The Consumer Audience

The Consumer Audience

Advertising Principles and Practices

Questions We’ll Answer

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Why is consumer behavior important to advertisers?

What influences affect consumer behavior?

What models explain consumer behavior and psychology?

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First--SWOT Strengths Weaknesses Opportunities Threats

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Workshop

Let’s do a SWOT analysis for Facebook.

Insight Mining

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Remember us?

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Consumer Audience—FBTs

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What kinds of people? Age, Sex, Income, Status?

Post Sept. 11. What are their emotional attitudes towards Business Travel?

How can we know for sure?

What can a large airline do about it?

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Influences on Consumer Decisions

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Dove Redefines Beauty

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• What critical consumer insights drove the marketing campaign?

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Same Company

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Homework

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Read articleDo you agree with the author? Why or why not?

Cultural Influences

Norms and Values

Subcultures

Corporate Culture

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Core Values:

• Sense of belonging• Excitement• Fun and enjoyment• Warm

relationships• Self-fulfillment• Respect from

others• A sense of

accomplishment• Security

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Social Influences

Social Class Determined by income,

wealth, education, occupation, family prestige, value of home, and neighborhood

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Social Influences: Demographics

Age Gender Family Status Race and Ethnicity Education Occupation Income Geography Sexual Orientation

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Demographics are the statistical, social, and economic characteristics of a population, including:

Social Influences Demographics

U.S. Census Bureau collects demographic data every 10 years

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Psychological Influences

Perception and State of Mind Your past experiences with a brand, what

others say, and mental states affect behavior Needs and Wants

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Who am I?

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Psychological Influences:Maslow’s Hierarchy of Needs

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The VALs SystemThe VALs System categorizes consumers according to psychological traits that correlate to purchase behavior.

• Thinkers and Believers— motivated by ideals; abstract criteria such as tradition, quality, and integrity.

• Achievers and Strivers— motivated by achievement, seeking approval from a values social group.

• Experiencers and Makers— motivated by self-expression and the need to stand out from the crowd or make an impact on the physical world. 5-17

Psychological Influences

Motivations Motive: an internal force

that stimulates a certain behavior

Attitudes Based on deeply held values,

and resistant to change

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Psychological Influences

Psychographics Activities: work, hobbies,

social events, vacation, entertainment, shopping

Opinions: self, social, future, political, business, culture, economics, education,

Interests: family, home, job, food, media, achievements, recreation

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Principle: Often, differences in consumer behavior lie in

psychographics—consumers’ interests and lifestyles —rather than in demographics.

Some great insights

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Usage Behavior

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Principle: In many product categories, 20 percent

of the users buy 80 percent of the products.

Behavioral Influences:Diffusion of Innovation Curve

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Regina Lewis

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VP Consumer and brand insights