Professional Documents
Culture Documents
INTEGRATED BRAND
PROMOTION
6TH EDITION
Reference book:
Thomas Guinn: Chris Allen:
Richard Semenik
Analyzing the Environment
for Advertising and
Integrated Brand Promotion
Advertising, Integrated Brand Promotion, &
Consumer Behavior
Learning Objectives :
1. To describe the basic stages of consumer
decision making
1.Need Recognition
2.Information search and alternative evaluation
3.Purchase
4.Post purchase use and evaluation
1. Perspective One: The Consumer
as a Decision Maker
The Consumer Decision-Making Process :
1.Need Recognition
Need state
a. ones desired state of affairs differs from
ones actual state of affairs.
b. Accompanied by mental discomfort or
anxiety
1. Perspective One: The Consumer
as a Decision Maker
The Consumer Decision-Making Process :
1.Need Recognition
Functional benefits : Convenience, reliability,
nutrition, durability, and energy efficiency.
Emotional benefits : Products and services feel
pride, avoid guilt, relative fear, and experience
pleasure.
1. Perspective One: The Consumer
as a Decision Maker
3. Purchase
The consumer has made a decision and
sale is made.
4. Postpurchase Use and Evaluation
Customer Satisfaction : It is a favorable
postpurchase experience.
It creates appropriate expectations for a brands
performance, or by helping the consumer who
has already bought the advertised brand to feel
good about doing so.
1. Perspective One: The Consumer
as a Decision Maker
Attitudes Advertising
Cultural Values
2. Perspective Two : The Consumer as
Social Being
This ad promotes
Skechers products
as an integral part of
family rituals and
traditions
2. Perspective Two : The Consumer as
Social Being
These ads
are directed
at Hispanic,
Asian and
African-
American
consumers
2. Perspective Two : The Consumer as
Social Being