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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 d
2、ifference 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, pur
3、chase, use, or dispose of products, and the needs and wants that motivate behaviors Consumers: 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
4、 product or brand,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 Values Norms: a cultures boundaries for “proper” behavi
5、or Values: the source of norms, which represent underlying belief systems Subcultures Smaller groups of cultures defined by geography, age, values, language, traditions, or ethnic background Corporate Culture How various companies operate (formal vs. informal),Core Values: Sense of belonging Excitem
6、ent Fun and enjoyment Warm relationships Self-fulfillment Respect from others A sense of accomplishment Security,5-7,Social Influences,Social Class The position you and your family occupy within your society Determined by income, wealth, education, occupation, family prestige, value of home, and nei
7、ghborhood Reference Groups Models for behavior such as teachers, religious or political figures, religious groups, ethnic organizations, your peers Provide information Means of personal comparison Offer guidance,5-8,Social Influences,Family Two or more people who are related by blood, marriage, or a
8、doption and live in the same household Household: all those who occupy 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,Demographics Statistical, social, and economic factors that characterize a p
9、opulation such as age, gender, education, income, occupation, race, and family size Identifies audiences and helps advertisers develop messages and select media U.S. Census Bureau collects demographic data every 10 years,5-10,Social Influences: Demographics,Age Gender Family Status Race and Ethnicit
10、y Education Occupation Income Geography Sexual Orientation,Principle: Your income is a key demographic 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 thro
11、ugh the late 1920s) Fought World War II, opened up college education to the middle class; lived frugal 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 t
12、he country. Baby boomers (born between 19461964) Largest category; final years of their careers; lived through 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 Bus
13、ters (born 19651979) Independent minded, somewhat cynical, concerned with their physical health and financial future. Generation Y or Echo Boomers (19801996) More technologically savvy, forming brand relationships, more altruistic. The Millennium Generation (2000 and after) More brand conscious.,5-1
14、2,Psychological Influences,Perception and State of Mind Your past experiences with a brand, what others say, and mental states affect behavior Needs and Wants Innate (primary) needs: water, food, shelter, and sex Acquired (secondary) needs: esteem, prestige, affection, power, learning, and beauty Wa
15、nt: based on a desire or wish for something. Satisfaction/dissatisfaction Cognitive dissonance,Principle: An item we need is something we think is essential or necessary for our lives; an item we want is something we desire.,Psychological Influences: Maslows Hierarchy of Needs,5-13,Prentice Hall, 20
16、09,5-14,Psychological Influences,Motivations Motive: an internal force that stimulates a certain behavior Attitudes Based on deeply held values, and resistant to change Personality Brand 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,Psychographics Activities: work, hobbies, social events, vaca
