Consumer Behavior /Response

to communication
What is advertising
sender

It is
encode successful
when what
TV, print, WOM, the sender
Internet ,POS wants to
medium =ATL/BTL
say is
Manage the correctly
Noise ,filters interpreted
by the
decode receiver

receiver
 Persuasion matrix
Dependent variables-steps in being Independent variables –communication components
persuaded

source message channel receiver destination

Message presentation

attention

comprehension

yielding

retention

behavior
 Source
• Direct /indirect
• Credible
– Expertise
– trustworthiness
• Attractiveness
– similarity
– Likeability
– celebrity
• power
 Source-
Celebrity endorsement
• Stage of the product - It depends on what stage of the product life cycle is the brand in.

• Is it a strategic decision over 4, 5 years- brand value must remain consistent with the value
of the celebrity being endorsed in terms of personality, positioning. So even if the celebrity
changes the values remain consistent ..

• Celebrity–brand match: , strong enough so that the endorsements are able to strongly
influence the thought processes of consumers and create a positive perception of the brand ?

• Constant monitoring mechanism : Are we able to monitor the behavior, conduct and public
image of the celebrity continuously to minimize/maximize any potential.

• Brand over endorser: should ensure that this does not happen by formulating advertising
collaterals and other communications

• Celebrity endorsement is just a channel: it is one part of the communication mix that falls
under the broader category of marketing. I have observed that the teams/ sales /CP

• Celebrity ROI: should have a system combining quantitative and qualitative measures to
measure the overall effect of celebrity endorsements.
 Message structure
• Order of presentation
– primacy/recency
• Conclusion drawing-
– explicit /thought provoking
• Message sidedness
– One sided /2 sided/refutation
• Verbal/visual messages
• Appeal
– Comparitive/fear/humour/
 Channel factors
= medium to deliver the message
• Personal
• Non-personal

– ATL –type of medium /program

– BTL
– Noise
– Clutter
DAGMAR-defining advertising goals for measuring
advertising results

• Communication objective which is SMART

– Objectives /measurable
– Clear TG
– Benchmark & results desired
– Specific time frame
– Budgets
• Top down/% of sales/affordability
• Allocation amongst elements of IMC
 Consumer
-5 stage decision making process
Stock out /desire/new need /Dissatisfaction/marketer induced
Problem /New products
recognition

Information Personal experience , family, market info, advertising ,

W search Influencers, peer group , trade ,existing users…

Evoke set , criteria defining need , demographics ,budgets,

Evaluate
O alternatives
Urgency of the need -want /motivation for the need

Decision to buy , decision to buy a particular brand , budget

Purchase ,time taken to actually buy after the decision ;changes with the
M decision Product /budget /urgency

Post purchase Cognitive dissonance-satisfaction /dissatisfaction

evaluation
 Consumer-
internal psychological process
Maslow’s hierarchy ;psychoanalytic theory , MR (In depth int
Projective technique, association tests, FGD
Motivation
Sensation ; selecting information ; interpreting information
It is a filter of the receiver for information from the sender
..e.g. can be selective perception /selective exposure/
Selective comprehension /selective retention
Perception Mnemonics /sublime perception is used to create stimuli
For awareness

attitude Multi attribute model; changes strategies/execution of msg

Consumer combine info /characteristics of a product &

Integration Compare ; heuristics is also used

Behavior approach , cognitive learning

learning
 Consumer-
learning – Behavior Approach

• Theories are based on STIMULI  RESPONSE

orientation
– Classical conditioning-learning is an associative process. It
assumes the individual is a passive participant who simply
receives stimuli . 2 things are important
• Contiguity – unconditioned/conditioned stimuli must be close in time
& space ..proximity /physical presence
• Repetition – frequency of association . More often the
unconditioned/conditioned stimuli occur –there would be an
association
– E.g. Pavlov experiment : Bell is a conditioned stimuli to unconditioned
stimuli :food & unconditional response :saliva

• Advertisers use images/figures/celebration to build as association

which evokes a response from the consumer
 Consumer-
learning – Behavior Approach

• Theories are based on STIMULI  RESPONSE

orientation
– Operant conditioning –here the individual actively operates or
acts on some aspect of the environment for the learning to
occur. The individual’s response is instrumental in getting a
positive reinforcement (reward) or negative reinforcement
(punishment)
• reinforcement is important
– Can be continuous
– Can be partial or intermittent

– All of it might lead to shaping of behavior patterns

 Consumer-
Cognitive Learning theory
goal Purposive insight Goal
behavior achievement

