Systematic- consumers are logical and deliberate

Interpreters- consumers use cultural and social membership to define purchases

1. Need recognition

2. Information search & evaluation

3. Purchase

4. Post-purchase use and evaluation

feelings of doubt and concern after a purchase is made

buyer's remorse

-When price is high

-When there are many close alternatives

-When the item is intangible

-When the purchase is important

Connection/interest in a product

-interests

-high risk

-high symbolic meaning

-emotional attachment

1. Extended problem solving

2. Limited problem solving

3. Habit or variety seeking

4. Brand loyalty

1. Physiological

2. Safety

3. Love & belonging

4. Esteem

5. Self Actualization

Certain stimuli evoke attitudes that induce behavior.

Attitude shortcuts

how we explain events 

stereotypes

Stimulate behavior without much info.

Coupons, free trial, satisfaction guarantee, stimulate brand loyalty

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Repetition of stimuli that stimulates consumer thought

The effectiveness depends on frequency repeated, familiarity with product/brand, complexity of message

Elaboration likelihood model

States that one of two routes to persuasion (central or peripheral) will be followed depending on certain elements

1. Characteristics of the message

2. Nature of the individual/situation

3. Motivation and ability

4. Involvement

High motivation, high ability = central

High motivation, low ability = periph

Low motivation, high ability = periph

Central- lots of copy, features emphasized

Peripheral- visual, delayed response, emotional emphasized

-Physical attraction

-Likeable

Resources

Understand consumer needs

Understand competition

Usage patterns- heavy v. light

Loyalty- brand loyal v. variety seekers

Demographic

Geographic

Psychographic

Geodemographic

 Innovators

Thinkers, Achievers, Experiencers

 Believers, Strivers, Makers

 Survivors

1. Benefit positioning (func. emot.)

2. User positioning (buying behav)

Competitive positioning

1. By attribute or benefit

2. By use or application

3. By user

4. By product or service class

5. By competitor

6. By price or quality

Validity is the ability to be an accurate asessment

Reliability = consistency

Developmental (qual) identifies opportunities and messages, helps creatives

Message (quan) examines the ad itself, determines likely impact on audience

Developmental or message?

Focus groups

Concept testing-helps creatives come up with concepts

Audience definition

Audience profiling***

Do they "get it"?

Does it impart knowledge?

Attitude change?

Affect feelings?

Physiological changes?

Behavior changes?

1. Introduction

2. Situation Analysis

3. Objectives

4. Budget

5. Strategy

6. Execution

7. Evaluation

Executive summary (critical aspects)

Overview

-Qualitative benchmarks

-Measurable method

-Criteria for success

- Time frame

TOMA- top of mind awareness

Change consumer beliefs or attitudes

Influence purchase intent

Stimulate trial use

Convert 1-time users to brand loyal

Encourage brand switching

Doesn't relate spending to objectives

Most use % of sales but it is not good!

Think of adv as an investment, not and expenditure

Look at competitor's adv spending and spend a little more

-maintain status quo

Relate spending to objectives

preferred method

-Repetition and frequency

-Rhyming games

-Introductory offers

-Product guarantees

Value propositions

Product comparisons

Functional benefits

Copy strategy

Media plan

visuals

Ethnocentrism

Self reference criterion

Pride/humility

Openness

Pictures can be culturally bound

message interpretation

-Some countries have few to no media options

-Expenses