莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_07.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 7Segmenting and Targeting the AudienceCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 2Principle: Be True to Thy Brand—and Thy Consumer Key Objectives Explain how the consumer decision process works.Describe the cultural, psychological, and behavioral influences on consumer responses to marketing communication.Discuss targeting and how it differs from segmenting.List several characteristics that are used to segment markets and target consumers. Chapter Opener: Dove Knows its AudienceDove’s “Campaign for Real Beauty” showcases great advertising that recognized a truth held by consumers and connected on a personal level with those consumers. It touched a nerve and punctured the cultural obsession with stick-thin bodies and Barbie-doll images. Starting the Conversation Starting the Conversation More than 325 million people live in the United States.For every brand, some are more likely to be interested than others.Messages cost money both to send and to receive.How do you find prospects and start the conversation with them? Kit-Kat: Right Place, Right TimeAs shown in this Nestlē example, one must understand the needs and wants of people in order to find the right prospect for a message at the right time. How do Consumers Make Brand Decisions? (1 of 2)The traditional view:Need recognitionInformation search|Evaluation of alternativesChoicePostpurchase evaluation How do Consumers Make Brand Decisions? (2 of 2)Involvement means personal relevance.When purchase decisions entail social or financial risk, they are considered higher involvement.Purchases that involve little to no risk are considered lower involvement. Figure 7.1: Low and High Involvement DecisionsThe decision process for high involvement decisions involves all five stages, but low involvement decisions use just a few. What products have you purchased recently that could be considered low or high involvement? How di