Date.

Poge
PAGE- MBA 714 Ro 6020
RoLL No. CFIoRE S) 602 03
RoLL Alo woRDs) -SixTy HOUSANID wo HonDRED THREE
CLASS-SEMESTER MCA 2019-21 3rd Semeater
SUBTECT-ADVER TSIN ConNSUMER_ BEHAY1oR CAcB)
PAPER CoDE MBA T14
DATE OF ExAM 03 DE CEMBER 2020

Total e: PAG£S WRITTEN (19)

NIT
Vavias Objeckivey Adedhsi ae 4 hllous

nduce a reduc ha mast Conmmou easo 4dmsLp

udeel_ tp ihoduce a hiw broolutt

narket. Thiu Can be doue y esski
well a y eu brauds 7heosecs to
EeRM e Customer abous a
AO

Tabodlute a_boand-
9aske pday Qnd de nice

Senice oneraly pmarketd aa braud p<hea

raskel h e i bvdydua! Senie redue
hud OLA r AHuBAEA maket i on braus
inimape he mekel4
amval.

Aaeny Creahou|*he moc nportandjo6 of

dvehitip p n fon- and kal Deuire24
Caphure he aleapio he_Con
kd Acquint Cus pme 0 &rdud duoikehif Advedisirg 4
maintain 6S Overiome he demad
oduch t a k _ p e p t e
CHhsg brads Laped makes
 Rotl- 60203 Data
Page
ape-2 MBA 7141
st ford

e_reahon beoduoill>_dasge sak aderkin ca

enkace Zwdwill of h ad - Coupa
hu increajesrarkes vceplicoey a Ceaks
aCeepjaUe akA Aude A he Conpauy't

mereadales her a awy paducks ahes

mmedlatr e , euug

Rlu aduertiip

Geap a dei Aeiwtcif efrsa feeliety aa

_praducs Qud akes he due!
highly keleran as Ceales otrioudidyaloul U

uely dilsion cln

martesly neki ipeo deiase

eahip Brand kecall Remnder Advorkri abk t

Lvi ack nectali« ascoelaled voikh a_pued (Lke
Mac ANoodles_and Ceale a of
Lasip Connechon _oduut
2nd
A anos adutisiP anl -

) Onlnt Adtrhsif Such ad ase deCueoed ad Conmed

ia ikeoskt eey toessik, ad ca be a

4 cas Covrce venue. 60 euo

aleeerabos_ noto ComR ad and ko

helde oue_d cher Seelal melis ouk

(n) MS Advehsiup H a a y dive c/ ho

mstile ad eiai ecorydem Ues e
alow eeit / 6 16 alese ohoracle
 Date
714 Pege
MBA F

lelevision Ads- tvety tike avad shax, spoofe vou

aud
concerl ane eleeasfed an /e
1PL
SPER powi)

IV d uce ConsmeY albenian a i eea

eal he adehse
hcahebefoe htovie
uahe Ad Ads u
a lot
arls and duif tbenicciom alte a fhev
eelaliy

Qud
Kadio Theye a e breadcat vi )ddio wave

t maxily p
fasfeled alh_Commerd, a d

Condan_audite adreylicin d

) odue) Paceunnd Vadou web ere, how on

Mevie Cokain_a fes secodi adadepe casuria

Ci aneHes and
paxicnlag produc Like C9Y) mobile d
feahuinesin is maymedia a n
isibiidy

Priht Adveohisi Ady in

a pauLplel_posko el de i
Calepoo PIsadraulafe fat Ae_dhel/ ife
Usad! hert Kud he ea Coli d
a d Co itIS OmnipIerd almast

vi) Culdc Adveoiri- Crea lirp banners dishlaip billboonds

a khishuway 4ides o Specicaly oa fobiu
piaceat hore kyje Aot catle4
oalfod

OUT DOoR ApvERTICI NG

(1) nloba Adveahsi He a igle kid f ad tuPiize

plies
Varoy Versions fhas ealnti opizate
 RoLL 60 2e3 Date
Paga
MBA 7/4

4ac_Qud Palels aud Cuulbna eftvenCrd: The ads

CA muli-
ciulural CDneZp_a Compon

yia _dflostus pioa/ aud rafaical Coulexls

d fad

Rl Adverisi,

( Ad ueyhcipAar fho2Dle o_prvpapale

vme tiona aupec makeif-misS
V
laged to dre salesQnd ncoeaje_evemades
aud_lPmalely holp ineeaye p
A a 4 Yoee a mantefAlae

A he Cane He, Adwvksif la o pondibliy to

uild Ho bad, caeato a Conneeatoih k e
Ci omex d Creale loya ly aywell as brand
geca nHnek

A ole aderdsi_ _mainkain

thape and Rorp e a wela4
maintau/ enkance_t Coredibilik.

