ADVERTISING &

CONSUMER
BEHAVIOUR
DRISHTI ARORA
MARKETING

Marketing is a broad, comprehensive term that encompasses all activities a company

undertakes to promote the buying, selling, and use of its products or services. Whereas
advertising is a subset of marketing that involves creating and placing messages in various
media to reach a target audience and persuade them to take a specific action.
Its focus involves market research, product development, pricing strategies, distribution
channels, and creating a brand identity.
ADVERTISING AS SUBSET OF MARKETING

• Advertising is one of the specific activities within the broader field of marketing. It is a
promotional tool used to communicate messages and information about a product,
service, or brand to a target audience. Advertising is a way to create awareness, generate
interest, and persuade customers to take a specific action, such as making a purchase.
• It is a vital tool within the larger framework of marketing. It focuses on the
communication and promotional aspects, working in conjunction with other marketing
elements to achieve overall business goals.
 TYPES OF ADVERTISING
• Comparative Advertising:
Compares the advertiser's product or service directly with that of a competitor, highlighting the advantages or superior features.
Coke vs Pepsi or MAC vs PC

• Informative Advertising:
Focuses on providing information about the product or service, educating the audience on its features, benefits, and uses. Pharmaceutical
ads

• Persuasive Advertising:
• Aims to persuade the audience to choose a particular brand or product by using emotional appeals, storytelling, or persuasive language.
Coca-Cola's "Open Happiness"

• Reminder Advertising:
• Reinforces the brand or product in the minds of the audience, often used for products with established market presence. Diwali and
Kurkure/ sweets or Rakhi and celebration pack

• Reinforcement Advertising:
• Similar to reminder advertising, it aims to reinforce the positive associations and experiences related to a product or brand. TAJ tea-
brand consistently airs television commercials portraying a warm and nostalgic family setting
• Emotional Advertising:
• Evokes emotions in the audience to create a strong connection between the brand and the consumer. Often used to build brand
loyalty. Tanishq

• Testimonial Advertising:
• Features endorsements or testimonials from satisfied customers, celebrities, or experts to build trust and credibility. Ayurvedic
skincare brand includes testimonials from Bollywood celebrities

• Humorous Advertising:
• Uses humor to capture the audience's attention and create a positive association with the brand. Fevicol

• Slice-of-Life Advertising:
• Portrays everyday situations to which the target audience can relate, demonstrating how the product or service fits into their
lives. Surf Excel's "Daag Achhe Hain"

• Storytelling Advertising:
• Conveys the brand message through a narrative, often using characters and plotlines to engage and captivate the audience.
• Native Advertising:
• Integrates the promotional content seamlessly into the platform, making it appear less like an ad and more like regular
content. lifestyle blog seamlessly incorporates a sponsored post into its content, discussing the benefits of a particular
skincare brand.

• Interactive Advertising:
• Engages the audience directly, encouraging them to participate in some way, such as through quizzes, polls, or
interactive videos.

• Digital Advertising:
• Utilizes digital channels such as social media, display ads, search engine marketing, and email to reach and engage the
target audience online. Facebook and Instagram ads

• Outdoor Advertising:
• Utilizes billboards, transit ads, and other outdoor mediums to reach a broad audience in public spaces.

• Print Advertising:
• Includes advertisements in newspapers, magazines, brochures, and other printed materials.

• Broadcast Advertising:
• Utilizes television and radio to reach a mass audience through commercials and sponsored content. MRF tyres in World
cup
• Product Placement:
• Integrates the product or brand into movies, TV shows, or other media content in a subtle, non-
disruptive manner.

