Advertising Principles
and Practices
The Consumer
Audience
Questions We’ll Answer
5-2

Why is consumer behavior important to
advertisers?

What influences affect consumer
behavior?

What models explain consumer behavior
and psychology?
First--SWOT
Strengths
 Weaknesses
 Opportunities
 Threats

3
Workshop

4
Let’s do a SWOT analysis for Facebook.
Insight Mining
5-5
Remember us?
4-6
Consumer Audience—FBTs

What kinds of people? Age, Sex, Income, Status?

Post Sept. 11. What are their emotional attitudes
towards Business Travel?

How can we know for sure?

What can a large airline do about it?
5-7
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Influences on
Consumer
Decisions
5-5
Dove Redefines Beauty
• What critical consumer insights drove the marketing
campaign?
\
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Same Company
5-11
Homework
 Read
article
 Do you agree with the author? Why or
why not?
5-12
Cultural Influences

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Norms and Values

Subcultures

Corporate Culture
Core Values:
1.
2.
3.
4.
5.
6.
Sense of belonging
Excitement
Fun and enjoyment
Warm relationships
Self-fulfillment
Respect from
others
7. A sense of
accomplishment
8. Security
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Social Influences

Social Class

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Determined by income, wealth,
education, occupation, family
prestige, value of home, and
neighborhood
Social Influences: Demographics
Demographics are the statistical, social, and
economic characteristics of a population,
including:
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Age
Gender
Family Status
Race and Ethnicity
Education
Occupation
Income
Geography
Sexual Orientation
Social Influences

Demographics

5-18
U.S. Census Bureau collects
demographic data every 10 years
Psychological Influences

Perception and State of Mind


5-20
Your past experiences with a brand, what others say, and
mental states affect behavior
Needs and Wants
Who am I?
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Psychological Influences:
Maslow’s Hierarchy of Needs
5-13
The VALs System
The VALs System categorizes
consumers according to psychological
traits that correlate to purchase
behavior.
•
Thinkers and Believers—
motivated by ideals; abstract
criteria such as tradition, quality,
and integrity.
•
Achievers and Strivers—
motivated by achievement,
seeking approval from a values
social group.
•
Experiencers and Makers—
motivated by self-expression and
the need to stand out from the
crowd or make an impact on the
physical world.
5-17
Psychological Influences

Motivations
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Attitudes

5-24
Motive: an internal force that
stimulates a certain behavior
Based on deeply held values, and
resistant to change
Psychological Influences

Psychographics
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Activities: work, hobbies, social
events, vacation,
entertainment, shopping
Opinions: self, social, future,
political, business, culture,
economics, education,
Interests: family, home, job,
food, media, achievements,
recreation
Principle:
Often, differences in consumer behavior lie in
psychographics—consumers’ interests and lifestyles —
rather than in demographics.
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Some great insights
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Usage Behavior
Principle:
In many product categories, 20 percent
of the users buy 80 percent of the products.
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Behavioral Influences:
Diffusion of Innovation Curve
5-19
Regina Lewis

VP Consumer and brand insights
5-31