[ADV 318J] - Final Exam Guide - Ultimate 78 pages long Study Guide!

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29 Nov 2016
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UT-Austin
ADV 318J
FINAL EXAM
STUDY GUIDE
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Advertising 318J Exam 2
CHAPTER 5: ADVERTISING, INTEGRATED BRAND PROMOTION, AND
CONSUMER BEHAVIOR
Consumer behavior (those activities directly involved in obtaining,
consuming, and disposing of products and services, including the
decision processes that precede and follow the actions) is defined
as all things related to how humans operate as consumers
o If it has anything to do with consuming, its consumer
behavior
Some companies do very well with only a very thin understanding
of how their consumers choose their brands
o This is especially true in the case of so-called low involvement
goods, such as consumer packaged goods (CPG) (typically
low-priced items such as paper towels, batteries, toothpaste,
laundry products, and frozen or canned food)
Trash bags, paper towels, laundry detergent, canned
soup
CPG consumer behavior is mostly about memory and
habit
When you can either transform CPG or other low involvement
brands from simple memory-based ones mindshare brands- (brands
that are promoted and purchased largely through memory of the
brand name and sometimes one simple quality or attribute) into
more culturally or socially meaningful ones through advertising, or
when you are dealing with more high involvement categories such
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as automobiles or clothing, then the advertising and the related
consumer behavior is a lot more interesting and fun
All advertisers could significantly improve their odds and profits by
better understanding their consumers
This chapter summarizes the concepts and frameworks believed to be most
helpful in trying to understand consumer behavior as it most closely relates
to advertising and IBP
Consumer behavior is explained through 2 different perspectives:
o Psychological
What happens in consumers’ heads
o Sociocultural
Views consumers as social beings who operate in their
societies and cultures and thus behave largely as a
function of social circumstance and cultural forces
5-1 PERSPECTIVE ONE: THE CONSUMER AS DECISION MAKER
One way to view consumer behavior is as a fairly predictable sequential
process culminating with the individual’s reaping a set of benefits from a
product or service that satisfies that person’s perceived needs
In this basic view, we can think of individuals as purposeful decision
makers who either weigh and balance alternatives, or resort to
simple decision rules of thumb to make decisions
o This process occurs in a straightforward sequence:
1) need recognition
2) information search and alternative evaluation
3) purchase
4) post-purchase use and evaluation
5-1a The Consumer Decision-Making Process:
Need Recognition:
From the psychological perspective, the consumption process
begins when people perceive a need
o A need state (a psychological state arising when one’s desired
state of affairs differs from one’s actual state of affairs) arises
when one’s desired state of affairs differs from one’s actual
state of affairs
Need states are accompanied by a mental discomfort or
anxiety that motivates action. Ex) the need state that
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