2. chapter 5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Marketing & Consumer Behavior: The Foundations of Advertising The marketing process and the role of advertising and other marketing communications tools Chapter

3. 5-3 Chapter 5 Objectives Define marketing & explain advertising’s role in the market Discuss various influences on consumer behavior Discuss product utility and the relationship between utility and consumer needs Identify key participants in the marketing process Outline the consumer perception process & explain why “perception is everything” Describe fundamental motives behind consumer purchases Explain how advertisers deal with cognitive dissonance

4. 5-4 The Larger Marketing Context of Advertising Marketing PricingDistributionPromotion Advertising Conception

5. 5-5 Customer’s Utility Awareness Attitude Interest Seller’s Context of Advertising: Marketing Key Concepts UtilityExchanges PerceptionSatisfaction

6. 5-6 Marketing Process Participants: Customers Current customers Prospective customers Influentials

7. 5-7 Customers & noncustomers Money & spending authority Common interest or desire Marketing Process Participants: Market Current customers Prospective customers Influentials Market

8. 5-8 Marketing Process Participants: Market Markets Customers Marketers

9. 5-9 Transnational or Global Marketing Process Participants: Market Types Regional or National Local Business Consumer Government

10. 5-10 Consumer Behavior: Consumer Decision Process Insert ex. 5-1, p 146 Consumer decision flow chart Position = center horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi e

11. 5-11 Consumer Behavior: Consumer Perception Process Insert ex. 5-2, p. 147 Consumer perception flow chart Position = center horiz, 1.5” vertical Size = 8.2” WIDE Resolution = 300 dpi

12. 5-12 Consumer Behavior: Consumer Perception Process Harley Davidson ad capitalizes on the consumer’s self-perception Insert photo 5.9, p. 149 Harley temporary tattoo Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

13. 5-13 Consumer Behavior: Learning and Persuasion Theories of Learning CognitiveConditioning  Memory, thinking, problem solving  Trial and error  Relevant to complex purchases and learning from other people  Relevant to simple, everyday purchases

14. 5-14 Consumer Behavior: Elaboration Likelihood Model Insert ex. 5-4, p. 151 Elaboration Likelihood Model Position = center horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

15. 5-15 Consumer Behavior: Results of Learning Attitude Habit Interest Loyalty

16. 5-16 Consumer Behavior: Consumer Perception Process Ad for Columbia sportswear aims to build brand interest Insert photo 5.10, p. 152 Columbia, man holding flowers Position = 2.9” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

17. 5-17 Needs are basic & often instinctiveWants are learned during lifetime Maslow’s hierarchy of needs Consumer Behavior: Consumer Motivation Process Motivation: underlying forces driving decisions Insert ex. 5-5, p. 154 Maslow’s Hierarchy table Position = 0.35” horiz, 3.5” vertical Size = 8.2” WIDE Resolution = 300 dpi

18. 5-18 Consumer Behavior: Consumer Motivation Rossiter & Percy’s fundamental motives Negative Motives: problem removal or avoidance Positive Motives: benefit, bonus, or reward Insert ex. 5-6, p. 155 8 Purchase Motives Position = 0.5” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

19. 5-19 Consumer Behavior: Consumer Motivation Negative motivation in Kids and Cars ad urges readers to adopt safe behaviors Insert photo 5.13, p. 155 Car and kid photo Position = 2.9” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

20. 5-20 Nonpersonal Interpersonal Influences on Consumer Behavior Family Culture Society: Reference Groups & Opinion Leaders Time Place of Sale Environment

21. 5-21 U.S. Army ad focused on a Spanish- speaking audience Nonpersonal Influences on Consumer Behavior Insert photo 5.17, p. 160 U.S. Army ad in Spanish Position = 2.9” horiz, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

22. 5-22 Purchase Decision and Postpurchase Evaluation Evoked Set: mp3 Players  Apple  Microsoft  Rio  SanDisk

23. 5-23 Purchase Decision and Postpurchase Evaluation Evoked Set: mp3 Players Evaluative Criteria  Apple  Microsoft  Rio  SanDisk  Capacity  Durability  Battery life  Ease of obtaining and loading music

24. 5-24 Purchase Decision and Postpurchase Evaluation Evoked Set: mp3 Players Evaluative Criteria Cognitive Dissonance  Apple  Microsoft  Rio  SanDisk  Capacity  Durability  Battery life  Ease of obtaining and loading music  Was it worth the money?  Will it last as long as my old one?  Could I have found a better price?

25. 5-25 Purchase Decision and Postpurchase Evaluation Evoked Set: mp3 Players Evaluative Criteria Cognitive Dissonance Postpurchase Evaluation  Apple  Microsoft  Rio  SanDisk  Capacity  Durability  Battery life  Ease of obtaining and loading music  Was it worth the money?  Will it last as long as my old one?  Could I have found a better price?  It’s so small.  I like the color.  It doesn’t take long to put my music on it.