Professional Documents
Culture Documents
The study of the interactions between consumers and organizations. Advertisers and advertisements are everywhere!
We are exposed to up to 3000 advertising messages a day Examples include signs, billboards, flyers, scented advertisements, TV, film previews
Some companies have moved toward target samples (e.g., Toyota used VW Beetle owners)
Focus Groups
Paid participation of 8-12 members Match the profile of traditional product owner Describe their reactions to a product Sometimes observed using the product More qualitative than quantitative
Projective Techniques
Idea that people wont directly express their opinions. Thus need to uncover their unconscious feelings Use role playing, personifications, have them describe someone who uses the product
Observational Techniques
Idea that behaviors do not always correspond with attitudes Variety of techniques
Purchasing Behavior: sales after an ad is aired. Problem is that there are often other variables to consider Supermarket Observers: costly and time consuming, lack of experimental control (e.g., SES, ethnicity)
Nielsen Ratings
Most commonly used rating system Use mechanical devices to assess audience size and composition Audimeter tracks what program is on, but not who is watching or if it is being watched People Meter used during Sweeps period. Asks for the above info., but only the respondents actually use it
The Seller
Types of Advertising Used
Direct sell: Designed to elicit an immediate buying response Consumer Awareness: create a brand name and maintain awareness of that name Product Image: create an image. For similar products, need to make yours stand out Institutional Advertising: persuade the public that the company is a good neighbor (e.g., Shell advertises highway safety advice)
Positive/Negative Appeals negative appeals fail if consequences that are shown are overly unpleasant
Trademarks
Shorthand symbol of the feelings and images associated with the product In the 18-29 age group, the most recognized trademarks are: Coke, Campbells, McDonalds, Pepsi, Kodak, Disney, NBC Foreign Interpretations Updating Trademarks
Product Image
The ideas, thoughts, and feelings associated with the products personality Examples include
The Marlboro Man The Izod Alligator in the 1980s Mr. Clean
Product Packaging
Plays an important role in the products that we buy Packaging costs comprise 1/3 the cost of supermarket items Environmental concerns surrounding packaging
Sex in Advertising
Not very effective
Target sex stares at pictures, ignores rest of ad Overall, poor recall for ads with sexual content
Internet Advertising
The power of the world wide web Number of people on the web grows everyday
Recently, women have begun to use the web more than men
Targeted advertising
Cookies count the number of times a site is accessed. Counts what site you came from
The Consumer
Buying habits and brand loyalty habit is the key word
Move cans of soup from normal shelf, people unwittingly buy wrong soup Underscores importance of getting people into your store and trying your product Logic behind introductory offers
Product pricing
Price frequently not considered for staples We use price as a meter for quality
Elderly rapidly growing sector of the economy. Currently a sector of the population that struggles economically