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Chapter 5 Advertising Principles and Practice

Chapter 5 Advertising Principles and Practice

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Published by LeeAnn Chen

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Categories:Types, School Work
Published by: LeeAnn Chen on Feb 25, 2011
Copyright:Attribution Non-commercial

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05/12/2014

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The Consumer Audience
Chapter 5 of Advertising: Principles and Practice
LeeAnn Chen
 
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Social/Cultural InfluencesPsychologicalInfluencesBehavioralInfluencesculture   socialclass   referencegroups   familydemographicsstate of mind   needsand wants   selectiveperceptionsatisfactionmotivations   attitudesand valuespersonalitypsychographicsquantity usagebrand relationshipinnovation
Market SegmentTarget Audience
Figure 5.1
 
Consumers vs.Customers
Consumers Customers
People why buyor use products tosatisfy their needsand wantsSpecific types of consumers whobuy a particular brand or patronizea specific store
There are many ways to categorize consumers, but an importantdistinction is between users and purchasers.

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