Psychology of Advertising 1
Definition of Advertising - correct answer-Attempts to influence attitudes and behaviour with
special means of communication
- Presents brands and products attractively within target group
- Demonstrates product benefits
- Persuades customer to make a purchase
Purpose of Advertising - correct answer-- consumer perspective: motivate, inform,
strengthen, entertain, socialise
- provider perspective: launch, competitive, gain new customers, gain market share
Definition Marketing - correct answer-= process of identifying customer needs and define
how to meet those needs
- Key elements: product, price, place, promotion
- advertising is component of marketing
Growth in advertising channels (former Times and now) - correct answer-- Advertising former
times: television, telephone, billboard, print, print mail, radio
- Advertising today: television, telephone, billboard, print, print mail, radio, social media,
online
Information aoverload impacts advertising perception (duration) - correct answer-- 2 seconds
for an ad
- 1,6 seconds for a product at a Point of Sale
Point of Sale - correct answer-place where a customer executes the payment for goods or
services and where sales taxes may become payable)
Goals of Advertising - correct answer-Awareness
memory
change of attitude
change of behaviour
influencing factors on consumers behaviour - correct answer-- Cultural: culture, sub-culture,
social class
- Social: family, reference group, role(s), status
- Personal: gender& age, job-income, lifestyle, self-image
- Psychological: emotions, motivations, perception, attitudes
Consumer psychology and advertising psychology - correct answer-they describe,
understand, explain, predict the behaviour of consumers considering all influencing factor
Consumer psychology - correct answer-explores human behaviour in markets based on
emotion and cognition
, Advertsing psychology - correct answer-explores how advertising influences perception and
behaviour of consumer
Buying behaviour types - correct answer-dependent on consumer needs, level of
involvement, previous experiences
- impulsive buying
- habitualized buying
- extensive buying
- limited buying
impulsive buying behaviour - correct answer-the tendency of a customer to buy goods and
services without planning in advance
extensive buying behaviour - correct answer-- customer is highly involved in the buying
process
- thorough research before the purchase due to the high degree of economic or
psychological risk
habitualized buying behaviour - correct answer-- occurs when involvement is low
- differences between brands are small
- Consumers usually do not form a strong attitude toward a brand but select it because it is
familiar
limited buying behaviour - correct answer-- take a small amount of time to ponder over their
purchase
- but they might not go online to look for testimonials and reviews
-consider their memory of their product
- make decisions based on logical inferences.
Segmentation of consumer - correct answer-= GRIPS-Types
- burgain hunter
- price accepter
- risk avoider
- routine buyer
- indifferent buyer
activating process - correct answer-- Associated with inner arousal and tension → specific
behaviours
- Activate to take action
- Emotions, motivations and attitudes
cognitive process - correct answer-- Absorbs, processes and stores information
- Control thoughts and behaviour
- Perception, learning and memory
techniques in advertsiment triggering activation of the organism (SOR) - correct answer--
intense stimuli
- affective stimuli
Definition of Advertising - correct answer-Attempts to influence attitudes and behaviour with
special means of communication
- Presents brands and products attractively within target group
- Demonstrates product benefits
- Persuades customer to make a purchase
Purpose of Advertising - correct answer-- consumer perspective: motivate, inform,
strengthen, entertain, socialise
- provider perspective: launch, competitive, gain new customers, gain market share
Definition Marketing - correct answer-= process of identifying customer needs and define
how to meet those needs
- Key elements: product, price, place, promotion
- advertising is component of marketing
Growth in advertising channels (former Times and now) - correct answer-- Advertising former
times: television, telephone, billboard, print, print mail, radio
- Advertising today: television, telephone, billboard, print, print mail, radio, social media,
online
Information aoverload impacts advertising perception (duration) - correct answer-- 2 seconds
for an ad
- 1,6 seconds for a product at a Point of Sale
Point of Sale - correct answer-place where a customer executes the payment for goods or
services and where sales taxes may become payable)
Goals of Advertising - correct answer-Awareness
memory
change of attitude
change of behaviour
influencing factors on consumers behaviour - correct answer-- Cultural: culture, sub-culture,
social class
- Social: family, reference group, role(s), status
- Personal: gender& age, job-income, lifestyle, self-image
- Psychological: emotions, motivations, perception, attitudes
Consumer psychology and advertising psychology - correct answer-they describe,
understand, explain, predict the behaviour of consumers considering all influencing factor
Consumer psychology - correct answer-explores human behaviour in markets based on
emotion and cognition
, Advertsing psychology - correct answer-explores how advertising influences perception and
behaviour of consumer
Buying behaviour types - correct answer-dependent on consumer needs, level of
involvement, previous experiences
- impulsive buying
- habitualized buying
- extensive buying
- limited buying
impulsive buying behaviour - correct answer-the tendency of a customer to buy goods and
services without planning in advance
extensive buying behaviour - correct answer-- customer is highly involved in the buying
process
- thorough research before the purchase due to the high degree of economic or
psychological risk
habitualized buying behaviour - correct answer-- occurs when involvement is low
- differences between brands are small
- Consumers usually do not form a strong attitude toward a brand but select it because it is
familiar
limited buying behaviour - correct answer-- take a small amount of time to ponder over their
purchase
- but they might not go online to look for testimonials and reviews
-consider their memory of their product
- make decisions based on logical inferences.
Segmentation of consumer - correct answer-= GRIPS-Types
- burgain hunter
- price accepter
- risk avoider
- routine buyer
- indifferent buyer
activating process - correct answer-- Associated with inner arousal and tension → specific
behaviours
- Activate to take action
- Emotions, motivations and attitudes
cognitive process - correct answer-- Absorbs, processes and stores information
- Control thoughts and behaviour
- Perception, learning and memory
techniques in advertsiment triggering activation of the organism (SOR) - correct answer--
intense stimuli
- affective stimuli
