ADV 319 9_5_lecture - 1-1FYITest ReviewMultiple choice and...

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Unformatted text preview: 1-1FYITest ReviewMultiple choice and T/F. day before test is test reviewParticipant Pool Days1-2Last ClassPsychologySocialCognitiveMarketing vs. AdvertisingPositions in ad agency1-3Factors in Consumer BehaviorThe story of Gail in the marketplaceDemographics - observable characteristicsPsychographics - lifestyles, leisure time, music, food -- what kind of person you areOpinions and behaviors of others - family, friends, nationMarket segmentationTargeting a brand only to specific groups of consumers rather than to everybodyBrand 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 desiresProcesses of consumer experienceOngoing process - the prepurchase (who influenced you, what ads did you see), the purchase, the aftermath1-5Role TheoryConsumer behavior Is like a playPeople act out rolesProps - briefcaseCostume - suitScripts - 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 BehaviorConsumer: A person who identifies a need or desire, makes a purchase, and then disposes of the productPurchaser vs. user vs. influencerExample - xmas gifts. Influencer - gave a recommendation Organization/group as consumer1 person buying for everyone, or a group of people buying 1 thing1-9...
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This note was uploaded on 03/25/2008 for the course ADV 319 taught by Professor Kaseyfarriswindels during the Fall '07 term at University of Texas at Austin.

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ADV 319 9_5_lecture - 1-1FYITest ReviewMultiple choice and...

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