SUMALATHA N
6th Sem (Marketing Specilization)- AMM
Module 2
CONSUMER IN
ADVERTISING
Introduction
Consumers are the focal point of advertising, serving as the ultimate target audience. The Primary
purpose of advertising is to capture the people’s interest in buyinga product being sold. Advertising
aims to strategically communicate and promote products to capture the target auidence’s interest,
ultimately leading to the desired action of purchasing the advertised product.
Effective advertising involves a combination of creativity, targeting and a clear call to action to
influence consumer behaviour
Framework of Advertising
Advertising Input
Message content, Media Plan,
Repetition
Filters
Motivation, Ability, Involvement
Consumer
Cognition Affect Experience
Consumer Behaviour
Choice Consumption Loyalty Preference
PERCEPTION
Perception in advertising involves how individuals mentally interpret and make sense of the
information presented in advertisements. This process influences their attitudes, preferences and
behaviors towards the promoted brand or product. It includes the cognitive processes of selecting,
organizing and interpreting sensory stimuli to create a meaningful understandingof the advertising
message.
Components of Advertising
1. Exposure
2. Selection and attention
3. Interest and Relevance
4. Awareness
5. Recognition
Creativity
Clarity of message
Information Quality
Cognition:
Message the
Consistency
It refers to the mental processes of acquiring and understanding information. In advertising, it involves how individuals perceive, comprehend and interpret
message conveyed by the ad.
Message Key
Repetition
Drivers of Cognition:
Message format
Cultural Relevance
Personalization
Surprise or Novelty
Interactive Elements
Motivation
Influence
Persuasion: It is the act of influencing attitudes, beliefs or behaviours. Advertising involves
Involvement
convincing consumers that a particular product or service is worth considering or [Link]
Conviction
use persuasive techniques such as appealing to logic, emotions or social influence to encourage consumers to
take desired action, such as making a purchase.
Credibility
Preference and Intension
Drivers of Persuation
Loyalty
Trial
Buying
Behaviour: In the context of advertising, behaviour refers to the actions consumers take in response
Contacting
to the advertisement. This could include purchasing, visiting a website or sharing the ad with others.
Drivers of Behaviour
Advocating
Referral
Prevention/ Avoidance
ABC Model Of Customer Attitude
Affect Cognition
Behaviour
Consumer Choice Behaviour
Functional Emotional Epistemic Conditional
Social value
value value value value
Mission
5 Ms of Advertising
Measure Money
Media Message
THINK - FEEL - DO Model
FCB Matrix (FCB Grid)
Emphasize the Appeal to the
Start with a strong Use clear and
product’s Unique Reader’s Self-
headline simple language
Selling Proposition Interest
Caples’ Principles of Advertising
Provide proof and Create a sense of Make the ad easy Test and measure
specifics urgency to read effectiveness
Target specific Focus on Direct
segments response
Use of Research in Advertising Planning
1. Audience Understanding
2. Market Analysis
3. Media consumption Patterns
4. Media channel selection
5. Reach and frequency analysis
6. Cost-Benefit Analysis
7. Media mis optimization
8. Seasonality and timing
9. Competative Analysis
10. Effectiveness measurement
11. Integrated Marketing Communication Research
12. Advertising Research
13. Strategic research
Model of Cognitive response
