Pt. 2: Strategic Planning

Lecture Topic: Psychology of Advertising
How do ads work? Do they provide relevant information? Do they change
people's minds?

Learn about the techniques advertisers use to design advertisements that will inform and persuade consumers to take some action.

Part 2: Strategic Planning and Research

Builds upon concepts introduced in Part I (I.e, history, ethics, and types of advertising used)

Understand why and how consumers make purchase decisions

Provides you with a foundation on how advertising campaigns are developed, carefully planned, and involve strategic thinking

Shows how advertisers get insights needed to write and create creative visuals and copy (Part III).

Consumer Behavior: 2 Perspectives
(Get this from your textbook)

Influences on ____________________________ of ____________________________
Consumers as ____________________________

The Decision Making-Process

Recognize a need

__________________________

Information search and evaluation

__________________________

Purchase

Postpurchase use and evaluation

Needs

Produce a __________

Seek _____________

Motivated to seek relief by:

examples:
__________________________
__________________________
__________________________

Motivation

What is motivation?

an ______________ state within a person that __________________ to ___________________ behavior.

Consists of

_________, __________, ___________ or _____.

Theories of Motivation

Maslow's Hierarchy of Needs

__________________________

McClelleand's Theory of Learned Needs

__________________________

Maintaining Optimum Stimulation Levels

__________________________

Priming

__________________________

Fundamental Attribution Error

Perception

the process by which ____________________________

Selective perception _____________________________________
Selective exposure _____________________________________
Selective distortion _____________________________________
Selective retention _____________________________________

Cognitive /consistency and dissonance is
_________________________________________

_________________________________________

Notes on video about perception:

_______________________________________

Types of Buyers

Four Modes of Consumer Decision-Making

Planners
Limited Problem Solvers
Habitual Purchasers
Brand Loyal

Consumption decisions are based on:

__________________________

Involvement

__________________________
__________________________
__________________________
__________________________
__________________________

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