moriarty8emedia05TheConsumerAudience

1、the consumer audienceadvertising principles and practicesprentice hall, 20095-2 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 differ

2、ence between segmenting and targeting? what critical consumer insights drove the marketing campaign? how is dove changing the definition of real beauty?5-3visit the siteprentice hall, 2009prentice hall, 20095-4consumer behavior: how consumers select, purchase, use, or dispose of products, and the ne

3、eds 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 brandprinciple: buyers may not be t

4、he users and users may not be the buyers. buyers and users often have entirely different needs and wants.5-5prentice hall, 2009prentice hall, 20095-6 norms and values norms: a cultures boundaries for “proper” behavior values: the source of norms, which represent underlying belief systems subcultures

5、 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: 1. sense of belonging2. excitement3. fun and enjoyment4. warm relationships5. self-fulfillment6. respect from ot

6、hers7. a sense of accomplishment8. security prentice hall, 20095-7 social class the position you and your family occupy within your society determined by income, wealth, education, occupation, family prestige, value of home, and neighborhood reference groups models for behavior such as teachers, rel

7、igious or political figures, religious groups, ethnic organizations, your peers provide information means of personal comparison offer guidanceprentice hall, 20095-8 family two or more people who are related by blood, marriage, or adoption and live in the same household household: all those who occu

8、py a dwelling, related or not. lifestyle: your family situation, values, and income that determines how you spend your time and moneyprentice hall, 20095-9 demographics statistical, social, and economic factors that characterize a population such as age, gender, education, income, occupation, race,

9、and family size identifies audiences and helps advertisers develop messages and select media u.s. census bureau collects demographic data every 10 yearsprentice hall, 20095-10agegenderfamily statusrace and ethnicityeducationoccupationincomegeographysexual orientationprinciple: your income is a key d

10、emographic factor because you are meaningful to a marketer only if you have the resources needed to buy the product advertised.prentice hall, 20095-11the greatest generation (born in teens through the late 1920s)fought world war ii, opened up college education to the middle class; lived frugal yet f

11、inancially 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 c

12、ivil 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 futur

13、e.generation y or echo boomers (19801996)more technologically savvy, forming brand relationships, more altruistic. the millennium generation (2000 and after)more brand conscious.prentice hall, 20095-12 perception and state of mind your past experiences with a brand, what others say, and mental state

14、s affect behavior needs and wants innate (primary) needs: water, food, shelter, and sex acquired (secondary) needs: esteem, prestige, affection, power, learning, and beauty want: based on a desire or wish for something. satisfaction/dissatisfaction cognitive dissonanceprinciple: an item we need is s

15、omething we think is essential or necessary for our lives; an item we want is something we desire. 5-13prentice hall, 2009prentice hall, 20095-14 motivations motive: an internal force that stimulates a certain behavior attitudes based on deeply held values, and resistant to change personality brand

16、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.prentice hall, 20095-15 psychographics activities: work, hobbies, social events, vacation, entertainment,

17、shopping opinions: self, social, future, political, business, culture, economics, education, interests: family, home, job, food, media, achievements, recreationprinciple: often, differences in consumer behavior lie in psychographicsconsumers interests and lifestyles rather than in demographics.prent

18、ice hall, 20095-16 lifestyles looks at patterns of consumption, personal relationships and leisure activities. yankelovich monitors mindbase vals products 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 categori

19、zes 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 m

20、akers motivated by self-expression and the need to stand out from the crowd or make an impact on the physical world. 5-17visit the siteprentice hall, 2009prentice hall, 20095-18 usage behavior usage rate: quantity of purchaselight, medium, heavy. brand relationship: past, present or future use of pr

21、oduct 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. experiences the experience of buying vs. acquiring the product itself. our decisions are based on

22、our experience with the brand.principle: in many product categories, 20 percent of the users buy 80 percent of the products.5-19prentice hall, 2009prentice hall, 20095-20 trends and fads related to lifestyle and psychographic factors as well as desire for choice in a consumer culture. young people a