4) hewle o adhisi Hal eroy achou

alakmek CpoaiRappei aud frodue! offeri
t e Cusfonuy a fay a a akiri!,
coheincoheret tikerale ComnuniCahing_Atraley- -

6Adveyhisi kag p he maute r boand posi honi

Semiud Quehen ce Qud tnstill a CoHneo
o Re btud hame Adveyh'sif i aesral to
makehiy i Ceahe a heed generaey ausanenl
as hereajes Ro Outreack of he brand
 RoLL 60203
Date
MBA 714 poge

Vamiout Dlmin a s f a j e l audieuco

-

3
A fajel audienee_ Zroup 4 Contum es fo
whom markei Commiuicahon
meuefG ars dincled.

A Compay Cduuet AuCceRd whe it targol ereron

Cm_
hee will be dOme people

who miz{ kov inlerst

froduiel a6ility fo buy al_he_uo ted mice,acu
Coupu'S lishibukion
eusial to Mauoje_haye
eople houlolJe Charen to_be a_fat z He
andieuce. deleminanls a -
vanoud

a) lnieal| ooups Can be epales bayed o heir

inkre ihelerdilf bob6bes enortainmes_efereuess
Thi Ca kely in Aaki A_procty b i h ve

data diea

6)rchaenteahion-= Peopk be earck a

tdenl
pecificproduet_and dhey ll_Le he
auditnce Can also porckase fh_roducs

c)Aubuthines Refery t pc people Lsho _share

a Comnup expeiemee Aieh ad u i c vekjelej c
enlerain mei OndorShaadiP fhe
motirakoud o he anpel audience,_you Ca betkr
dorstand wh Are Conuec twih

d) Roles Undoostadi Ro e _fyauy tage

Qudience wlehorr hoy_Ce decison makend,
dave decision haip Suppootfof doi nu!herd
 RoLL6o2e3
Data
Paga
MEA 714
Page-6
eudhusias el One Can pecircay inlenee dhase
endue
e a ch ad Conve IOu Sele4 on

olher desired mledtones

phucl
e lheczaphical locaho Na COnsUmêrf

bajed o p h i c a l
ShLRPb4 Cike sKimoes
Lwill by Coal 0 uu fo leas ad Reumfp
eCold epio edpeefirely Pn ae toay,
s Livesctose to ha Ceuleodha be
anrbar claki Chain_Seye

Dee y n Socio Ceononic Snkus Ma cytomens

belon Qud Reoefrenay elto le
rick in laud koldir_ona_praluce: Ruw bep
9 u a l anol
eaki_sple, a oal bmdian an
not tenptesto by eoke bod Cke Pasha Pizza
fhey a juc hot nahve hi_cullun
utui

g kelison /Coneui
Ma Mauy_þoduel Lxo nalancds
Vemillion Can be mkeles aud sdo/ o meuubers
speoe
Camd Ckull edps o 0shy beady monk

_K Ae e ue e a odue nay alco e

diclales_aud dive 7 e ase La
ConUnl ad_Lauce _cau le a hcbio
maske sutable oducks
apgpopi ake fo aPe
Qudience 1jeHp heo uolors selip Leby
cohg Qud dld 9eived Coupde e
H-p
Sociehe aud touris bla apnopricPe
 Dats
Pag
MEA e Rol 6u3o3

DAMAR i AdeJiu bpalfu meos t d

Adepig Keju
a markolif model eclablirkod to defe cloo
adveisi campai an meagure he
ehjeckiefa
The DAGMAR model wa boduted
Rusell Coley w a (961 sepordto he Asooaha
e Nahonad Adehseru aud wa Expondes upon
1995 dolonew Dutka

advocaky a sra
/he DA GMAR appwack
aluides h e Confunme thoouh hosy
waseue, Oprehesion, Conichon ud Achiou
Kas become knoon b cDnn as
fhe ACCA fomuka The 4 4kpV o te Capa
ad hlloss
byenwrahi, QoarenA ko brad anwz Conumer!

