProvide informationMeans of personal comparisonOffer guidance,5-8,Social Influences,FamilyTwo or more people who are related by blood,marriage,or adoption and live in the same householdHousehold:all those who occ
8、upy a dwelling,related or not.Lifestyle:your family situation,values,and income that determines how you spend your time and money,5-9,Social Influences,DemographicsStatistical,social,and economic factors that characterize a population such as age,gender,education,income,occupation,race,and family si
9、ze Identifies audiences and helps advertisers develop messages and select mediaU.S.Census Bureau collects demographic data every 10 years,5-10,Social Influences:Demographics,AgeGenderFamily StatusRace and EthnicityEducationOccupationIncomeGeographySexual Orientation,Principle:Your income is a key de
10、mographic factor because you are meaningful to a marketer only if you have the resources needed to buy the product advertised.,5-11,Social Influences:Demographics,The Greatest Generation(born in teens through the late 1920s)Fought World War II,opened up college education to the middle class;lived fr
11、ugal yet financially satisfying lives.Silent Generation(born mid-to late-1920s to the war years)Active seniors,had the most“positive impact”on America having built the post-war economic boom of the country.Baby boomers(born between 19461964)Largest category;final years of their careers;lived through
12、 Civil Rights movement,anti-Vietnam war protests;moon landing.Generation Jones(mid-to late-1950s to mid-1960s)Dream of affluence trying to“keep up with the Joneses.”Gen X or Baby Busters(born 19651979)Independent minded,somewhat cynical,concerned with their physical health and financial future.Gener
13、ation Y or Echo Boomers(19801996)More technologically savvy,forming brand relationships,more altruistic.The Millennium Generation(2000 and after)More brand conscious.,5-12,Psychological Influences,Perception and State of MindYour past experiences with a brand,what others say,and mental states affect
14、 behaviorNeeds and WantsInnate(primary)needs:water,food,shelter,and sexAcquired(secondary)needs:esteem,prestige,affection,power,learning,and beautyWant:based on a desire or wish for something.Satisfaction/dissatisfaction Cognitive dissonance,Principle:An item we need is something we think is essenti
15、al or necessary for our lives;an item we want is something we desire.,Psychological Influences:Maslows Hierarchy of Needs,5-13,Prentice Hall,2009,5-14,Psychological Influences,MotivationsMotive:an internal force that stimulates a certain behaviorAttitudesBased on deeply held values,and resistant to
16、changePersonalityBrand personalities can be created to make brands distinct from competitors.,Principle:Strategies that are designed to affect attitudes focus on establishing,changing,reinforcing,or replacing them.,5-15,Psychological Influences,PsychographicsActivities:work,hobbies,social events,vac
17、ation,entertainment,shoppingOpinions:self,social,future,political,business,culture,economics,education,Interests:family,home,job,food,media,achievements,recreation,Principle:Often,differences in consumer behavior lie in psychographicsconsumers interests and lifestyles rather than in demographics.,5-
18、16,Psychological Influences,LifestylesLooks at patterns of consumption,personal relationships and leisure activities.Yankelovich Monitors MindBaseVALSProducts are linked to lifestyles in the way they reflect the interests of people and the settings in which the products are used.,The VALs System,The
19、 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.E
20、xperiencers 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,Visit the Site,Prentice Hall,2009,5-18,Behavioral Influences,Usage BehaviorUsage rate:quantity of purchaselight,medium,heavy.Brand relationship:past,present or f
21、uture use of product nonusers,ex-users,regulars,first-timers,switchers.Innovation and adoption:how willing people are to try something new.Perceived risk:what you have to gain or lose by trying something new.ExperiencesThe experience of buying vs.acquiring the product itself.Our decisions are based
22、on our experience with the brand.,Principle:In many product categories,20 percent of the users buy 80 percent of the products.,Behavioral Influences:Diffusion of Innovation Curve,5-19,Prentice Hall,2009,5-20,Trends in Consumer Buying Behavior,Trends and fadsRelated to lifestyle and psychographic fac
23、tors as well as desire for choice in a consumer culture.Young people are very involved in trends.Trendspotters:researchers that identify trends affecting consumer behaviorCool Hunters:specialize in trends that appeal to youthBrand proselytizer:consumer paid to positively influence people about a bra
24、nd“Take charge”mentality of todays consumers,5-21,The Consumer Decision Process,Traditional ViewNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase evaluationLow-involvement or high-involvementIn low involvement,theres little or no information search,5-22,The Co
25、nsumer Decision Process,Paths to Brand DecisionsDepends on product and buying situationPlanners must know how the process works for different product categories(e.g.,cars vs.candy bars),PathGoalExampleAdvertisings Objectivethinkfeeldolearning,interestcomputer game,CD,DVDProvide information,emotionth
26、inkdofeellearning,college,a computer,provide information,argumentsunderstandinga vacationfeelthinkdoneedsa new suit,a motorcyclecreate desirefeeldothinkwantscosmetics,fashionestablish a psychological appealdofeelthinkimpulsea candy bar,a soft drinkcreate brand familiaritydothinkfeelhabitcereal,shamp
27、ooremind of satisfaction,5-23,The Consumer Decision Process,Influences on B2B Decision MakingMany individuals involved;decision by committeeRational and quantitative criteria dominateOften based on specs who bid on the contract;low bid winsLong time between initial contact and decision;decisions las
