1. INTRODUCTION TO
ADVERTISING
WEEK 6
CONSUMER AUDIENCE
Last Updated:March 31, 2013 © LMS SEGi education group 1

2. LEARNING OBJECTIVES
• To understand motivations behind
consumers’ thoughts, feelings and
actions.
Last Updated:March 31, 2013 © LMS SEGi education group 2

3. LEARNING OUTCOMES
• Students should be able to identify internal
and external factors that effect consumer
responses. Meanwhile understanding the
concepts of strategic segmenting and
targeting.
Last Updated:March 31, 2013 © LMS SEGi education group 3

4. DOVE real beauty campaign
• DOVE conducted a longitudinal research
on the image of beauty through the eyes
of young girls. Findings were alarming as
only 2 % of girls find themselves beautiful.
Others compared themselves to the image
they see in advertisements.

5. How does consumer behavior work?
• Think about a purchase you made last
week.
• What was the motivation that drove you to
make your purchase?

6. Consumer behavior
• How individuals or group select, purchase,
use or dispose products as well as the
needs and wants that motivate their
behaviors.
• Who are consumers?
• Who are customers?
• What are prospects?

7. Influences on consumer
decision making
Psychological
State of mind
Needs and wants
Satisfaction
Social and cultural Behavioral
Consumer
Culture decision making Quantity usage
influences
Social class Brand relationship
Reference groups Innovation
Market segment
Family
Demographics
Target audience

8. The consumer decision making process
• The information approach to brand decisions.
Low involvement High involvement
Need recognition Need recognition
Info search
Evaluation of
alternatives
Evaluation of
alternatives
Evaluation of
alternatives
Evaluation of
alternatives
Post-purchase
evaluation
Post-purchase
evaluation

9. The paths to brand decisions
Path Goal Example Objective
Think-feel-do Learning, interest Computer game, Provide
CD, DVD, information,
emotions.
Think-do-feel Learning and College, computer Provide info and
understanding arguments.
Feel-think-do Needs A suit Create desire
Feel-do-think Wants Cosmetics, Establish a
fashion psychological
appeal
Do-feel-think Impulse A candy bar, a Create brand
soft drink familiarity
Do-think-feel Habit Cereal, shampoo Remind of
satisfaction

10. Segmenting and targeting
• Segmenting
• Dividing market into groups of people who
have similar characteristics in certain key-
product related areas.
• Targeting
• Identifying a group that might be most
profitable audience and the most likely to
respond to marketing communication.

11. Types of segmentation
Segmentation
Psychographics
Demographics Life stage By benefits sought
Social class Behavioral
Gender/Ethnicity Age/living situation Geodemographics Specific problems/
Lifestyle characteristics
Income/religion/race benefit sought.
personality

12. Targeting the right audience
• Profiling
• Having a person in mind when the target
market is being identified.
• Adding a variable to your target, narrows
down your target market.
• Women + aged 25 – 40 + urban + college
educated + multilingual + techno savvy + married +
with kids + working + observes religion + active in
society + … + …

13. Conclusion
• Consumer behavior describes how a group of
individuals or groups select, purchase, use and
dispose the product.
• Influences of the decision-making process
includes their demographic and psychographic
being and their willingness to try something new.
• Targeting the right consumers and knowing what
they want can ensure market success.

14. Reference
• Moriarty, S., Mitchell, N., Wells, W. (2009).
Advertising: principles and practice.
Pearson.