Media influences on consumer decisionmaking

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Media influences on consumer decision-making

• Pailin Lohaphantakit

July 18, 2005
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Assessment

• Quiz http//www.pbs.org/teachersource/media_lit/q
  uiz.shtm
• Typed one two pages paper explaining following
  your quiz score

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Do you know this ?

• Most of American people receive information from
• The primary news information sources are
• television ( 58) of survey samples between
  network and cable television.
• Newspapers ( 23) of all
• radio (13)
• Internet (4)
• news magazines (1).

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Relationship between levels of education and the
primary news source
The lower educational level is potential to
receive news from television. On the other hand,
newspapers are the source that group of Americans
with higher levels of education get their news
http//www.harrisinteractive.com/news/WirthlinRepo
rt/1999/twr9903.pdf
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Time spent with Media
http//www.bsu.edu/icommunication/news/iDMAaJourna
l.pdf
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Time spending in each media

• Newspapers
• 59 did not read paper yesterday
• Most samples spend time for reading a paper
  around 30 59 minutes

http//www.bsu.edu/icommunication/news/iDMAaJourna
l.pdf
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Television

• According to the survey, 2- 3 hours is the among
  of time that samples watching TV

http//www.bsu.edu/icommunication/news/iDMAaJourna
l.pdf
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Magazines

• Samples did not read magazines around 81
• Samples spend time reading magazines
  approximately 30 59 minutes

http//www.bsu.edu/icommunication/news/iDMAaJourna
l.pdf
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Internet

• 1- 2 hours is the most hours samples spending
  time on the Internet

http//www.bsu.edu/icommunication/news/iDMAaJourna
l.pdf
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Assignment 1

• a record of individual media consumption for one
  week (computers, TV, radio, etc.)
• Compare the amount of time spent using different
  media consumption in the U.S. including film, TV,
  and music.
• ranking the most three significant media that you
  get information and impact to your decision,
  especially buying goods.

http//www.pbs.org/teachersource/media_lit/getting
_started.shtm
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Class 2

• Media and consumer decision making

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Television

• TV Program
• What is in favorite TV program?
• How Valuable you get from those one
• Do you want to be like those main characters?
• Do you want to have/wear what they have?

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Group discussion (webct)Critical thinking

• The culture of TV Mark Crispin Miller
• The merchant of cool Douglas Rushkoff
• MTV John Seabrook

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Group discussion Advertising

• What value is there in studying advertisement
  Helen Ingham
• http//www.aber.ac.uk/media/Students/hzi9403.html
  

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Hierarchy of Needs

• Physiological needs
• ( food, cloth, medicine)
• Security needs (security, protection)
• Social needs (love, care)
• Esteem needs (self-concept)
• Self-actualization
• ( self-fulfillment)

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Steps of Consumer Decision Making

• Become Aware of a Problem or Opportunity The
  consumer realize on an unfulfilled need, such as
  replacing a regularly purchased item such as
  soup.
• Search for Information collecting information
  from different sources to making a good decision.
  For example, the computer buyer may consult with
  others who own one and conduct research on the
  Web (manufacturer sites, online magazines, etc.).
  
• Evaluate Alternatives the alternatives have been
  narrowed, the consumer compares them based on the
  criteria that matter most. For example,
  purchasing a computer, the consumer may decide
  between desktop and laptop. Which one is suitable
  for consumers tasks.
• Decide on what to buy and then purchase it. At
  this step, the consumers may consider on other
  factors such as the best deal or feature of
  computer they want.
• Reassess the purchase. This process occurs after
  purchase products. Consumers may reconsider their
  satisfaction on the goods and their decision is
  good enough or right for them. For instance,
  After buying Laptop, consumer can use the
  functions. Also, consumer service is
  considered in this stage.

http//www.swlearning.com/web_resources/consumer_e
xer.htmCDMSteps
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Consumer decision-making process
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Problem recognition
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Information Search
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Evaluation of alternatives
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Purchase decision
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Post-purchase behavior
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Assignment 2What Consumer Needs do these Ads
Fulfill?

• Choose 3 ads or advertising campaign
• Identify each ad or ad campaign into the Maslow
  five needs (physiological, safety,
  social/belonging, esteem and self-actualization).
• Explain the reasons for your choices

• Selected one of the advertising agencies
• Ogily Mather http//www.ogilvy.com click
  portfolio ( advertising banner)
• Leo Burnett http//www.leoburnett.com/ideas/north
  _america.asp
• J. Walther Thompson http//www.jwtworld.com/showc
  ase.htm

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Class 3

• Influences of media

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Group discussion (webct)Media influences

• Beauty and Body Image in the Media
  http//www.media-awareness.ca/english/issues/stere
  otyping/women_and_girls/women_beauty.cfm
• Media and Girls http//www.media-awareness.ca/engl
  ish/issues/stereotyping/women_and_girls/women_girl
  s.cfm

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Group Discussion (Webct)

• Influences of brand personality on advertising
  response http//www.tx.ncsu.edu/jtatm/volume4issue
  3/articles/Azevedo/Azevedo_full_134_05.pdf

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Class 4

• Media awareness

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How to deal with lies of advertising

• Materialism-Happiness, the meaning of life, and
  personal fulfillment
• Existentialism- Live for the moment
• Individualism- The most important person in your
  life is you.
• Hedonism- Pleasure happiness and fun are the
  primary purposes in life.
• Secularism- God is not important

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Aware on the Gimmicks of Advertising

• Normalization- Be part of the crowd.
• Glamorization- You can have one and be cool too.
• Emotional Transfer

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Group discussion (webct) media awareness

• How Marketers Target Kids Online
• http//www.media-awareness.ca/english/teachers/
  wa_teachers/kids_for_sale_teachers/marketers_targe
  t_kids_t. cfm
• Protecting Kids' Privacy on Commercial Web Sites
  http//www.media-awareness.ca/english/teachers/wa_
  teachers/kids_for_sale_teachers/protecting_kids_pr
  ivacy_t.cfm

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Assignment 3 How marketers target kids online

• Check 4 websites
• www.muchmusic.com
• www.ym.com
• www.friendstv.com
• www.candystand.com

• Note what you find from those website by using
  Worksheet from http//www.girlguides.ca/media/pdfs
  /13-3/13.3.1.8.pdf