Advertising final test 3

The purchase decision process

1. problem recognition

2. Search

3. Alt Evaluation

4. Choice

5. Outcomes

Information Processing

1. Exposure

2. Attention

3. Comprehension

4. Yielding/Acceptance

5. Retention

CB Variables/External influences

1. Motives

2. Evaluative Criteria

3. Life Style

4. Normative Compliance and Informational influence

Purchase Decision Process

(The Journey)This is a behavioral model that tracks the stages a person goes through from realizing they need something to actually buying it. It’s a chronological timeline

Information Processing (The Mental Work)

This happens inside those stages. It explains how a consumer perceives, interprets, and remembers the marketing messages they see. It focuses on the psychological journey of a single piece of data

EPS

This is the High-Involvement version of the model. It is used when the purchase is infrequent, expensive, or carries high risk

LPS (Limited Problem Solving)

This is a Middle-Ground version. The consumer is familiar with the product category but not the specific brands or new features available.

RRB (Routine Response Behavior)

This is the Low-Involvement version. It is used for frequent, low-cost purchases.

Media Planner's

Planners bridge the gap between marketing objectives and tactical execution. Their role involves: [1]

Reach (The "How Many?")

Reach refers to the total number of different people exposed to a message at least once during a specific time period (usually 4 weeks).

Frequency (The "How Often?")

Frequency is the average number of times those people are exposed to the message.

Flighting (Intermittent)

Alternating periods of advertising with periods of no advertising (hiatus).

• Best for: Seasonal products (e.g., snow tires, sunscreen, tax services).

• Risk: Consumers may forget the brand during the "off" periods

Pulsing (The Hybrid)

A mix of continuity and flighting. A low level of advertising runs all year, but "pulses" (heavy bursts) occur during peak selling periods.

• Best for: Products sold all year but with seasonal peaks (e.g., soft drinks in summer, toys at Christmas).

Bursting (The "Blaze")

Running the same commercial every half hour on the same network during prime time.

• Goal: High Frequency in a very short window.

• Best for: High-involvement (EPS) products that need to build fast momentum or "break through the clutter" for a new launch

Roadblocking

Buying airtime on all major networks at the exact same time.

• Goal: Massive Reach. No matter what channel the consumer switches to, they see your ad.

• Psychology: It creates the illusion that the brand is everywhere, forcing Exposure in the Information Processing stage.

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Roadblocking

Buying airtime on all major networks at the exact same time.

• Goal: Massive Reach. No matter what channel the consumer switches to, they see your ad.

• Psychology: It creates the illusion that the brand is everywhere, forcing Exposure in the Information Processing stage.