2 - neycakilp Connprehongion fhe badud iH enepa

3 Convinif COnumer a s Hey neesd th_rdud
Perseuadp Contumery i _ bu

/he DA , MAR mehod COutai oaks

COmmwnahou tayk ha a Copus heg hare

_ Deelop a
Apecihc ACCA leps Can b
Make Une_ S uSuecey Kare goakd
measued ajainsta Laselin

Awaenes
Cenprekension J
1 Onnchou
OAchion
 Deta
Poge
Rou 60 283
pmeack

Contree Qud easurable tauks

precie_satuut ut asHe advtyhisey coaus t
COmiw cahon

Cudieuce Betoe
COmmencës Taysei audieCe ALLa fo
de fred_a rciseiy a _foribe
Derte ckarp dopkI denu CApe_
percephion akhihrdë o auoare reg td Conume
depue tia ake
ava!.
Time Period- Jhe aneuus h a s S ose alloed
he desied naly to be achuetd Thas is ty
na e aderhsers toy t hedue ke produe
monkf and hou Couwnitale H eakire auus
benjih Re Atrd 3 mouhs Sthal Sraud
slcall lis ard he&raus aCcep lance
as

NA CCA Mode

Awareues Ommuicalio tasks nolved makiy he

Consumer Qere he braud Ho rooluc

Conere Keaio >

/hee ks altokelped e Conjuumir
uderstaudirf haetribule Qad_hakney f A_eeb
roelud

3 lonichou e Connuuta Pou Tak coudnced he Cugomer

ha th roderet wyMeaf_do Ltm

Achon Jhinnabeolhr Comuicha

he ehed ake ChOL
 Ro l 60203 Date.
Page.
MBA 7/4 KoLL- 60203
p-9
|UNIT-
Actve rdhsi

Creaie taphc ud Cofomdey

Keap Pazhncotlip y s
"Tho ouly phi apeuci Aave p_l to clek
#astAe,cat 2 auwAre eke s eeale iden

AA gpea
99ea ad ha
0ne _emakake or mnceratk tAal
leves aap- lothi _inprnin auuoience
Ro produes

he_lcREATIvE S7RATEY| a Corponeus ha_adwhisip

ceakive
straley hasgude thoe epnsihe for deeopip
adverrisinp

Basic Problem t be ddesred

Objebive aduy ii
Dehniho eget audience
3)
Kybeuepik to ComuniCale

Appors a thete behh

4y speva uinmeh

/o ceak mea oinge_ to Conceive a hip r idea

thas d nof exist efoe: he _powrzel ue imgpey copy
td een_humee edemensraky ha reakihy erhances
volve Coninip tvo mee
adverising Creahi de
pevioudywncenecedobieek idend omehir_ew

or nothinf buf TuDlcioug tmitaion -Voltaire

Advehst'as terelec @n ajney 4preigha r e

CreaAve shle aud ih 9palioxf on
Conceph
 Date
6o203 Page
MBA 7141 Rotl- 6to203
okk cra kn portan te
adwshsing's haic mistion f
thomiR, persuadirp Qud Rmindif, ta! to
ouhuba qcdiain th boom facley
. 5 a

Ceku slps Advetiif e

A dvehisinfs upewikili to tom esacad
k i ed craAwok maky &deitiw
8Jehi a
vid a
haliy fha ata ek d/abibu, maintak1 inkert
and hnalaJ consumer aikip

rahib Aelps advehii persuadh :

lo be béasuagie Qu ad's ebal
Cpeahive use
meue must Leiuprras
rOuverbal megape elemuks: 4rhsk
Oe
hageleuends fo nce44e Midntg
Cau aise aderspercephon
Tom bupig
ua Artwok Ca aleo
Ahnulale eme houg Color foy exauple te mohvJes
Conued depediY_ou eir Cudhna hack ud amd
tertcnalapieu
Creahn p e adehisip.

