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Consumer Behavior and Promotion Strategy

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17.2 A general model of the communication process ... Car battery. Refrigerator. Wallpaper. Car. Perfume. Greeting card. Rum. Ice cream bar. INVOLVEMENT ... – PowerPoint PPT presentation

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Title: Consumer Behavior and Promotion Strategy


1
Chapter 17 Consumer Behavior and Promotion
Strategy
2
17.1 A general model of the communication process
Feedback
Trans-mission via media
Source
Message
Receiver
Action
3
17.2 A general model of the communication process
- Relevant agents and Stimuli
Feedback
Trans-mission via media
Source
Message
Receiver
Action
  • TV, magazines
  • Direct mail
  • In-home
  • Newspaper articles
  • Advertise-ment
  • Publicity
  • Personal selling
  • Consumer
  • Consumer
  • Manufacturer
  • Ad agency
  • Salesperson
  • Promotion manager

4
17.3 A general model of the communication process
- Key actions for Promotions
Feedback
Trans-mission via media
Source
Message
Receiver
Action
Transmit promotion communi-cation
Interpret promotion communi-cation
Manage promotion strategy
Create promotion communi-cation
Take action
5
17.4 A general model of the communication process
- Relevant agents and Stimuli
Feedback
Trans-mission via media
Receiver
Source
Message
Action
  • Analyze consumer/ product relationship
  • Implement promotion strategy
  • Evaluate promotion strategy
  • Exposure to message
  • Attend to message
  • Compre-hend promotion
  • Form beliefs
  • Design promotion to commun-icate meanings about
    product attributes
  • Purchase product
  • Store contact
  • Word-of-mouth communi-cation
  • Select medium or method to expose message to
    appropriate audience

6
17.5 Central Route to Persuasion
Exposure to persuasive communication
  • Compre-hension
  • Deeper thoughts about product
  • More elaboration
  • Persua-sion
  • Product beliefs
  • Brand attitude
  • Purchase intent

Attention Focus on central product-related
info.
Higher involve-ment with product or message
7
17.6 Peripheral Route to Persuasion
Exposure to persuasive communication
  • Persua-sion
  • Non-product beliefs
  • Attitude toward ad
  • Brand attitude
  • Purchase intent
  • Compre-hension
  • Shallow thoughts about non-product info.
  • More elaboration

Attention Focus on peri-pheral product-related
info.
Lower involve-ment with product or message
8
17.7 Grid for Analyzing Consumer / Product
Relationships
Higher
  • Insecticide
  • Greeting card
  • Clothespins
  • Rum
  • IRA account
  • Ice cream bar

INVOLVEMENT
  • 35mm camera
  • Car
  • Car battery
  • Wallpaper
  • -
  • Refrigerator

Lower
  • Perfume

Think Products Feel Products
9
17.8 Analysis of Consumer Vulnerability
Like
Neutral
Dislike
Buy regularly
Loyal to our brand
Regular customers - vulnerable to competitors
Buy occasionally
Occasional customers who are vulnerable to
competitors promotions
Never buy
Customers of other brands- are vulnerable to
promotion
Forget it!!
10
17.9 The MECCAS model
  • Executional framework
  • How the ad communicates the advertising strategy
  • All details of the finished ad, including models,
    setting, props, script and the style and theme of
    the ad

Aspects of creative strategy
Driving force The value orientation of the ad.
The end goal implied in the ad, but seldom stated
explicitly
Leverage point The hook that connects
the tangible attributes to the intangible values
of the driving force
Message elements The product or brand attributes
communi-cated in the ad
Consumer benefits The key benefit
consequences communicated in the ad
Elements of advertising strategy
Relevant levels of a means-end chain
Terminal or instrumental value
Psychosocial consequences
Functional consequences
Concrete or abstract attributes
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