ADV_318J_Chapter_5 - Chapter 5 Advertising IBP and Consumer Behavior(4e Highlight I eg 164-5 P&G s Joy in Japan what is the#1 lesson of Joy s

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Chapter 5 -- Advertising, IBP, and Consumer Behavior (4e) Highlight I. eg 164-5 P&G s Joy in Japan -- what is the #1 lesson of Joy s experience? a. People were squirting more of their old brand to wash out greasy material on their plates while it wasn’t working; they worked into putting powerful chemicals that washes out the toughest stains, and they succeeded in becoming Japan’s best-selling dishwashing soap. II. 165 two perspectives on consumer behavior and why? a. Consumers are systemic decision makers that maximize benefit from their purchase b. Consumers are active interpreters, whose membership in cultures affect their interpretation c. Why two perspectives? b/c no one perspective can explain consumer behavior adequately. All consumer behavior is complex and multifaceted III. √ 166-71 four basic decision-making stages + gist of what happens at each stage a. Need recognition- everyone has need states, advertising help prime them out in every season. EX: Starburst jellybeans during Easter. Product must satisfy functional and emotional needs to sustain customer’s recognition b. Information search and alternative evaluation- once a need is defined a search follows to see what would solve the need i. Internal search- based on personal experience and prior knowledge; or, advertising can predisposition someone in favorable of one brand, if they’ve seen it on ad 1. EX: Campbell Soup ii. External search- visit retailer, see consumer report, expert reviews, friends, etc c. Purchase i. Only the 3 rd stage, you still have to worry about what happens after the purchase d. Postpurchase use and evaluation i. 65 percent customers came from previous customers who were satisfied, while 91 percent who bought it and didn’t like it the first time will never buy it again ii. Consumer satisfaction- more satisfied after sustained usage; adv. help doing this by providing appropriate expectations and when they use it they can see if the adv is true about the products iii. Postpurchase contact with customer- to ensure satisfaction by direct mailing/ email and ask them about their product; in doing so the advertiser has the undivided attention of the customer and can create customer loyalty IV. 167 functional v. emotional benefits a. Functional benefits- objective performance of the product: convenience, reliability, nutritiousness, durability, and energy efficiency b. Emotional benefits- more subjective, different from one customer to the next, help customers feel pride, avoid guilt, relieve fear, and experience intense pressure. V. 169-70 consideration set; evaluative criteria a. When consumers are making internal and external searches they are constantly forming attitudes about alternatives, therefore yields a number of products available after search (consideration set) b. Critical function of adv is to let buyers beware of the brand name so that it can become part of their consideration set c. Evaluative criteria- product attributes and performance characteristics that includes many factors; the
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This note was uploaded on 03/23/2008 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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ADV_318J_Chapter_5 - Chapter 5 Advertising IBP and Consumer Behavior(4e Highlight I eg 164-5 P&G s Joy in Japan what is the#1 lesson of Joy s

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