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ADVERTISING AND

INTEGRATED BRAND
PROMOTION
6TH EDITION

Reference book:
Thomas Guinn: Chris Allen:
Richard Semenik
Analyzing the Environment
for Advertising and
Integrated Brand Promotion
Advertising, Integrated Brand Promotion, &
Consumer Behavior
Learning Objectives :
1. To describe the basic stages of consumer
decision making

2. To explain how consumers adapt their decision-


making process as a function of involvement and
experience

3. To discuss how effective advertising uses socio-


cultural meaning in order to sell things
1. Perspective One: The Consumer
as a Decision Maker

The Consumer Decision-Making Process :

1.Need Recognition
2.Information search and alternative evaluation
3.Purchase
4.Post purchase use and evaluation
1. Perspective One: The Consumer
as a Decision Maker
The Consumer Decision-Making Process :

1.Need Recognition
Need state
a. ones desired state of affairs differs from
ones actual state of affairs.
b. Accompanied by mental discomfort or
anxiety
1. Perspective One: The Consumer
as a Decision Maker
The Consumer Decision-Making Process :

1.Need Recognition
Functional benefits : Convenience, reliability,
nutrition, durability, and energy efficiency.
Emotional benefits : Products and services feel
pride, avoid guilt, relative fear, and experience
pleasure.
1. Perspective One: The Consumer
as a Decision Maker

All parents want to be good to their child. This ad


promises both functional benefits and emotional rewards
for diligent parents. (www.jnj.com)
1. Perspective One: The Consumer
as a Decision Maker

Functional benefits rule in this ad. Its all about precision


and accuracy in time keeping
1. Perspective One: The Consumer
as a Decision Maker

2. Information Search and Alternative Evaluation


Internal Search : Personal experience and
prior knowledge.
Consideration Set : the set of the brands the
consumer will consider for purchase.
External Search : It involves visiting retail
stores to examine the alternatives.
Evaluative Idea : Consumers form evaluations
based on the characteristics or attributes those
brands in their consideration set have in
common.
1. Perspective One: The Consumer
as a Decision Maker

3. Purchase
The consumer has made a decision and
sale is made.
4. Postpurchase Use and Evaluation
Customer Satisfaction : It is a favorable
postpurchase experience.
It creates appropriate expectations for a brands
performance, or by helping the consumer who
has already bought the advertised brand to feel
good about doing so.
1. Perspective One: The Consumer
as a Decision Maker

4. Postpurchase Use and Evaluation


Cognitive dissonance : It is the anxiety or regret
that lingers after a difficult decision, sometimes
called buyers remorse.
Postpurchase programs : Direct mail, email, or
other types of personalized contacts with the
customer.
2. Four Modes of Consumer
Decision Making

Does buying a Valentines gift from Victorias


Secret create different feelings than buying a
pack of gum?

Why is that T-shirt you bought at Zara more


important to you than the brand of orange
juice you had for breakfast this morning?
2. Four Modes of Consumer
Decision Making
Sources of Involvement
a. Involvement : it is a degree of perceived
relevance and personal importance
accompanying the choice of a certain
product or service within a particular
context: how much it matters to you.
2. Four Modes of Consumer
Decision Making
Four modes of decision making
1. Extended problem solving
2. Limited problem solving
3. Habit or variety seeking
4. Brand loyalty

High Involvement Low Involvement

Low Experience Extended Problem Solving Limited Problem Solving

High Experience Brand Loyalty Habit or Variety Seeking


2. Four Modes of Consumer
Decision Making
1. Extended Problem Solving
Consumers go through a deliberate decision-
making process that begins with explicit need
recognition, proceeds with careful internal and
external search.
Extended problem solving is the exception, not
the rule.
2. Four Modes of Consumer
Decision Making
2. Limited Problem Solving
A consumer is less systematic in his or her
decision making.
Consumers simply seeking adequate solutions
to mundane problems.
Just trying a brand or two may be the most
efficient way of collecting information about
ones options.
2. Four Modes of Consumer
Decision Making
3. Habit or Variety Seeking
It occurs when a decision isnt involving and a
consumer repurchases from the category over and
over again.
Habitual purchases are probably the most common
decision-making mode.
Habit : It refers to buying a single brand repeatedly as
a solution to a simple consumption problem.
Variety Seeking : It refers to the tendency of
consumers to switch their selection among various
brands in a given category in seemingly random
patterns.
2. Four Modes of Consumer
Decision Making
4. Brand Loyalty
Consumers repeatedly purchase a single brand as their
choice to fulfill a specific need.
Brand loyalty is based on high favorable attitudes
toward the brand and a conscious commitment to find
this brand each time the consumer purchases from this
category.
3. Key Psychological Processes