Te boon dacb adveyhnip oa

Cue
auy AougCef luli alwoy
AcTIORN
CREAT WE PYR AMID
DESIRE

CREDIBILrTY Mode ha C
INTEREST Gude
Cerbu k a
ATTENTION
 RoL 6o203

MBA- 7A Date
Poge
Pape-11

A ac abous Ao pe rt adtrisif ppealy ued

Aat delemies ho twe a s ateva hs
Viewers
Mai ly
caltrie= PEMOTiOnN
RATIDN AL
AL APPEAL
APPEALS

Advedisif appeals a he þesaeauive_hcune hai Sshinlale

to
a to uy
þeoso produc Lemce dpcakinf au

indiuidual's Aeds inberaiy

a ad e_poadeConsunes aud adrerhisn
appea rovide_ip e Akek_doyberauasion t
OCur
/o_decide a cohich Cppeal o vst aue v
a Lcok af Maloois hierarc
Consue oivahond
Cderdtaud

e f Achuali zaho Achievif dus'

Polehal

ESeem ACtoplichmal
LoVE, BELON|Ny

SAFETY
PHYS1OLO|CAL

ConuOn
aduhii Ahaleies appea
SOme
baic_e d_A d may Hikk yorr

a ay
fasle buuds b7 phavhp delicioayod
b Line toith okal
eosOnal belef and rauues
 Roll éore3
Dala
MBA 7/4 Pogs
Papg-12
Varon pe ppeal a

)JApeal euoton ppea Li to audience euno fio Ca

he_done n a rful inYe ted d pouserdul me4apip

efona! Appea Aprea e to feotonas Condem d

Send these who aS usceptibe.

2) Sociaf Appea _Peeple a mohvaled aus infuences

chowip ad inihif

4 Appeal do obularviky Tae eaiat 0y fo Con vin

Somabody buy a_rdu á a e ih
make it teudiy and n fp do o:
S) Apeal to auhorik value Q indivdual oy
Oanizahon'c eKpise apoyi a_produue
-

6)Appeal t kegie Convince Hhe baiu yours

Conavme Qud fhiuk On how to akionali2ze ho dea!.

7) APpeal t kuwy- Smls lalkr wit and - all

Pufope you audieueo

8) Appea to dea Feag Qppeales a sCip

Mcvrdne proeelive 2e 0 enphaSizinf Ee
9 Ser Appea ual and Sery ads ane attrachve
be4e stincks and avugal

/o)Musieal Appes Mic Can Make o break au aol

B addip__ adjarhnp he ene =He ad mapi
Qudien oe ereited and Mepire iem fo mafne
 RoL 60203
Date
MBA 7/41| Paga
a-13
luNIT-m

Consumes Pockae Decision Mak ves-

I'htemal Stimul
PROBLEM RE CO NITION

NFORMA TION SEARCH

ALTER NATINE EvALUATlon

PURCHASE DECISION

poST PORCHASE EVALUATION

Hr and most Chpoaus

Poblem Retefnihion
prr ces ecanse evoneyY dale beind_he-
T b hae a need

a Cus tomer becomes Qu2* ha Ry

aproduc eice

Scarch m fomabion e uommakiouk

decision proeus Peuols fo chaj2e
6yer me
ObJains
inually a Condumerd_2euiR

Can
whie
thgema biou ebeu_preduelt
ad moee
algo Ke
eir heeds. Infomaiou Ca
Aakisty_
_eople
Obtained
Erpeieuceg kowleo
Kavtf previou
a
AHemakive eluaion DiAeoreas epiond
awailable parke loz
Can e _ bbayko
k ay
pwducs ike yde Evaluahion
oohe_ackra had
upo prie Luae
ee
COnsi dered elera
 Ro LL 6o2o3
MBA 7141
Date
Page

PurcharJecsion wheu all peiod epes

C l C r e d , Contumes has nmade

mind ox Re borchanP_decinon A/ hik ap

_Re Congvmey_kas_ralualed all e q
hos aied a a legjea! COn oleusbu

Post Prchase Cehaviou Th Porcdaje he_produ

flloes pog_purchase oualysic anc t
dekmmiahou cehon He rodue
h Conoe i aheied, thay wl Ceme a4
brand auubasjadort adpopajatLand Me
mout

ads haAepakive evies e mduc

wll be rulaled
d po

e e g m Conwme decisiou Produce a nage o

dindual dapu eraluehip
atribuks aes edueh, bra emmces
ad ulechip 1he One hal ives a e
Rai ko_hoe 2rcoizs al_Los Cedt-

ho a2ehonalkuekona
Conolafon achuay, hany decision
CHHe ongcio
As Re Conaumdy move Com a_Lous
evel hvov euens thvolveas lerel,
decision_makip_ CDplexvch

decison gp ippear be Ai's hine A

acualy Llend iO avoker

her a 3 Kinds o decision mak here

AloMINAL DE CISIDN MARING
(2 MITED DE6 CiSioR MAKIN(3 rTEN DED DE CISIoN MAKIN
 RoL lou4
MEA 714

ou Povdode

LIMITED ui
NOMINAL D ICIon LLLILn

MKINI

pRoeLE14 PEuI
Problern Rurogui Hov nEriERI
Selecie

nformakon leanc n emahon ayih

Lini ted Lrhemas
dinile d nems!

