ADV 318J Lecture Notes - Lecture 7: Risk Perception, Nachos, Vance Packard
Document Summary
10. 9. 14 - consumer"s use of advertising & pr. Understand how adv/pr ts into the consumer decision-making process. Describe how consumers process and respond to adv/pr. Explain how adv/pr do consumer research and identify the major methods. Mary wells, president of wells, rich and greene advertising agency, says the new advertising approach reflects youthful, sophisticated, affluent and skeptical. Brand advertising/pr: create a liking or preference to use at some point in the future. Direct-response advertising: tries to gain some immediate response. Problem: you don"t know which comm method contributed to the sale (mobile, mail) Decision process: a series of related stages lead to action. Mainstream culture: collective values & beliefs of society. Subcultures: subgroups within a larger culture that keep distinctive lifestyles/values while adopting important features of the dominant culture. 7000 taco bells w/ . 7 billion in sales. 3800+ restaurants in u. s. w/ billion in sales. Social/rank class: society"s tendency to rank its members according to prestige.