What does advertising leave in the


minds of consumers that ultimately
may influence their behavior?
3. Key Psychological Processes

A good deal of advertising is designed to ensure


recognition and create favorable predispositions
toward a brand
Attitude : an overall evaluation of any object,
person, or issue that varies along a continuum,
such as favorable to unfavorable or positive to
negative
Brand attitudes : summary evaluations
that reflect preferences for various
products and services
Key Psychological Processes

Where do brand attitudes


come from?
Key Psychological Processes

Beliefs : It represent the knowledge and feelings


a person has accumulated about an object or
issue.
Salient beliefs : These are critical
determinants of an attitude; It can be
modified, replaced or distinguished
Key Psychological Processes

Multi-Attribute Attitude Models (MAAMs)


It provide a framework and a set of
research salient beliefs and attitudes
about competitive brands.

Basic components of a MAAMs analysis


a. Evaluative criteria
b. Importance weights
c. Consideration set
d. Beliefs
Key Psychological Processes

Information Processing and Perceptual Defense


1. Pay attention to the message
2. Comprehend it correctly
3. Accept the message exactly as we
intended
4. Retain the message until it is needed for a
purchase decision
Key Psychological Processes

The Elaboration Likelihood Model (ELM)


It understand how a persuasive
communication may affect a persons
attitudes
2. Perspective Two : The Consumer as
Social Being

Consuming in the Real World


Culture : It is what people do, or the total life
ways of a people, social legacy the individual
acquires from his (her) group.

Culture surrounds the creation, transmission,


reception, and interpretation of ads and
brands, just as it touches every aspect of
consumption.
2. Perspective Two : The Consumer as
Social Being
Consuming in the Real World
Values : These are enduring expression of
culture ; It express in words and deeds what is
important to a culture.
Consumer behavior

Attitudes Advertising

Cultural Values
2. Perspective Two : The Consumer as
Social Being

Consuming in the Real World


Rituals : These are often-repeated formalized
behaviors involving symbols
2. Perspective Two : The Consumer as
Social Being

This ad promotes Coca cola products is made part of


holiday rituals
2. Perspective Two : The Consumer as
Social Being

This ad promotes
Skechers products
as an integral part of
family rituals and
traditions
2. Perspective Two : The Consumer as
Social Being

This ads helps Camay


become part of an
already existing ritual
2. Perspective Two : The Consumer as
Social Being
Sociological Factors in Consumer Behavior and
Advertising Response

Stratification : It refers to systematic


inequalities in things such as wealth,
income, education, power, and status.
Taste : It refers to generalized set or
orientation to consumer aesthetic
preferences.
Family : The consumer behavior of families
is also of great interest to advertisers.
2. Perspective Two : The Consumer as
Social Being
Sociological Factors in Consumer Behavior and
Advertising Response

Celebrity : It is a unique sociological concept


and it matters a great deal to advertisers.
Race and Ethnicity : It provides other ways to
think about important social groups.
Politics : In many parts of the world,
consumption and branding have a long
political history.
2. Perspective Two : The Consumer as
Social Being

These ads use celebrity in


simple and sophisticated
ways
2. Perspective Two : The Consumer as
Social Being

These ads
are directed
at Hispanic,
Asian and
African-
American
consumers
2. Perspective Two : The Consumer as
Social Being

This is a brand with pretty clear politics


2. Perspective Two : The Consumer as
Social Being

Here, Ray Ban attempts to appeal to gay


consumers
2. Perspective Two : The Consumer as
Social Being
Sociological Factors in Consumer Behavior and
Advertising Response

Gender : It is the sociocultural expression of


sexual identity, sexual preference, or both.
Community : They belong to a group of
people who are similar to them in some
important way & different from those not in
the community.
How Ads Transmits Meaning

Ads try to turn already meaningful things into things


with a very special meaning, a crafted meaning
with the purpose of selling.
Consumers are free to accept, reject, or adjust the
meaning to suit their taste.