Atmaie rkusran
fey atribules
Mauy atrbues
Ruley Copler euistou s e
Snple De cision

fe altmaives Man astemaies

fURCHAS E PURCHA£
PuR CHASE

Packpurchase Post borchak

Post burchase
l o issonaucs No dicnamce p'ssonaule
Conpler ealuaibu
Vrry mied eduapn Lided ealuahiou

nvolve meud aud

pe a Deision Maki-p|

Ohomal-hsihal Secsion makip inrolves minmal de cision

trAoge
Lou molyemes uoih rchoye
- 2 ypa ERAND LoYAL DECLIONC
REPEAT PURCHASE
 Rol 60»3
Date
Poge
MBA 714

(21uITED h v e inlemas aud ex kmalinkd deorel

itte poxt-porchase ealuaAou
Middle_grod bet (Abnlea ancd (Erkded
ay k hed vu npledeekio ules
dponje to emotona tea ho
heed

EXTEN DED Exlewive inpemal & exknal fonabo deard

Conplex eraluaro prott
e decisbne veack is leve eCouplexi
Eve eavily eohonalodeclson a y
involve conite

Alo, may mey Condumerd d ho nae ghora!

Conshal
decisos Suekines OvesCo Le
o i aud ake deciso bases n
d psychalegical éppeal
Lrandd produch
nsumer d nat asess
Ca' benei athibeke, _ad decide to u Tey decde

ailyo nejhbound toi Cppove

also baue Reir tcision belotpntad rene
ovp d ho ueh dicions Ca Re
U
Conhr to

Consumers mayhold ou to ld kohoud

_preiodices Soeial heliefs, oaditon _2ie L
iustcit mirahbuj
2hiona! af al hc
 Roli 6o262
Data
MBA 714/ Paga

n he endto buy n hat to bu aieu by

fea euuo tou old nacdalgia,ahoees tud d
lod h acrs kot us aHoak Conce

e CondUmeg bekavio Qudif a udoeal

maskoph plan proc i s Condunbed

not oly a the begiaip _ roce bu auo at

a eriu poinks pe ineplemelabion

fhela 4 Contidesbotintema! aud exema!
mavkotiplauaif as wel as a renes

a eplan ike
Thene a Q ko 7 foolc aud
Audik hal Cau be wed Aud/ Ca bo Vced to

ase arion peek4 like peci hiouirP, desesakio

aud OLe eleuenA narkohL MX.

A_ComAvmer Lehariy audi! 4eaks to diseoeyHe

alhihudeu ConsUmerd Contegruf a COsai-
reducta necayary inpropeuuk ad wel! ay

eir vgope dpeuipe_adue

Maket epnutrfahby oil addpess:

legnal Indlueue
Eslenal_/nlueucej
Sihahona! nfueue.

Aeprici cecho _brodues toilljake a

Look a prices olahio to deenaplies
Oompekif_brauds and AeLd
 MBA 7/4
Date
Roll 6o203 Page

Vaviobarb sAs MaAkehip audit-

Make) defuuelabon

Arrdud PosihouH

Pvice

Place

PorDo

Prvdues

( ukmer daheashon

Lonwmey Belovio Adid cas kolp

buy d kepr Cunir eterho

Help to adjestcaupaiguJoa ud Odioes

Sveces
Re makeha to asse4s ekas are he haohra/rou4
( AHlows
Ad herenD beliey He Consvnens

( Dnover Ppmoek
Cud-me SuCLe4 eams

_ Aclpr echas he mo kei fots_ard

breahes hes tle ddo chele oiechon
 MBA 141
Data
Rol166203
Paga
Pape-19

belavi audik Ca
n Ps w y _
Qo
Qud ald
help tv gehain CondUmer
Lonk.
hakeled heir
X

HE eND

E END