• Guerrilla Marketing:
• Involves unconventional and low-cost tactics to create a buzz or generate attention, often in
unexpected places. Instead of traditional advertising, they organize a flash mob in a popular
shopping district where participants use various non-motorized forms of transportation, such as
bicycles, electric scooters, and skateboards.
MARKETING MIX

• The marketing mix, often referred to as the 4Ps, is a broader concept that encompasses the overall
strategic approach to marketing. The 4Ps stand for Product, Price, Place, and Promotion:
• Product: Refers to the design, features, quality, and branding of the product or service.
• Price: Involves determining the pricing strategy for the product, considering factors such as cost,
competition, and perceived value.
• Place: Focuses on the distribution channels and locations where the product is made available to
customers.
• Promotion: Encompasses the promotional activities, including advertising, public relations, sales
promotion, and personal selling, aimed at creating awareness and driving sales.
 MARKETING COMMUNICATION PROCESS

The marketing communication process involves the planning, creation, and execution of messages and strategies to promote a product, service, or brand to a
target audience. It is a dynamic and interactive process that aims to build awareness, generate interest, create desire, and prompt action. The process typically
involves several key components:
1. Sender (Source):
• The sender is the entity or organization initiating the communication process. This could be a company, brand, or individual. The sender is responsible for
developing the message and deciding how to convey it to the target audience.
2. Message Development:
• The message is the content or information that the sender wants to communicate to the target audience. This includes the value proposition, features,
benefits, and any other relevant information about the product or service.
3. Encoding:
• Encoding is the process of translating the message into a format that can be effectively communicated through selected channels. This may involve
choosing the right words, visuals, and tone to convey the intended meaning.
4. Communication Channels:
• Communication channels are the means through which the encoded message is transmitted to the target audience. Channels can include traditional media
(TV, radio, print), digital media (websites, social media), personal interactions (sales presentations, customer service), and more.
5. Decoding:
• Decoding is the process by which the target audience interprets and understands the message. It
involves the audience assigning meaning to the received information based on their experiences, values,
and cultural background.
6. Receiver (Audience):
• The receiver is the individual or group for whom the message is intended. Understanding the
characteristics, needs, and preferences of the target audience is crucial in crafting effective messages.
7. Feedback:
• Feedback is the response or reaction from the audience after receiving the message. It provides valuable
information about the effectiveness of the communication and helps in making necessary adjustments.
8. Noise:
• Noise refers to any interference or distractions that may hinder the effective communication of the message.
This could include external factors such as competing messages, environmental distractions, or
communication barriers.
9. Response:
• It includes actions such as making a purchase, seeking more information, or sharing the message with others.

10. Adjustments and Evaluation:

• Based on feedback and response, adjustments to the message or communication strategy may be necessary.
Continuous evaluation helps marketers refine their approach for future campaigns.
KEY CONSIDERATIONS IN THE MARKETING COMMUNICATION
PROCESS:

• Integrated Marketing Communication (IMC): Coordinating and integrating various

communication channels to deliver a consistent and unified message.
• Target Audience Segmentation: Understanding the diversity within the target audience
and tailoring messages to specific segments.
• Brand Consistency: Ensuring that messages align with the brand identity and values
across all communication channels.
• Cultural Sensitivity: Considering cultural differences to avoid misunderstandings and
ensure messages resonate with diverse audiences.
INTEGRATED MARKETING COMMUNICATION

• Kotler emphasizes the importance of Integrated Marketing Communication (IMC), which

involves coordinating and integrating various communication channels to deliver a
consistent and unified message to the target audience.
• He stresses the need for synergy among advertising, public relations, sales promotion,
personal selling, and other communication tools (communication mix). The goal is to
create a seamless and holistic brand image in the minds of consumers.
Customer-Centric Communication:
• Kotler stresses the importance of understanding the needs and preferences of the target audience. Effective
marketing communication, according to Kotler, involves tailoring messages to specific customer segments. By
adopting a customer-centric approach, marketers can create messages that resonate with the unique characteristics
and behaviors of different consumer groups.
Emotional and Rational Appeals:
• Kotler recognizes the dual nature of consumer decision-making, encompassing both emotional and rational factors.
He suggests that marketing communication should appeal to both the emotional and rational aspects of consumers.
Messages that evoke emotions while providing logical and factual information can create a more profound impact.
Cultural Considerations:
• In the context of global marketing, Kotler underscores the significance of cultural sensitivity in communication. He
advises marketers to adapt messages to the cultural norms, values, and preferences of different markets.
Understanding cultural nuances is crucial for avoiding misunderstandings and building positive brand perceptions
worldwide.
Interactive and Digital Communication:
• In more recent years, Kotler has acknowledged the growing role of digital and interactive communication in the
marketing landscape. He recognizes the power of social media, online platforms, and interactive technologies in
engaging consumers and building brand communities.
COMMUNICATION / PROMOTIONAL MIX

