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The Consumer Audience

Advertising Principles and Practices. The Consumer Audience. Questions We ’ ll Answer. Why is consumer behavior important to advertisers? What influences affect consumer behavior? What models explain consumer behavior and psychology?. First--SWOT. Strengths Weaknesses Opportunities

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The Consumer Audience

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  1. Advertising Principles and Practices The Consumer Audience

  2. Questions We’ll Answer • Why is consumer behavior important to advertisers? • What influences affect consumer behavior? • What models explain consumer behavior and psychology?

  3. First--SWOT • Strengths • Weaknesses • Opportunities • Threats

  4. Workshop • Let’s do a SWOT analysis for Facebook.

  5. Insight Mining

  6. Remember us?

  7. Consumer Audience—FBTs • 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?

  8. Influences on Consumer Decisions 5-5

  9. Dove Redefines Beauty • What critical consumer insights drove the marketing campaign? \ 5-3

  10. Same Company

  11. Homework • Read article • Do you agree with the author? Why or why not?

  12. Cultural Influences • Norms and Values • Subcultures • Corporate Culture Core Values: Sense of belonging Excitement Fun and enjoyment Warm relationships Self-fulfillment Respect from others A sense of accomplishment Security

  13. Social Influences • Social Class • Determined by income, wealth, education, occupation, family prestige, value of home,and neighborhood

  14. Social Influences: Demographics Demographics are the statistical, social, and economic characteristics of a population, including: • Age • Gender • Family Status • Race and Ethnicity • Education • Occupation • Income • Geography • Sexual Orientation

  15. Social Influences • Demographics • U.S. Census Bureau collects demographic data every 10 years

  16. Psychological Influences • Perception and State of Mind • Your past experiences with a brand, what others say, and mental states affect behavior • Needs and Wants

  17. Who am I?

  18. Psychological Influences:Maslow’s Hierarchy of Needs 5-13

  19. The VALs System The 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

  20. Psychological Influences • Motivations • Motive: an internal force that stimulates a certain behavior • Attitudes • Based on deeply held values, and resistant to change

  21. 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 Principle: Often, differences in consumer behavior lie in psychographics—consumers’ interests and lifestyles —rather than in demographics.

  22. Some great insights

  23. `

  24. Usage Behavior Principle: In many product categories, 20 percent of the users buy 80 percent of the products.

  25. Behavioral Influences:Diffusion of Innovation Curve 5-19

  26. Regina Lewis • VP Consumer and brand insights

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