23、re very involved in trends. trendspotters: researchers that identify trends affecting consumer behavior cool hunters: specialize in trends that appeal to youth brand proselytizer: consumer paid to positively influence people about a brand “take charge” mentality of todays consumersprentice hall, 200

24、95-21 traditional view need recognition information search evaluation of alternatives purchase decision postpurchase evaluation low-involvement or high-involvement in low involvement, theres little or no information searchprentice hall, 20095-22 paths to brand decisions depends on product and buying

25、 situation planners must know how the process works for different product categories (e.g., cars vs. candy bars)pathgoalexampleadvertisings objectivethinkfeeldolearning, interestcomputer game, cd, dvdprovide information, emotionthinkdofeellearning,college, a computer, provide information, argumentsu

26、nderstandinga vacationfeelthinkdoneedsa new suit, a motorcyclecreate desirefeeldothinkwantscosmetics, fashionestablish a psychological appealdofeelthinkimpulsea candy bar, a soft drinkcreate brand familiaritydothinkfeelhabitcereal, shampooremind of satisfactionprentice hall, 20095-23 influences on b

27、2b decision making many individuals involved; decision by committee rational and quantitative criteria dominate often based on specs who bid on the contract; low bid wins long time between initial contact and decision; decisions last a long time and are supported by a contract quality is hugely impo

28、rtant and repeat purchases are based on performance personal selling is important; advertisings role is to used to generate leads for the sales force. prentice hall, 20095-24 segmenting dividing the market into groups of people who have similar characteristics in certain key product-related areas. t

29、argeting identifying the group that might be the most profitable audience and the most likely to respond to marketing communications messages.prentice hall, 20095-25 market aggregation strategy when planners use one marketing strategy that will appeal to as many audiences as possible“coke is it!” tr

30、eats the market as homogeneous (single, undifferentiated, large unit). market segmentation marketers recognize consumer differences and adjust strategies and messages accordingly (diet coke vs. caffeine free coke). target market from these segments, marketers identify, evaluate, and select a group o

31、f people with similar needs and characteristics who are most likely to be in the market for the advertisers product.prentice hall, 20095-26demographic segmentationlife style segmentationgeographic segmentationpsychographic segmentationbehavioral segmentationbenefits segmentationvalues and benefits-b

32、ased segmentationprentice hall, 20095-27 based on when you were born and lifestyle factors baby boomers, generation x, generation y, echo boomers gray market (young seniors age 6075, older seniors 70+) other lifestyle segments dinkies: double income young couples with no kids guppies: gay upwardly m

33、obile professionals skippies: school kids with purchasing power slackers: 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 jewelry ruppies: retired urban professionals; older consu

34、mers with sophisticated tastes and a generally affluent lifestyleprentice hall, 20095-28 subsegments of a more general market defined by some distinctive trait ecologically minded moms who dont use disposable diapers skateboarders classical music enthusiasts educationally oriented senior travelerspr

35、entice hall, 20095-29 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 getting more attention due to new practices in internet mar

36、keting.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 audience.5-30prentice hall, 2009prentice hall, 20095-31 et

37、hical issues advertising potentially unhealthy products to specific segments like sugary foods to children. emphasis on advertising to young consumers while ignoring boomers in their “power years.” microtargeting using vast computer databanks of personal information to identify voters most likely to

38、 support one candidate or another. used in swing states to identify potential supporters.discussion questionsprentice hall, 20095-33 you are working as an intern at the williams russell agency and the agency has just gotten a new account, a bottled tea named leafs alive that uses a healthy antioxida

39、nt 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, psychological and behavioral factors influence this market? plot the co

40、nsumer 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. explain your rationale.prentice hall, 20095-34 consider the social

41、 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: a. full line of frozen family-style meals (for microwaving) that feature superior nutritional balances.b.dairy product c

42、ompany (milk, cheese, ice cream) offering an exclusive packaging design that uses fully degradable containers.c. a new suv that is lighter in weight and gets better gas mileage than the average suv.prentice hall, 20095-35 analyze the decision making involved in choosing your college.a. interview two of your classmates and determine what were the influences on their decision to attend this school?b. how did youand the people you interviewedgo about making this decision? is there a general decision-making process t