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© Larry Percy
UNDERSTANDING
TARGET AUDIENCE
DECISION MAKING
© Larry Percy
Behavioural Sequence Model
A planning tool for IMC that looks at how decisions are made and
the roles people play in the decision process
© Larry Percy
Developing a Decision Model
First determine the stages people go through in making a purchase or usage decision, then for each stage determine:
• Who is involved and the roles they play
• Where it occurs
• The timing of each stage
• How it occurs
© Larry Percy
Generic Behavioural Sequence Model
© Larry Percy
© Larry Percy
Stages should be added, modified, or deleted to suit your specific
target audience,product category, or even brand
© Larry Percy
Possible Decision Stages for Various Choices
Laundry Detergent Notice getting low – Shop – Select Brand – Purchase – Use
Casual Eating Out Need arousal – Decide what ‘in mood for’ – Decide on restaurant from that type – Go to restaurant – Eat
Exterminator Service Need arousal – Identify services – Evaluate services – Decide on service – Contact and schedule service – Evaluate results – Decide on whether to retain service
Wholesale Plumbing Distributor Stocking
Monitor manufacturer and wholesale competitors – Identify items to evaluate – Evaluate items – Contact vendor – Evaluate vendor – Order and stock item – Evaluate sales performance - Reorder
© Larry Percy
Who: The Decision Roles Involved
• An initiator who proposes the purchase or usage
• An influencer who recommends (or discourages)
the purchase or usage
• The decider who actually makes the choice
• The purchaser who actually makes the purchase
• And the user who uses the product or service
© Larry Percy
BSM For Choosing a Snack
Decision Stages
Decision Roles Involved
© Larry Percy
© Larry Percy
Decision Stages
BSM For Choosing a Word Processing SystemDecision Roles Involved
© Larry Percy
© Larry Percy
When we communicate with advertisingor other marketing communication we are
talking to individuals, but asindividuals in a role
Our message must be consistent with that role
© Larry Percy
WHERE: Where the Stage Is Likely to Occur
Some common locations (or situations) for the occurrence of decision stages in the BSM would include:
• home - for media exposure to usage• shopping malls• office - private or sales calls• social occasion• commuting - private car or public transportation• point-of-purchase• phone calls - friends or business• contact with expert
© Larry Percy
Decision Stages
BSM For Choosing a Health Food SupplementWhere the Stage Is Likely to Occur
© Larry Percy
© Larry Percy
Factors to Consider in Each Locationor Situation in the BSM
•Advertising communications or promotion accessibility
•Presence of more than one role-player
•Time pressure (the opportunity to process the message)
•Decision participant’s physical and emotional state
© Larry Percy
WHEN: Timing of the Stage
The time and timing of each BSM stage is important for media planning -- especially scheduling
Overall timing, from the start to finish of the BSM stages generally reflects the buyer’s
purchase cycle for fmcgs
© Larry Percy
Decision Stages
BSM For Choosing a DessertTiming of Stages
© Larry Percy
© Larry Percy
HOW: How the Stage is Likely to Occur
These ‘hows’ for each decision stage in the BSM are vitally important in aiding the formulation
of the positioning strategy for the marketing communication
© Larry Percy
Decision Stages
BSM For Choosing a HolidayHow the Stage is Likely to Occur
© Larry Percy
© Larry Percy
Target Audience Decision-Making Model for a Major Holiday Trip
© Larry Percy
© Larry Percy
The BSM helps set overall communication objectives, and can also help understand:
• the complexity of the target audience
• the complexity of the purchase and usage decision
• opportunities for trade incentives
• the need for multiple messages
• opportunities for unique message delivery
• the likely importance of retail messages
© Larry Percy
DETERMINING
THE BEST
POSITIONING
© Larry Percy
Initial Positioning Decision
Centrally Positioned Brand must be able to deliveron all the benefits of the category
Differentially Positioned Seek benefit different from primarycategory benefit to differential frommarket leader and competitors
© Larry Percy
Options for Positioning Brand Relative to Competitors
Product-Benefit-Oriented Positioning
User-Oriented Positioning •When marketing to specific segment
•When social approval is primary purchase motivation
•In all other cases
© Larry Percy
General Model of Brand Positioning
© Larry Percy
Category Need
Brand Benefit
What is it? What does it offer?
Brand Awareness Brand Attitude
© Larry Percy
Considerations in Selecting Benefits for Marketing Communication
• It is important to the target audience
• the brand can deliver it
• It can be delivered better than other brands
© Larry Percy
© Larry Percy
where:A0 = attitude towards the object
ai = importance of belief
bi = belief about the object
aibi i=1
n
© Larry Percy
Applying The Expectancy – Value Model
© Larry Percy
© Larry Percy
Determining Relative Benefit Strength
© Larry Percy
© Larry Percy
Different Aspects of a Benefit
Attribute
Characteristic
Emotion
An objective component of a product (anti-bacterial, no calories)
A subjective claim about a product (easy to use, tastes great)
A feeling associated with the product (excitement, relief)
© Larry Percy
Micromodel of Benefit Focus
1
6
3
2
54
Attribute
Characteristic
Emotion( - ) ( + )
© Larry Percy
© Larry Percy
Negative Motivation:
Subjective characteristic without support
Attribute supports subjective characteristic
Emotions related to problem resolvedby subjective characteristic
Motivation and Benefit Focus
e¯ c
c
a c
© Larry Percy
Positive Motivation:
Subjective characteristic leads to emotion
Emotional consequence alone
Motivation and Benefit Focus
e+
c e+
© Larry Percy
Benefit Focus Options
Negative Motivation
Positive Motivation
© Larry Percy
The Three Steps to Effective Brand PositioningStep 1
Step 2
Step 3