Name_________________________________________________________________
Advertising & Sales Promotion
Chapter 2 “The Consumer” KEY
DEFINE THE FOLLOWING TERMS:
Section 1:
The Consumer Is in Charge- Our economy & businesses are demand driven
Consumer Behavior- How consumers make buying decisions, choose among
alternatives, and use products
2 TYPES OF PRODUCTS/SERVICES
Need- anything you require for survival
Want- something that you desire
Identifying consumer wants and needs:
MASLOW’S HIERARCHY OF NEEDS(draw, label, and define the 5 levels)
5.
Self- Actualization (Self Fulfillment)
REACHING YOUR COMPLETE POTENTIAL IN LIFE
4.
Ego or Status Needs
SELF ESTEEM NEEDS- ACCOMPLISHMENT
Psychological
Needs
3.
Love or Social Needs
TO FEEL CONNECTED TO OTHERS
2.
Safety or Security Needs
SHELTER, PHYSICAL SAFETY
Physiological Needs
1.
Physiological Needs (physical needs)
FOOD, WATER, CLOTHING
What is Scarcity? Unlimited wants & needs, limited resources
3 Types of Consumer Decision Making?
Routine- low cost products, inexpensive needs Ex: Grocery store purchases
Limited- moderate time, expense
Extensive- Takes time, expensive, rare purchase EX: Car, House
Section 2:
Describe the FollowingNew Purchase- First time purchase
Modified Purchase- when a consumer makes a new decision about a product
Repeat Purchase- Same purchase over & over
How are shopping products different from convenience products?
Length of time, energy, and expense
DISCUSSION QUESTIONS- YOUR OPINION
How do buying motives (purpose) affect consumer purchases?
Why are advertisements and promotions important marketing tools?
What personal characteristics might influence a consumer’s buying decision?
DISCUSSION QUESTIONS
THE ALLEN AMERICANS HOCKEY TEAM IS HOSTING A GAME BETWEEN THE ALLEN FIRE
DEPARTMENT AND POLICE DEPARTMENT IN MARCH. THEY HAVE ASKED MY “ADVERTISING
CLASS” TO COME UP WITH SOME IDEAS SINCE THIS EVENT IS TO RAISE MONEY FOR THE
COMMUNITY OF ALLEN.
1) WE WILL HAVE A 30 SECOND AD ON KGLE TO ADVERTISE THE POLICE VS FIRE GAME IN
MARCH- WHAT SUGGESTIONS DO YOU HAVE FOR THIS COMMERCIAL? ALSO, HOW CAN
WE ADVERTISE THE EAGLE EDGE (SCHOOL STORE) ALONG WITH THIS GAME?
2) IN BETWEEN PERIODS OF THE POLICE VS FIRE, THE AHS STUDENTS ARE GOING TO PLAN
THE 70 SECOND COMMERCIAL THAT RUNS THAT PROMOTES THE ALLEN AMERICANS,
POLICE AND FIRE OFFICERS, AHS STUDENTS, AND THE EAGLE EDGE STORE. WHAT IDEAS
DO YOU HAVE FOR THIS COMMERICIAL?
ONLINE RESEARCH
IN BETWEEN ONE OF THE PERIODS OF THE POLICE VS FIRE, THE AHS STUDENTS ARE
GOING TO PLAN THE 5 MINUTE PROMOTIONAL ACTIVITY. WHAT SUGGESTIONS DO YOU
HAVE FOR THIS ACTIVITY>
RESEARCH ONLINE WHAT OTHER HOCKEY TEAMS DO THAT WOULD BE EXCITING FOR US
TO DO. WE CAN HAVE AHS INVOLVED IN THE ACTIVITIES BUT COME UP WITH 2 IDEAS BY
RESEARCHING THIS ONLINE
IDEA #1
IDEA #2