ADV305_Feb_9_%26_11 - 20090212 ADV305 The Fundamentals of...

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2009 02 12 1 Marketing and Consumer Behavior: The Foundations of Advertising Ch5. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Feb 9, 2009 Today’s Ad: iPhone vs. Crest Ch.5 Marketing and Consumer Behavior To introduce the process and theories of consumer behavior Chapter Overview Advertisers spend a lot of money to keep consumers interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. Therefore, advertisers must know consumer behavior. Consumer Behavior The mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants Definition: Consumer Behavior services to satisfy particular needs and wants. Consumer Behavior Interpersonal Influences Personal Decision nonpersonal Influences Processes The advertisers who understands this process can develop messages more likely to reach and make sense to consumers. Consumer Behavior Interpersonal Influences nonpersonal Influences Personal Processes Decision Perception Motivation
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2009 02 12 2 Personal Processes in Consumer Behavior Assume you are the advertising manager preparing to launch iPhone. What’s your first task? Personal Processes in Consumer Behavior 1. Perception To create awareness (perception) that the product exists 3. Motivation To provide enough information (learning and persuasion) about the product for prospective customers to find interest and make an informed decision Finally, make advertising to stimulate customers’ desire (motivation) to satisfy their needs and wants by trying products Personal Processes in Consumer Behavior Perception Motivation These three personal processes of consumer behavior are extremely important to advertisers Advertisers can better evaluate how their messages are perceived. Consumer Behavior Interpersonal Influences nonpersonal Influences Personal Processes Decision Perception Motivation Consumer Behavior Interpersonal Influences nonpersonal Influences Personal Processes Decision Perception Motivation Consumer Perception Process Stimuli are the physical information we receive through our senses
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2009 02 12 3 Consumer Perception Process Perceptual screens are the subconscious filters that shield us from unwanted messages before any data can be perceived Two types of screens: Physiological and Psychological screens Stimuli must penetrate a set of perceptual screens Perceptual screens Consumer Perception Process Physiological screens comprises comprise the five senses, detect the incoming data, and measure the dimension and intensity of the physical stimuli. Consumer
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This note was uploaded on 08/24/2009 for the course ADV 05600 taught by Professor Kim,yeoj during the Spring '08 term at University of Texas at Austin.

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ADV305_Feb_9_%26_11 - 20090212 ADV305 The Fundamentals of...

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