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ADV 319 9_5_lecture

ADV 319 9_5_lecture - 1-1FYI•Test Review–Multiple...

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Unformatted text preview: 1-1FYI•Test Review–Multiple choice and T/F. day before test is test review•Participant Pool Days1-2Last Class•Psychology–Social–Cognitive•Marketing vs. Advertising–Positions in ad agency1-3Factors in Consumer Behavior•The story of Gail in the marketplace…–Demographics - observable characteristics–Psychographics - lifestyles, leisure time, music, food -- what kind of person you are–Opinions and behaviors of others - family, friends, nation•Market segmentation–Targeting a brand only to specific groups of consumers rather than to everybody–Brand personalities - ex facebook based on who they want to target1-4What is Consumer Behavior?•The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires•Processes of consumer experience•Ongoing process - the prepurchase (who influenced you, what ads did you see), the purchase, the aftermath1-5Role Theory•Consumer behavior Is like a play–People act out roles–Props - briefcase–Costume - suit–Scripts - impressive1-6Clothing Can CommunicateClothing is part of the costume.1-7How are these work places different?What you do is driven by what you consume. What you wear is a factor in your job opportunities1-8Actors in Consumer Behavior•Consumer: A person who identifies a need or desire, makes a purchase, and then disposes of the product–Purchaser vs. user vs. influencer•Example - xmas gifts. Influencer - gave a recommendation –Organization/group as consumer•1 person buying for everyone, or a group of people buying 1 thing1-9...
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ADV 319 9_5_lecture - 1-1FYI•Test Review–Multiple...

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