School Work

Psychology of Adv - Exam 1

Description
Psychology of Advertising, The University of Texas, Exam 1, Angeline Close, Communication studies
Categories
Published
of 31
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Related Documents
Share
Transcript
    Table of Contents Understanding Consumer Behavior ............................................................................................... 2   Motivation, Ability, and Opportunity ............................................................................................. 6   From Exposure to Comprehension ............................................................................................... 13   Memory and Knowledge ................................................................................................................... 14    Attitudes ................................................................................................................................................. 23      Understanding Consumer Behavior Lecture 2 (08/27/14)  –   Online Social Media -   Privacy and security issues o   Ex: Target scandal  –   pregnancy ad, credit card mishap o   Facebook sending a code to personal cell phone to access account -   What‟s a „Like‟ worth? (what is the ROI on a like on Facebook?)   o   Social marketers have been obsessed with building social media followers, yet unable to articulate the value of a “fan”   o   Graph Search makes the ROI of Facebook following easy to measure by using “likes” and “check  - ins”  (geo-targeting/geo-tagging) -   A lot of consumer psychology is connected to social media (people who do not have social media are called “laggards”)   -   Questions: o   1. Do you use Facebook‟s Graph Search? What do you think of it?    Can use it to search „which of my friends like sushi?‟   o   2. Do you see a potential problem with Graph Search causing pages losing connections with users?    Social media leech: someone who is in social media but does not contribute o   3. Do you think big corporations have an unfair advantage on promoting themselves under Graph Search?    Ex: Coca- Cola, McDonald‟s   o   4. If this reaches the point of paid search marketing for businesses, do you think this is a good marketing tactic? -   How many tweenyboppers is in the Austin area on facebook, it‟s 24,000   -   Expectations o   Can you tell me what consumer behavior is? o   Acquisition to use stage to disposition stage o   Identify 4 domains of consumer behavior o   Discuss benefits of studying consumer behavior o   Explain how companies apply consumer behavior concepts when making marketing decisions -   Consumer Behavior: the acquisition consumption and disposition of goods, services, time, & ideas by (human) decision making units o   You do this multiple times a day, consciously and unconsciously, rationally and emotionally    Emotion is a big part of advertising o   Influenced by advertising, social media, friends/family, etc. o   It is a dynamic process o   Can involve many people o   Involves many decisions big and small    Lecture 3 (09/03/14)  –   Online -   Integrating marketing and sports o   Richard Sherman ‟s Beats “Hear What You Want” headphones      Perfect timing of the ad and his explosion against ESPN reporters after a game o   Oreo‟s “Dunk in the dark”  after the black out in the Superbowl stadium o   Social and psychological context of advertising that may happen -   Consumer Behavior: totality of decisions you make about consuming of an offering by a decision making unit which tends to be a business and a consumer but can also be B2B o   Involves attitudes toward:    Products    Services    Good example of selling service: Progressive commercials (Flo)    Can see boxes in the background, makes insurance tangible    Activities    People    Ideas o   Three dimensions of consumer behavior    1. Acquisition    2. Consumption    3. Disposition o   Consumer behav ior reflects totality of consumers‟ decisions with respect to the three dimensions of consumer behavior    Goods    Service (disposition would be to fire someone or breaking a contract)    Time    Ideas by (human) decision making units over time o   Advertising tactics (ideas and way we execute ideas) are based on o   ABCs of computer behavior intertwine:       Attitude/Affect: the feeling (attitude + emotion)    Emotions usually generated with ads    Ex: Nike‟s new campaign that people really push themselves –   everyone can be an athlete  –   idea of self-confidence    Behavior    Cognition: knowing    Knowing the different aspects of a product -   What impacts consumer behavior? o   1. Psychological core    How you make your decision based on the things around you? (i.e. who you spend time with?) o   2. Decision-making process o   3. Consumer culture o   4. Consumer behavior outcomes
Search
Tags
Related Search
We Need Your Support
Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

Thanks to everyone for your continued support.

No, Thanks