• The communication mix is a subset of the marketing mix that specifically focuses on the
various communication tools and channels a company uses to convey its promotional
messages to the target audience. It includes advertising, public relations, sales promotion,
personal selling, direct marketing, and digital marketing. The primary goal of the
communication mix is to effectively communicate with and engage the target audience,
building awareness and promoting the brand or product.
• Advertising:
• This involves creating and placing messages in the media, such as TV, radio, print, online, and outdoor advertising, to reach a
wide audience.

• Public Relations (PR):

• PR activities focus on building and maintaining a positive public image for the company. This may involve media relations, press
releases, events, and other strategies to manage public perception.

• Sales Promotion:
• Sales promotions are short-term incentives or discounts designed to encourage the purchase of a product or service. This can
include discounts, coupons, contests, and other special offers.

• Personal Selling:
• Involves direct interaction between a sales representative and potential buyers. This method allows for personalized
communication, addressing specific needs and concerns.
PERSONAL SELLING

• It is a face-to-face communication technique used by companies to persuade a prospective customer to purchase a

product or service. Unlike advertising or other mass communication methods, personal selling involves direct
interaction between a sales representative and a potential buyer. This method is particularly effective in situations
where a high degree of customization, explanation, or negotiation is required.
• Key features of personal selling include:
• Interpersonal Communication: Personal selling relies on direct interaction and communication between the
salesperson and the customer. This allows for a two-way communication flow where the salesperson can address
specific customer concerns and tailor their message accordingly.
• Relationship Building: Personal selling often involves building and maintaining relationships with customers. A
salesperson may work with a client over an extended period, understanding their needs, providing solutions, and
ensuring customer satisfaction.
• Customization: Salespeople can tailor their presentations to the individual needs and preferences of the
customer. This level of customization is often challenging to achieve through mass communication
methods.
• Feedback: Personal selling allows for immediate feedback. The salesperson can gauge the customer's
reactions, address concerns on the spot, and adapt their approach accordingly.
• Closing the Sale: One of the primary objectives of personal selling is to close the sale. The salesperson
actively works to persuade the customer to make a purchase, overcoming objections and concerns.
• High Cost per Contact: While personal selling can be highly effective, it is often more expensive per
contact compared to mass communication methods. Each sales interaction requires time and resources.
 CONSIDERATIONS FOR AN EFFECTIVE COMMUNICATION MIX

• Target Audience:
• Identify and understand the target audience to tailor the advertising mix to their preferences, behaviors, and communication
habits.

• Budget:
• Allocate resources appropriately to each element of the advertising mix based on the overall budget and the goals of the
campaign.

• Consistency:
• Maintain a consistent message and branding across all elements of the mix to reinforce the overall marketing strategy.

• Integration:
• Ensure that all elements of the advertising mix work together cohesively to create a unified and impactful marketing campaign.

• Measuring Effectiveness:
• Establish key performance indicators (KPIs) and metrics to measure the success of each element and the overall advertising
mix.
• Adaptability:
• Stay flexible and be willing to adapt the advertising mix based on market trends, consumer behavior,
and the success of previous campaigns.

• Legal and Ethical Considerations:

• Adhere to legal and ethical standards in all elements of the advertising mix to maintain the company's
reputation and comply with regulations.

