Advertising and Integrated Brand Promotion

Advertising and Integrated Brand Promotion • Part 5: Consumer Behavior

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.

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?

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

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

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

The logical process • A Decision making consumer goes through the follow sequence of events: • Need recognition • Information search • Purchase • Product evaluation

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

Information Search • Internal Search: Thoughts based on prior knowledge and experience. • External Search: Visiting stores, asking friends, reading expert opinions.

$$$ • Then you buy... • Customer Satisfaction: favorable post purchase experience • Cognitive Dissonance: Anxiety or regret that one feels after a difficult decision.

The Social Consumer • What is culture to you? • Meanings, values, rituals, social classes, family, celebrity, tastes, “cool”, community

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!

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

Advertising and Integrated Brand Promotion