Social Networking Sites Addiction

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Advertising and Marketing Consumer Behaviour
Attitudes • • • Cognitive (Head) Knowledge, Beliefs and disbeliefs about a brand or product Affective (Heart) Positive or negative feelings towards a brand/product Conative Actual buying behaviour

Reference Groups • • • Membership groups- professional, social or lifestyle Aspirant groups- (realistic or otherwise) Dissociative groups- Aversion to group or to associated products/lifestyles

Segmentation • • • • • Geographic- Nation & Region Demographic – Age, Sex, Class Geodemographic- HousingArea Psychographic -Lifestyle Behaviour – Product Usage, Benefits sought, Usage Rate, Loyalty

Family Life-cycle (Demographic segments) • • • • • • • • • Single Newly Married Full nest 1– Children 0-6 Full nest 2 – Children 6+ Full nest 3 – Older with dependent Children Empty nest 1- Older with no children at home Empty nest 2- Older, retired with no children at home Solitary survivor 1 – Working Solitary survivor 2 – Retired

Advertising and Marketing Brands and Products

Meaning of a Product
• • • • Core Product Tangible Product Augmented/Extended Product Potential Product

Classification of Products
By Manufacturers • Durable • Non-durable – FMCG • Services By Purchasers • Convenience goods (routine/impulse purchases) • Shopping goods (selected/assessed) • Speciality goods (extensive decision making)

Advertising and MarketingThe Marketing Mix

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably” - (Chartered Institute of Marketing)

Aims of marketing
• anticipating audience needs • satisfying audience expectations • generating income / profit • maximising benefit to the organisation • managing the effects of change & competition • utilising technological developments • enhancing audience perception of the product • enhancing audience perception of the organisation

The 4 P’s
• product • price • place • promotion Task Choose two contrasting Media Products (such as Magazines) of your choice. Identify the 4 P’s for each. design,style, colour, packaging, presentation discounts, promotional offers distribution, retail, wholesale direct sales, advertising, publicity, public relations

Advertising and Marketing Brands and Products Covert Advertising Techniques Covert advertising techniques are the opposite of overt advertising techniques. Overt advertising is the typical blatant advertising found in magazines and newspapers, on television, on billboards, on leaflets, and in film trailers. Covert advertising is sneakier and it is cheaper. Typical covert advertising techniques are; 1. Product placement within films and on television programmes. If a film or television programme contains many visual references to a certain product then you can be pretty certain that product is buying covert advertising on the show or in the film. Nokia phones were used extensively in “The Matrix” and Federal Express Couriers were used too much in “Castaway”. The advantages of product placement are; You have a captive audience (they have chosen to watch the film or regularly tune in to the television show). It is cheaper than overt advertising or sponsorship If the programme or film is a success your advertising gets a wider audience The product becomes linked to the film or programme and the ideology/lifestyle inherent in that text. This attracts people to buy into the image through the product.

2. Sponsorship of television programmes. In Britain this was only recently introduced in 1995. Now we see ‘Emmerdale Farm’ sponsored by Daz, ‘Coronation Street’ sponsored by Cadbury and ‘Countdown’ sponsored by Lyons Cakes to name a few. American programmes have been sponsored for many years and now we also see ‘Friends’ sponsored by Nescafe and ‘Frasier’ sponsored by Erricson (the sponsorship is different in

the USA). Sponsorship is a covert technique because it is not actually advertising overtly, the...
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