ADVERTISING

MKT340
[LECTURE CONTENT: 05]

THE CONSUMER AUDIENCE

 HOW DOES CONSUMER BEHAVIOR
WORK?

Consumer behavior is how

individuals or groups select,
purchase, use, or dispose of
products as well as the needs and
wants that motivate these behaviors.

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 CORE CONSUMER VALUES
• A sense of belonging
• Excitement
• Fun and enjoyment
• Warm relationships
• Self-fulfillment
• Respect from others
• A sense of
accomplishment
• Security
• Self-respect

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 HOW ADVERTISERS TAP INTO
CORE VALUES OF CUSTOMERS ?

• Advertisers strive to understand the

underlying core values that govern
people’s attitudes and guide their
behavior.
• An ad’s primary appeal aims to match
the core values of the brand to core
values of the audience.

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 CONSUMER MOTIVATION
AND ADVERTISEMENT
Consumer needs vary, so do their wants
Maslow’s hierarchy
of needs:

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 CONSUMER PERCEPTION AND
ADVERTISEMENT
• Selective perception: Screens and filters
• Selective exposure—consumers filter out 96% ad they see
• Selective distortion—consumers believe what they already
believe
• Selective retention—information that get locked in memory for
future reference; ad can help
• Satisfaction: Advertisers can raise expectation and
disappoint customer at times
• Cognitive dissonance: we tend to justify or rationalize the
discrepancies between what we thought we would receive
and what we actually received; aftermarketing can help to
mitigate mental discomfort

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 CONSUMER PERSONALITY
TRAITS AND ADVERTISEMENT
Human personality traits—old-fashioned, lively, efficient,
glamorous, rugged, romantic, helpful, snobbish, sophisticated,
warm, dependable—has been adapted to brands with the idea
that brand personalities can be created to make them
distinctive from their competitors

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 CONSUMER VALUES, LIFESTYLE
AND ADVERTISEMENT
VALS: Values and
Lifestyle Systems

• Trend spotters:
professional
researchers hired by
ad agency to identify
trends that may affect
consumer behavior

• Cool hunters: are

trend spotters who
specialize in
identifying trendy fads
that appeal to young
people.

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 INNOVATION, ADOPTION
BEHAVIOR AND ADVERTISEMENT
Diffusion of Innovation By Everett Rogers

Perceived risk is your view of the relationship between what

you gain by trying something new and what you have to lose if
it doesn’t work out. Advertisement message can assure
customers.

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 CONSUMER DECISION PROCESS
AND ADVERTISEMENT

AD

AD

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 HIGH AND LOW INVOLVEMENT
DECISION PROCESS

Evoked set: First

brands that come
to mind when we
think of a product
category

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd
 B2B PURCHASE DECISIONS
AND ADVERTISEMENT
• Buying committee review the options
• Rational and quantitative criteria dominates most
decisions
• Decisions are made based on a set of specifications to
potential suppliers who then bid on the contract—
typically the lowest bid wins
• Decisions may span a considerable time. Once made,
decisions may be in place for a long time
• Quality is hugely important, and repeat purchases are
based on how well the product performs
• Personal selling is critically important in B2B
marketing, so advertising is used to open the door
and generate leads for the sales force

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Md Azzajur Rahman_Email: azzajur@iub.edu.bd