By strategically combining these elements in the advertising mix, companies can create
comprehensive and effective marketing campaigns that reach their target audience and achieve
their business objectives. The specific mix used will depend on factors such as the nature of the
product or service, the target market, and the overall marketing strategy.
 ATTITUDE MEASUREMENT

• Measuring attitudes, especially in the context of advertising and consumer behavior, is a crucial aspect of
understanding how individuals perceive and respond to products, services, or brands. Attitudes are subjective
evaluations or feelings toward an object, person, or situation. Several methods are employed to measure attitudes:
• Surveys and Questionnaires:
• Pros: Efficient for collecting data from a large sample. Standardized questions allow for easy comparison.
• Cons: Responses may be influenced by social desirability bias or the context of the survey.

• Observational Methods:
• Pros: Direct observation of behavior can provide insights into attitudes.
• Cons: Limited in capturing underlying motivations and subjective experiences.

• Interviews:
• Pros: Allows for in-depth exploration of attitudes, providing richer insights.
• Cons: Resource-intensive, and responses may be influenced by interviewer bias.
• Psychophysiological Measures:
• Pros: Measures physiological responses (e.g., heart rate, skin conductance) to gauge emotional
reactions.
• Cons: Complex to interpret, and physiological responses may not always correlate directly with
attitudes.

• Focus Groups:
• Pros: Facilitate group discussions, uncovering shared attitudes and reactions.
• Cons: Group dynamics may lead to conformity, and findings may not be generalizable.
 PROBLEMS IN SCALING AND MEASURING
ATTITUDES:
Scaling and measuring attitudes can be challenging due to various factors. Here are some common problems associated with scaling and measuring
attitudes:
1. Response Bias:
• Problem: Respondents may provide answers that they think are socially acceptable or that align with societal norms rather than their true
attitudes.
• Mitigation: Use techniques to minimize social desirability bias, such as ensuring anonymity, employing indirect questioning, or using implicit
measures.
2. Acquiescence Bias:
• Problem: Respondents may have a tendency to agree with statements without carefully considering them, leading to less reliable data.
• Mitigation: Include reverse-coded items, vary response formats, and use clear and unbiased language.

3. Extreme Response Bias:

• Problem: Respondents may consistently choose extreme responses, either on the positive or negative end, without considering the nuances of
their attitudes.
• Mitigation: Use scales with a balanced number of response options and include neutral or middle-ground response categories.
4. Scale Ambiguity:
• Problem: If the scale instructions or the wording of items are unclear or ambiguous, respondents may have difficulty providing
accurate and consistent responses.
• Mitigation: Ensure clear and precise wording, provide examples, and conduct pre-testing to identify and address any confusion.

5. Cultural Bias:
• Problem: Attitude scales may not be universally applicable across different cultural groups, leading to biased or incomparable
results.
• Mitigation: Customize scales for specific cultural contexts, conduct cross-cultural validation studies, and interpret results with
cultural sensitivity.
6. Order Effects:
• Problem: The order in which items are presented in a scale can influence responses. Respondents may exhibit primacy or
recency effects.
• Mitigation: Randomize the order of scale items to minimize order effects and control for potential biases introduced by the
sequence of questions.
7. Satisficing:
• Problem: Respondents may engage in satisficing, providing the easiest or most convenient response
rather than thoroughly considering their attitudes.
• Mitigation: Design concise and focused scales, avoid overly complex language, and encourage
thoughtful responses through clear instructions.
8. Lack of Differentiation:
• Problem: If the scale options are not sufficiently differentiated, respondents may struggle to express
nuanced attitudes, leading to less informative data.
• Mitigation: Use scales with an appropriate number of response options, ensuring a meaningful
distinction between them.
9. Cognitive Burden:
• Problem: Complex or cognitively demanding scales may lead to respondent fatigue and reduced
accuracy in expressing attitudes.
• Mitigation: Simplify language, break down complex questions, and consider using visual aids to
reduce cognitive burden.
10. Inconsistent Interpretation:
• Problem: Respondents may interpret scale items differently, leading to inconsistent responses and
reduced reliability.
• Mitigation: Use clear and unambiguous language, provide instructions, and conduct pilot tests to
identify and address potential issues with interpretation.