ADVERTISING MODELS AND CONSUMER BEHAVIOR

Advertising Models And Consumer Behavior



Advertising Models And Consumer Behavior

Introduction

A consistent theme emerging in advertising models is that both cognitive and behavioral responses under low-involvement situations can be facilitated by source cues that the consumer identifies with. Celebrity endorsement has become one of the communication strategies employed by marketers in an attempt to build a congruent image between the brand and the consumer. The purpose of this report is to provide both a theoretical and practical analysis with regard to Pepsi Max and its celebrity endorsement. The findings of the analysis conducted will then be adapted to form recommendations in order to assist the vice president of marketing in Pepsi Max's advertising and promotional campaign.

This report is divided into two major focuses. First focus should provide theoretical analysis for the use of celebrity in the promotional campaign, which, will include: The characteristics a celebrity must have to be used in a promotional campaign, the advantage and disadvantages of using a celebrity and the reference group factor of significance to the use of celebrity in promotional campaign. Second focus of the report is to recommend a suitable celebrity for Pepsi Max's marketing campaign according to the target audience, competition and the implication for Pepsi Max's positioning.

The four kind of buyer buying demeanour are:

•Routine Response/Programmed Behavior--buying reduced engagement often bought reduced cost items; need very little seek and conclusion effort; bought nearly automatically. Examples encompass supple beverages, snack nourishment, milk etc.

•Limited Decision Making--buying merchandise occasionally. When you need to get data about unfamiliar emblem in a well renowned merchandise class, perhaps. Requires a moderate allowance of time for data gathering. Examples encompass Clothes--know merchandise class but not the brand.

•Extensive Decision Making/Complex high engagement, unfamiliar, costly and/or infrequently acquired products. High degree of economic/performance/psychological risk. Examples encompass vehicles, dwellings, computers, education. Spend alot of time searching data and deciding.

Information from the businesses MM; associates and relations, shop staff etc. Go through all six phases of the buying process.

•Impulse buying, no attentive planning.

The buy of the identical merchandise does not habitually extract the identical Buying Behavior. Product can move from one class to the next.

For example:

Going out for evening serving of food for one individual may be comprehensive conclusion making (for somebody that does not proceed out often at all), but restricted conclusion making for somebody else. The cause for the evening serving of food, if it is an celebration commemoration, or a serving of food with a twosome of associates will furthermore work out the span of the conclusion making.

Essential characteristics of a celebrity

Advertisers must match the product or company's image, the characteristics of the target market, and the personality of the celebrity, in order to establish effective messages and the determinant of the match between celebrity and brand depends on the degree of perceived "fit" between brand (brand name, attributes) and celebrity image (Misra, 1990). Messages conveyed by celebrity image and the product message should be congruent for effective communication (Forkan, 1980; Kamins, ...