consumers behavior

advertising

Any paid form of nonpersonal communication

what makes advertising nonpersonal

Involves mass media

Benefits of Advertising

• Most cost-effective way to reach large numbers of consumers.
• Builds brand equity by influencing consumers’ perceptions.
• Can advertise to consumers, businesses, or to stimulate demand.

Paid Media

Channels marketers pay to leverage.
• Includes traditional advertising media (TV, radio, print, etc.)

Owned Media

Channels of marketing communication that a company controls.
• Websites, blogs, apps, social media channels

Earned media:

• Exposure for a company (free).
• Viral marketing.

mass marketing

targets a broad audience

Micromarketing

targets a specific, narrow segment of the market

Market segments

Distinct consumer groups within a market who have
common needs.

Segmentation Methods/Approaches

Demographic, geographic, psychographic, and behavioral segmentation methods.

The Role of Segmentation in IMC

Segmentation helps in creating tailored Integrated Marketing Communications (IMC) strategies for different market segments.

Concentrated Market Approach

Attempting to capture a large share of one market segment

Ex-Ferrari

Differentiated Market Approach

Developing separate marketing strategies for different segments

-Hyundai- several variety

Undifferentiated market approach

Offering just one product or service to entire market

Ex-sugar

Segment potential

sales potential of segment.
• Opportunities for growth.
• Competition analysis.
• Ability to compete.
• Ability to market to this group.

Salient attributes:

Important to consumers and are basis for making a
purchase decision

developing a position strategy approaches

Price/Quality, product attributes

use or application

product class and user

decision making process

problem recognition, examining consumer motivation,infromation search, perception

Motivation Process

Need recognition, tension, drive, behavior, and goal attainment.

Motivation Theories

Theories explaining what drives individuals to achieve goals, including Maslow's hierarchy of needs

Psychoanalytic Theory:

Sigmund Freud's theory that unconscious desires and conflicts influence behavior.

Selective Exposure

Choosing which stimuli to focus on.

Selective Attention

Paying attention to specific information while ignoring others.

Selective Comprehension

Interpreting information in a way that aligns with one's beliefs.

Selective Retention

Remembering information that is consistent with one's beliefs.

salient beliefs

Beliefs concerning specific attributes.
• Consequences that are activated and form basis of attitude.

Heuristics

Simplified decision rules customers use for purchase decisions.

Classical conditioning

Learning is an associative process with
existing relationship between a stimulus and a response

Ex-Tiffany’s box

Operant conditioning

rewarded when doing something to reinforce desired behaviors and discourage undesired ones.

behavioral segmentation

usage rate for consumers

benefit segmentation

how people feel after using the product like features

psychographic segmentation

lifestyle, beliefs etc

EX-chanel bag

multi attribute attitude model

ranking how something is important

internal information search

searching with previous information

external information search

seeking information from outside sources, such as friends, reviews, or advertisements.

positioning

creating a distinct image or identity for a product or brand in the minds of consumers relative to competitors. This involves identifying unique selling propositions and communicating them effectively.