-Perception /formation of belief / attitude development /environment integration all

are important to the decision making process
All the 5 stages of consumer decision making process are relevant
Culture

Sub-culture

EXTERNAL Social class

FACTORS
INFLUENCING Reference groups

CONSUMER Situational-
determinants
BEHAVIOUR
 Consumer –
decision making process
• Problem recognition need/repeat purchase/desire/greed
– maslow’s hierarchy
– Psychoanalalytic theory –Sigmund Freud
– MR probes needs-in depth interview/FGD/association tests/projecting techniques

• Information search
• Alternatives evaluation
• Purchase decision
• Post purchase evaluation –cognitive dissonance
• Recommendation-WOM
 Internal psychological process

• Motivation
• Attitudes/beliefs /baggage
• Culture
– Subculture/social class/reference groups/influencers
• Perception-visual/sensory/psychological
• Attitude formation
• Integration
• Learning
 Models of response process-
traditional
AIDA Hierarchy effects model Innovation adoption model Information Processing
model model

Cognitive attention Awareness awareness Presentation

stage knowledge Attention
comprehension

Affective Interest Liking Interest Yielding

stage Desire Preference evaluation retention
conviction

Behavioral action purchase Trial behavior

stage adoption
 3 orders model of information
processing – Michael Ray
High Low

high (learning model ) (low involvement model)

Cognitive
Cognitive Conative
Affective affective
Conative

low (dissonance /attribution model)

Conative
Affective
Cognitive
 FCB grid-consumer response
-Richard Vaughn of Foote, Cone & Belding advertising
agency
thinking Feeling

High involvement Informative Affective

-IT/cars fashion/j wellery/mobikes
Media- long copy media-large space /image
Creative –info demo creative- exceptional impact

Low involvement Habit formation Self-satisfaction

-household products -cigarettes/liquor/candy
Media-small space ads Media-billboard/POS/newspaper
Creative -reminder Creative -attention
 Creative Communication ?
• Is the product positioned simply , with clarity
• Does it show a a clear benefit
• Does it contain a powerful idea
• Does it talk about the brand personality
• Is it unexpected /memorable
• Is it focused
• Does it reward the viewer with something –
tangible/intangible
• Is it visually exciting /attention grabbing
• Is it well made
 Creative Strategy
-planning involves :
• Challenge
– Brief, TG, SMART objectives
– Research =product/competition/TG habits & behavior/media
• Quanti -quali/ focus groups/ethnographic (observing consumer in the natural environment)
• Evaluate storyboards/concept testing /animate
• Risks
– Ability to do the right thing , not necessarily the obvious

• Personnel
– Client, agencies, consumer

• Process
– Rigor, time , budgets, understanding of the personnel /audience ,media type
• Young’s model :immersion, digestion, incubation, illumination, verification
• Graham Wallas : Preparation, incubation, illumination, verification
 Creative Strategy
-development involves
• Communication of a product is developing
a series of messages (which make up an
IMC ) which is a set of interrelated ideas
and coordinated activities that revolve on
the core central theme during a specified
period

• Developing the unifying theme is the

critical objective of a campaign
 Copy Platform
• 2 critical components of the copy platform are
the development of the major selling ideas and
the creative strategy development
– Basic problem
– IMC objectives
– TG
– Major selling idea
– USP /Positioning
– The brand image desired
– Creative strategy , the inherent drama
– Supporting information required
 Creative -Appeal
• Informational/ Rational
• Emotional
• Rational + Emotional
• Reminder
• Teaser
 Communication -Execution
• Straight /factual
• Scientific/technical
• Demonstration
• Comparison
• Testimonial
• Slice of life
• Animation
• Personality symbol
• Fantasy
• Drama
• Humor
• Combinations
 Creative -Tactics
• Print
– Headlines :direct/indirect/sub heads
– Body copy
– Visual elements
– layout
• TV
– Video
– Audio – voice-over/needle-drop/jingle
– Script
– Production – PPC/production/post production
 Creative approach
- Client Evaluation
• Is the creative approach consistent with the brief , brand
objectives
• Is it consistent with the creative strategy objective ?Does
it say what was intended?
• Is it appropriate for the TG?
• Does it communicate clearly /convincingly?
• Does the creative execution overwhelm the brand /
brand objectives ?celebrity endorsements?
• Is it appropriate for the media environment?
• Is it truthful and tasteful ?

– Can be checked through

• Informal discussion /research /informal feedback /test market