ADM 2320 Lecture Notes - Lecture 5: Personal Knowledge Base, Determinant, Decision Rule

The purpose behind much of advertising is to influence each of the five Consumer Decision Making process (Problem Recognition, Information Search, Evaluation of Alternatives, Product Choice (i.e. Purchase) and Outcomes (i.e. Postpurchase). Each stage of the Consumer Decision Making process has techniques that help consumers to manage the stage and then move onto the next one successfully. Eventually, the consumer moves to purchase (where we get excited to make the sale) but don't underestimate how important the last stage (post purchase) is to making additional sales in the future. Below are guidelines that show basic techiniques used to target and manipulate each Consumer Decision Stage through advertising.

Below are some issues that you will want to consider as you evaluate each of the five chosen advertisements. Please remember that your goal is not simply to answer these questions, but to provide insights into the consumer’s decision making process that you feel would be useful to a marketing manager (e.g., if an ad triggered the consumer’s decision to purchase the product). Other areas to comment on would be level of involvement, etc.

This assignment asks you to find one ad that addresses each of the needs of the five stages (in other words five different ads). This means that there must be five different ads for the total project, one for each stage (all ads are different from one another). Create a Power Point Presentation that shows how the advertiser is addressing the needs of the consumer for the specific Consumer Decision Making stage.

*Be aware that there is a helpful power point demonstration in a conference opened this week marked as "Advertising and the Consumer Decision Process (Ad Examples)". This is informative only and does not need to be commented on.

First, show the ad in a slide and then follow-up with a slide which explains (bullet form) why the ad slide targets the Consumer Decision Making process stage. ALL ADS MUST BE STILL ADS (NO VIDEOS or LINKS). Therefore the ad MUST be able to be copied and pasted within the power point slide (NO LINKS). Here is the format of the presentation:

Slide 1: Name, date

Slide 2: Problem Recognition Ad

Slide 3: Explanation why it addresses this stage

Slide 4: Information Search Ad

Slide 5: Explanation why it addresses this stage

Slide 6: Evaluation of Alternatives Ad

Slide 7: Explanation why it addresses this stage

Slide 8: Product Choice (Purchase) Ad

Slide 9: Explanation why it addresses this stage

Slide 10: Outcomes (Postpurchase) Ad

Slide 11: Explanation why it addresses this stage

Slide 12: Conclusion

In the conclusion of the slide presentation choose which ad is most effective (overall) and why.

Logistics Run Down:

-No more than 18 slides in length (includes cover page and bibliography)

-Include a cover page and bibliography of sources. Outside sources (esp. learning resources from weeks covered) are encouraged to be cited and used.

-Organize and utilize the headings given above.

-No more than 2 grammatical/spelling errors are allowed (please proof before submitting).

-Text is required to be in Times Roman, 12 pt font, double space the text.

- Keep voice in business third person. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such.

Choose the right answer

Question 1

With respect to consumer behavior, one's attitudes, learning, and perceptions would be

Question 2

In Maslow's hierarchy of needs,

Question 3

The most likely product to be purchased in an attempt to satisfy self-esteem needs would be

Question 4

Which of the following is not a characteristic that distinguishes organizational markets from consumer markets?

Question 5

Consumers may attempt to reduce postpurchase anxiety in the consumer decision process by

Question 6

The buying center concept explains how groups of people participate informally in business purchase decisions and

Question 7

In the organizational buying process, a triggering event such as announcement of the availability of a new product whose use could improve the company's market performance is referred to as

Question 8

An undifferentiated marketing strategy

Question 9

Goods purchased by the ultimate consumer for personal use are called

Question 11

A particular purchasing agent might allow some salespeople to see the engineers responsible for developing product specifications but not allow others the same privilege. In the buying center, this purchasing agent is filling the role of

Question 12

"Our prices are the lowest, we guarantee it" is an example of a positioning strategy based on the product's

Question 13

Segmenting the market based on exactly how an industrial purchaser will use products is referred to as

Question 14

The lumber your carpenter purchases to finish out your basement is classified as

Question 15

When consumer demand for personal computers affects computer manufacturers' demand for computer chips, this situation is known as

Question 16

Which of the following is a personal factor in consumer bahavior?

Question 17

Cognitive dissonance would be most likely to occur after the purchase of

Question 18

Which of the following would be most likely to break through a person's perceptual screen?

Question 19

The Fortune 500 list of America's largest firms based on sales revenues and number of employees provides a basis for

Question 20

Straight rebuy behavior by industrial purchasers will probably continue if the supplier provides

Question 21

A controversial technique of subconscious communication, aimed at circumventing the perceptual screens, is called

Question 22

Those products that are actually considered when making a consumer purchase decision are

Question 23

The component of the business market that consists of individuals and firms that acquire goods and services to be used directly, or indirectly, in producing other goods and services is called:

Question 24

The institutional market does not include which of the following?

Question 25

Advertising for smoke alarms, air bags and life insurance typically uses which of Maslow's levels of needs to appeal to consumers?

Question 26

One type of buying center role is that of the

Question 27

Manufacturing firms that convert to automated factory systems must purchase equipment that they have never bought before, such as robots and computers. This buying situation is called

Question 29

A commonly used basis for segmenting consumer markets is

1 points

Question 30

The business market is also known as the

Question 31

Which of the following consumer problem-solving behaviors requires the least effort?

Question 32

The relationship between the demand for silk cloth and consumer demand for silk blouses and neckties is known as

Question 33

Examples of business market items that would usually be purchased as a straight rebuy are

Question 34

The person who joins a local bowling league for the social interaction, even if he or she is a novice bowler, is probably trying to satisfy his or her

Question 35

Campbell's "Soup for One" is an example of a product that is targeted to

Question 36

Red Ryder Industries markets rodeo and horse riding supplies specifically to women. This is an example of

Question 37

Purchases made by choosing a preferred brand or one of a limited group of acceptable brands are called

Question 38

The slogan "the graying of America" describes the trend

Question 39

People or institutions must have sufficient purchasing power and the authority and willingness to buy to be considered a

Question 40

Reference group influences would be most likely to be significant in the decision to buy

Question 41

Internal search in the consumer decision process may include

Question 42

The process of dividing the total market into several smaller, homogeneous groups is called