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Lecture Advertising and promotion (2/e) – Chapter 5: Starting with the consumer

Chapter 5 - Starting with the consumer: developing consumer insights. The goals of this chapter are: To understand the role consumer behaviour plays in the development and implementation of IMC programs; to understand the consumer decision-making process and how it varies for different types of purchases; to understand various internal psychological processes, their influence on consumer decision making, and implications for IMC;. | Chapter 5 Starting with the consumer: developing consumer insights Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin To understand the role consumer behaviour plays in the development and implementation of IMC programs. To understand the consumer decision-making process and how it varies for different types of purchases. To understand various internal psychological processes, their influence on consumer decision making, and implications for IMC. To recognise the various approaches to studying the consumer learning process and their implications for IMC. To recognise external factors such as culture, social class, group influences and situational determinants and how they affect consumer behaviour. To understand alternative approaches to studying consumer behaviour Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 120 of the text. Motivation Learning Interpretive/ postmodern Situational determinants Studying Consumer Behaviour Behavioural Cognitive Attitudes Perceptions Consumer decision-making processes Influences on consumer decision processes Integration Consumer decision-making models Reference groups Subculture Culture Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 5 as shown on p. 120 of the text. These mind maps which are used throughout the text and the slide presentations and are designed to provide signposts for the topics to be covered by a presentation or a span of slides within a presentation, allowing learners to see what has been covered and/or what topics remain to be covered. Use of this slide This is an introductory slide. Neuroscience: mapping the mind In their never-ending quest to learn more about consumers, marketers have turned to other disciplines, including science, psychology, anthropology and medicine. Techniques, including PET scans and MRI are shedding new . | Chapter 5 Starting with the consumer: developing consumer insights Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin To understand the role consumer behaviour plays in the development and implementation of IMC programs. To understand the consumer decision-making process and how it varies for different types of purchases. To understand various internal psychological processes, their influence on consumer decision making, and implications for IMC. To recognise the various approaches to studying the consumer learning process and their implications for IMC. To recognise external factors such as culture, social class, group influences and situational determinants and how they affect consumer behaviour. To understand alternative approaches to studying consumer behaviour Learning objectives Relation to text This slide sets out the chapter’s learning objectives on p. 120 of the text. Motivation Learning .