28、t a long time and are supported by a contractQuality is hugely important and repeat purchases are based on performancePersonal selling is important;advertisings role is to used to generate leads for the sales force.,5-24,Segmenting and Targeting,SegmentingDividing the market into groups of people wh
29、o have similar characteristics in certain key product-related areas.TargetingIdentifying the group that might be the most profitable audience and the most likely to respond to marketing communications messages.,5-25,Segmenting and Targeting,Market aggregation strategyWhen planners use one marketing
30、strategy that will appeal to as many audiences as possible“Coke is it!”Treats the market as homogeneous(single,undifferentiated,large unit).Market segmentationMarketers recognize consumer differences and adjust strategies and messages accordingly(Diet Coke vs.Caffeine free Coke).Target marketFrom th
31、ese segments,marketers identify,evaluate,and select a group of people with similar needs and characteristics who are most likely to be in the market for the advertisers product.,5-26,Types of Segmentation,Demographic segmentationLife style segmentationGeographic segmentationPsychographic segmentatio
32、n,Behavioral segmentationBenefits segmentationValues and benefits-based segmentation,5-27,Sociodemographic Segments,Based on when you were born and lifestyle factorsBaby Boomers,Generation X,Generation Y,Echo boomersGray Market(young seniors age 6075,older seniors 70+)Other lifestyle segmentsDinkies
33、:double income young couples with no kidsGuppies:gay upwardly mobile professionalsSkippies:school kids with purchasing powerSlackers:high school kids who dont care or do much Bling bling generation:coined by rappers and hip hoppers;flashy people with a high rolling lifestyle and costly diamonds and
34、jewelryRuppies:retired urban professionals;older consumers with sophisticated tastes and a generally affluent lifestyle,5-28,Niche Markets,Subsegments of a more general market defined by some distinctive traitEcologically minded moms who dont use disposable diapersSkateboardersClassical music enthus
35、iastsEducationally oriented senior travelers,5-29,Profiling the Target Audience,Markets are divided into segments;then profitable segments are selected as target audiences.A profile is a description of the target audience that reads like a description of someone you know.Behavioral targeting is gett
36、ing more attention due to new practices in Internet marketing.,The target is described using the variables that separate this prospective consumer group from others who are not in the market.,Principle:Each time you add a variable to a target audience definition,you narrow the size of the target aud
37、ience.,Narrowing the Target,5-30,Prentice Hall,2009,5-31,Targeting Issues,Ethical IssuesAdvertising potentially unhealthy products to specific segments like sugary foods to children.Emphasis on advertising to young consumers while ignoring Boomers in their“power years.”MicrotargetingUsing vast compu
38、ter databanks of personal information to identify voters most likely to support one candidate or another.Used in swing states to identify potential supporters.,Discussion Questions,5-33,Discussion Question 1,You are working as an intern at the Williams Russell Agency and the agency has just gotten a
39、 new account,a bottled tea named Leafs Alive that uses a healthy antioxidant formulation.The sale of bottled tea,as well as healthy products,is surging.Analyze your target market using the following questions:What consumer trends seem to be driving this product development?What cultural,social,psych
40、ological and behavioral factors influence this market?Plot the consumer decision process that you think would best describe how people choose a product in this category.Choose one of the VALS or Yankelovich Monitors Mindbase groups that you think best describes the target market for this product.Exp
41、lain your rationale.,5-34,Discussion Question 2,Consider the social factors that influence consumer decisions.Identify two demographic or psychographic factors that you think would be most important to each of these product marketing situations:Full line of frozen family-style meals(for microwaving)
42、that feature superior nutritional balances.Dairy product company(milk,cheese,ice cream)offering an exclusive packaging design that uses fully degradable containers.A new SUV that is lighter in weight and gets better gas mileage than the average SUV.,5-35,Discussion Question 3,Analyze the decision ma
43、king involved in choosing your college.Interview two of your classmates and determine what were the influences on their decision to attend this school?How did youand the people you interviewedgo about making this decision?Is there a general decision-making process that you can outline?Where are the
44、points of agreement and where did you and your classmates differ in approaching this decision?Draw up a target audience profile for students attending your college.How does this profile differ from another school in your same market area?,5-36,Discussion Question 4,Five-minute debate:One of your cla
45、ssmates argues that the information-driven approach to a consumer decision sis absolutely the most important route and advertising strategies should focus on that type of situationTwo other classmates disagree strongly:one argues that a feeling-driven approach is much more effective in generating a
46、response,and the other says the only thing that counts is driving action,particularly sales.In class,organize into small teams with each team taking of the three positions.Set up a series of debates with each side having 1 1/2 minutes to argue its position.Every team of debaters must present new poi
47、nts not covered in the previous teams presentations until there are no arguments left to present.Then the class votes as a group on the wining point of view.,5-37,All rights reserved.No part of this publication may be reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall,
