Social Networking Sites Addiction
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
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