ADV 318J Chapter Notes - Chapter 5: A.D. Vision, Social Forces, Social Class
Document Summary
= all things related to how human operate as: psychological, economic, social, cultural influences. Successful ibp= comes from understanding your (potential) consumers. Psychological perspective- approaches consumer as systematic decision makers who process information: attitudes/beliefs, memories and personal experience, decisions rules, cognitive ability. Socio-cultural approach approaches consumers as social beings whose behavior is largely directed by social forces (friends and family: socio- economic status (ses, social class, living conditions, cultural norms. Heuristics (emotional) - use mental shortcuts- no real effort. Consumption process begins with a need state (anxiety, mental, anguish) Adv tries to highlight the needs to motivate purchase. Adv tries to connect product benefits with the needs. Functional- oakley ad highlights product"s performance (hard sell) Emotional- oakley ad highlights consumer"s emotional needs (soft sell) To create ads that resonate you have consumers wants to fulfill and how to align your product with those needs (goodness-of-fit) Need recognition leads to extensive info search and alternative evaluation.
