CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)

<< PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior

CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity >>

Advertising and Promotion (MKT621)

Lesson 17

CONSUMER BEHAVIOUR

OVERVIEW

This lecture will explain various moods and mindsets of the consumer defined as consumer

behavior. Subsequently the appeals as made through advertising will be discussed with special

reference to its types. Besides this execution of advertising plans will be explained including

Media mix decisions and its implications. We will also cover advertisement scheduling,

"Reach" and tools used in deciding "Reach" and methods to work out program rating for this

purpose.

PRINCIPLES APPLYING TO CONSUMER BEHAVIOUR

Eight principles apply to consumer behavior

Unpleasant appeals can be learned as readily as pleasant ones.

Appeals made over a period of time are more effective.

Unique messages are better remembered.

It is easier to recognize an appeal than to recall it.

Knowledge of results increases learning of a message.

Repetition is more effective when related to satisfaction.

Messages are easier to learn when they do not interfere with earlier habits.

Learning a new pattern of behavior can interfere with remembering something else.

ADVERTISING APEALS

Three Types of Appeals

1. Informational / Rational / Logical.

2. Emotional appeal.

3. Moral appeals.

Informational / Rational / Logical Appeals

· Focuses on consumer's practical, functional or utilization need for a product or service.

· Emphasizes features of a product & service.

· Informs about benefits or reasons for owning or using a particular brand.

Emotional Appeals

-- Relates to consumer's psychological and / or social needs for purchasing a product or

service.

-- Many purchase motives of consumers relate to emotions & feelings about a brand..

Two types:

· Positive emotional appeals.

· Negative emotional appeals.

Moral Appeals

Moral appeals attempt to draw audience to "What is right"

Generally used to urge people to support or show concern to social causes such as polio

eradication, environment protection, population control, donations etc.

ADVERTISING EXECUTION

Always keep in mind two big questions What you say? &

How you say?

· Straight sell or factual message.

· Animation.

Advertising and Promotion (MKT621)

· Scientific / technical evidence.

· Personality symbol.

· Demonstration.

· Fantasy.

· Testimony.

· Dramatization.

· Humor.

· Combinations.

MEDIA MIX DECISIONS

Following factors essential to keep in mind:

Target Audience.

Type of product category.

Message Appeal.

Execution Style.

Budget.

Few Terms to understand Media strategy

In the professional world of advertising it will be very handy and useful if you understand

following terms as and when used:

CLUTTER. No. of ads in a medium.

FLEETING MESSAGE. commercials

ZAPPING. Changing channels to avoid commercials.

ZIPPING. Fast forward thru commercials while watching programs on videos etc..

SCHEDULING STRATEGY. 3 types

1. PULSING. --- Peaks & valleys.

2. CONTINUITY. Spreads continuous publicity.

3. FLIGHTING. Alternates between intense & no advertising.

Effective Media Choice Decision

Following factors influence decision:

· Product characteristics.

· Media objectives.

· Media budget.

· Preference of media planner.

Media Planner's Objective

· Reach most of the target market.

· Define coverage in terms of:

1. Geographical Area.

2. Percentage of Target audience.

Issues to Be Decided

Reach, Frequency, Scheduling, Media choice.

How Scheduling Decision Is Made

Calendar of advertising plan Assumptions:

How will target audience respond to the presence or absence of the advertising messages?

Advertising and Promotion (MKT621)

Three Approaches of Scheduling

CONTINUITY - FLIGHTING - PULSING

For Brand ~ buying cycles ~ budget ~ Advertising decay ~ competitive spending

How to Decide About "Reach"

Reach requires:

· Achieving awareness needs "Reach."

· Exposing potential buyers to message Needs "Reach."

· Trial stage of adoption hierarchy needs "Reach."

Tools Used in Deciding Reach

Program Rating

It is number as percentage. Measure of potential reach of TV or Radio....

Easy formula

Program rating = No. of households viewing program

No. of households owning TV sets.

e.g.

In Lahore 1 mil. Households own TV sets & a program "Raat Gaye" is watched by 3 lakh

households then program rating is:

3,00,000 X 100

= 30 %

10,00,000

Gross Rating Point (GRP )

To know how many potential audiences may be exposed to series of commercials -- The sum of

total exposure potential expressed as a % of the audience population is called Gross Rating

Point - (GRP).

GRP = reach X frequency

Total Exposures

GRP

Frequency = ---------------------

= -------------

Reach

Target Rating Point (TRP)

Refers to number of people in the primary target audience that will be reached & reached

number of times. Unlike GRP it refers to the number of times (frequency) and the number of

individuals- media will reach the primary target audience.

ONE TRP is = 1 % of total TV audience

SO - if TV program has 50 TRP's i.e. 50% watched the program in that week.

Table of Contents: