Understanding Consumer Behavior and Advertising in Marketing, Slides of Human Resource Management

Download Understanding Consumer Behavior and Advertising in Marketing and more Slides Human Resource Management in PDF only on Docsity! Noida Institute of Engineering and Technology, Greater Noida Advertising Management Ajay Gangele Assistant Professor 11/22/2022 1 Unit: 03 Consumer Behavior and Marketing Communication Course Details (MBA: III Sem) Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 2 Index/Content S. No. Index 1. Name of Subject with code, Course and Subject Teacher 2. Brief Introduction of Faculty member with Photograph 3. Evaluation Scheme 4. Syllabus 5. Branch wise Application 6. Course Objective(s) 7. Course Outcome(s) 8. Program Outcomes (POs) 9. COs and POs Mapping Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 5 Faculty Profile Ajay Gangele AMBMK013 CB & Advertising Unit:03 Faculty Name: Ajay Gangele Designation: Assistant Professor Department: MBA Email ID: ajay.gangele@niet.co.in Qualification: B.Sc. MBA,UGC NET,PhD(P) Specialisation: Marketing and HR Research Area: Marketing Teaching Area: Marketing and HR Total Experience: 17 Years 11/22/2022 6 Evaluation Scheme Code Subject Periods Evaluation Scheme End Semester Total Credit L T P CT T A PS Total TE PE 1 Core Strategic Management 3 0 0 30 20 0 50 100 0 150 3 2 Core Corporate Governance, Values & Ethics 3 0 0 30 20 0 50 100 0 150 3 3 Elective Specialization Group -1 Elective 1 3 1 0 30 20 0 50 100 0 150 4 4 Elective Specialization Group -1 Elective 2 3 1 0 30 20 0 50 100 0 150 4 5 Elective Specialization Group -1 Elective 3 3 1 0 30 20 0 50 100 0 150 4 6 Elective Specialization Group -2 Elective 1 3 1 0 30 20 0 50 100 0 150 4 7 Elective Specialization Group -2 Elective 2 3 1 0 30 20 0 50 50 0 150 4 8 Project Summer Internship Project Report 0 0 4 50 100 150 2 Total 1200 28 Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 7 Subject Syllabus Ajay Gangele AMBMK013 CB & Advertising Unit:03 Subject Syllabus  Customer relationship manager  Marketing Manager  Advertising Manager  Sales and marketing 11/22/2022 10 Branch Wise Applications Ajay Gangele AMBMK013 CB & Advertising Unit:03 1. To understand consumer behavior and explain the consumer decision making process 2. To define external and internal influences on buying behavior 3. To provide an understanding of integrated marketing communications (IMC) and its influences on other marketing functions and other promotional activities. 4. Help to understand what advertising is and its role in advertising and brand promotion. 5. Understand the importance of message design and the creativity involved in message designing. 11/22/2022 11 Course Objective Ajay Gangele AMBMK013 CB & Advertising Unit:03 CO1. Students will develop an understanding of digital and social media marketing practices. CO2. Students will develop understanding of the social media platforms. CO3. Students will acquire the skill to acquire and engage consumers online. CO4. Students will develop understanding of building organizational competency by way of digital marketing practices and cost considerations. CO5. Students will develop understanding of the latest digital practices for marketing and promotion. 11/22/2022 12 Course Outcome Ajay Gangele AMBMK013 CB & Advertising Unit:03 Program Educational Objectives (PEOs)Two-year Full-Time MBA program is designed to meet the following Program Educational Objectives: PEO 1:Graduates of the Management program will have conceptual knowledge, to adapt to the rapidly changing environment, learn new skills and demonstrate application of management principles in a professional work setting. PEO 2:Graduates will apply appropriate tools for decision making required for solving complex managerial problems in the local or global context. PEO 3:Graduates of the Management program will exhibit integrity, social responsibility, and teamwork. PEO4: Graduates will exhibit ethics, communication skills, leadership qualities and entrepreneurial mindset using creativity and innovation. 11/22/2022 15 Program Educational Objectives Ajay Gangele AMBMK013 CB & Advertising Unit:03 Result Analysis Subject Name & Code Total No. Of Stude nts Pas s % No. of students 40>65 (%) No. of student s 65>75 (%) no. of student s 75>90 (%) No. of student s 90 & Above (%) No. of students having Backlog Average Marks (150) Consumer Behavior and Advertising Management 38 35 10 13 12 0 3 104 Ajay Gangele AMBMK013 CB & Advertising Unit:0311/22/2022 16 End Semester Question Paper Template 11/22/2022 17Ajay Gangele AMBMK013 CB & Advertising Unit:03 • Concept of Consumer and customer • Process of Consumer Buying Behavior • Basic philosophies of marketing • Innovation in marketing 11/22/2022 20 Prerequisite Namrata Singh AMBMK013 CB & Advertising Unit:03 Ajay Gangele AMBMK013 CB & Advertising Unit:03 https://www.youtube.com/watch?v=nIQhHEWpdWs https://www.youtube.com/watch?v=avh2Ppw5wc8 https://www.youtube.com/watch?v=0ay2Qy3wBe8 https://www.youtube.com/watch?v=7-P2_rGFg18 https://www.youtube.com/watch?v=wrtEfxP-8t0 11/22/2022 21 Brief Introduction about the Subject with videos Ajay Gangele AMBMK013 CB & Advertising Unit:03 • Consumer behavior is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. • It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. • The study of consumer behaviour (CB) is very important to the marketers because it enables them to understand and predict buying behaviour of consumers in the marketplace • Introduction to Advertising-Meaning and Framework • Importance of Advertising • Role of Advertising in marketing mix • Adverting agencies • Choosing an advertising agency 11/22/2022 22 Content Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 25 Topic Mapping with Course Outcome Topics Course Outcome Meaning of Advertising CO3 Frame work of Advertising CO3 Importance of Advertising CO3 Ajay Gangele AMBMK013 CB & Advertising Unit:03 • To learn about overview of Advertising management. • To know about importance of Advertising management • To learn the framework of Advertising management. 11/22/2022 26 Objectives of Topic/Session Ajay Gangele AMBMK013 CB & Advertising Unit:03 “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” 11/22/2022 27 Introduction to Advertising Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 30 Nature of Advertising Ajay Gangele AMBMK013 CB & Advertising Unit:03 (i) Advertising disseminates information about a product (ii) Advertising messages are delivered through variety of media (iii) Advertising intends to sell and at the same time create an aspiration towards a certain product (iv) It is a tremendous challenge for advertisers to design a message 11/22/2022 31 Framework of Advertising Ajay Gangele AMBMK013 CB & Advertising Unit:03 • Advertising Appeal: The advertising appeal refers to the basis or approach used in the advertisement to attract the attention or interest of consumer and to influence their feelings towards the product, service or cause. Advertising appeals can be broken down into 3:  Informational appeal  Emotional appeal  Moral appeal 11/22/2022 32 Advertising Appeal Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 35 Advertising-Media Types Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 36 Advertising-Campaigns Ajay Gangele AMBMK013 CB & Advertising Unit:03 ADVERTISING CAMPAIGN: TYPES/BASIS  Geographical spread: Local market campaign Entire region campaign National campaign  Pioneering campaigns: introduce new products  Competitive campaigns 11/22/2022 37 Advertising-Campaigns Ajay Gangele AMBMK013 CB & Advertising Unit:03 Classification in terms of media: Direct mail campaign Newspaper campaign TV campaign etc On the basis of campaign’s purpose: Direct action campaign: where a customer is expected to buy a product Indirect action campaign Product promoting campaigns Corporate image promoting campaigns 1. Define needs, wants and desire. 2. Differentiate Goods and services 3. Explain various types of products. 4. Describe various applications of consumer behaviour. 40 Daily Quiz 11/22/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 https://www.youtube.com/watch?v=SNVZmI99pTM https://www.youtube.com/watch?v=K3vZXphIXWM 11/22/2022 41 Faculty Video Links, YouTube & NPTEL Video Links and Online Courses Details Ajay Gangele AMBMK013 CB & Advertising Unit:03 Noida Institute of Engineering and Technology, Greater Noida Role of Advertising (Unit –3) Topic 2 11/22/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 42 11/22/2022 45 Topic Objective Topic No. Topic Objective 1 To study the role of Advertising in Marketing Mix 2 To study the role of Advertising in Brand Positioning. Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 46 Topic Mapping S.N o. Topic Course Outcome 1 Role of Advertising in Marketing Mix C03 2 Role of Advertising in Brand Positioning. C03 Ajay Gangele AMBMK013 CB & Advertising Unit:03 1. Personal selling: Support System 2. Product Planning 3. Brand Policy: Guarantee, Assurance and Accountability 4. Price-Premium Pricing 5. Packaging 6. Distribution: Reduce cost due to pull effect 7. Promotion 11/22/2022 47 Role of Advertising in Marketing Mix Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 50 Consumer Vs. Customers Ajay Gangele AMBMK013 CB & Advertising Unit:03 • It provides knowledge about product specification, • It is an important marketing tool. • It informs about the price of a product. • It gives information about the alternatives available to the purchaser. • It gives information about the new offers and the discounts available to the purchaser. • It helps in achieving the sales objectives and the communication • It can reach a great number of audience in short time. • It is an instrument of persuasion. • It has an informative role. Role of Advertisi g in Brand Positioning 1. Role of Advertising in Marketing Mix 2. Role of Advertising in Brand Positioning. 11/22/2022 51 Recap Ajay Gangele AMBMK013 CB & Advertising Unit:03 • ___________is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. • Information search can be explained in terms of ______ • Any individual who purchases goods and services from the market for his/her end-use is called a.................. • -------------- refers to how an individual perceives a particular message • _______________ is one of the most basic influences on an individual’s needs, wants, and behavior. • Two of the most important psychological factors that impact consumer decision-making process are product _____________ and product involvement. • Changes in consumer values have been recognized by many business firms that have expanded their emphasis on ____________ products. • Many sub cultural barriers are decreasing because of mass communication, mass transit, and ________________. 11/22/2022 52 Daily Quiz Ajay Gangele AMBMK013 CB & Advertising Unit:03 1. Role of Advertising in Marketing Mix 2. Role of Advertising in Brand Positioning. 11/22/2022 55 Recap Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 56 Topic Objective Topic No. Topic Objective 1 To learn the Meaning of Advertising Agencies 2 To study the Role of Advertising agencies 3 To know the Types of Advertising Agencies Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 57 Topic Mapping S.No. Topic Course Outcome 1 To learn the Meaning of Advertising Agencies CO3 2 To study the Role of Advertising agencies CO3 3 To know the Types of Advertising Agencies CO3 Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 60 Advertising Agencies Ajay Gangele AMBMK013 CB & Advertising Unit:03 Why Ad Agencies • The agencies are expert in this field. • They have a team of different people for different functions like copywriters, art directors, planners, etc. • The agencies make optimum use of these people, their experience and their knowledge. • They work with an objective and are very professionals. • Hiring them leads in saving the costs up to some extent. 11/22/2022 61 Advertising Agencies Ajay Gangele AMBMK013 CB & Advertising Unit:03 Role of Ad Agencies • Creating an advertise on the basis of information gathered about product • Doing research on the company, product and target consumers. • Creating an appealing and innovative advertisement. • Planning regarding type of media to be used, when & where to be used, and for how much time. • Taking the feedbacks from the clients as well as the target consumers and then deciding the further line of action • handle billing and payments • integrate other marketing communications 11/22/2022 62 Advertising Agencies Ajay Gangele AMBMK013 CB & Advertising Unit:03 Types: 1. Full service Agencies 1. Large size agencies. 2. Deals with all stages of advertisement. 3. Different expert people for different departments. 4. Starts work from gathering data and analyzing and ends on payment of bills to the media people. Q1. For making advertisement s more effective, the manufacturers improve _____________and launch new products. (1) Existing products (2) Advertisement style (3) Marketing channel (4) Sponsors (5) None of these Q2. It is advisable to use ____________________ as a source of advertising. (1) Social media (2) Email (3) Radio (4) Television (5) Print Q3. Selecting time, choosing media types, deciding on reach of frequency and media vehicle for advertisements are part of (1) Media strategy (2) Media execution (3) Selecting media (4) Measuring communication (5) None of the above 11/22/2022 65 Daily Quiz Ajay Gangele AMBMK013 CB & Advertising Unit:03 Q4. To introduce the new products to world of consumers is the main goal of (1) Entertainment (2) Advertising (3) Boost the sales (4) Online marketing (5) None of these Q5. Advertisement through radio was very popular till the middle of last century because of _______________. (1) Its effectiveness (2) More popular than newspaper (3) Mass reach (4) Cost of advertisement (5) None of these Q6. Advertising creates employment as it increases the volume of sales and ___________________________ (1) Production (2) Marketing (3) Promotion (4) Personal selling (5) New products 11/22/2022 66 Daily Quiz Ajay Gangele AMBMK013 CB & Advertising Unit:03 1. Meaning of Advertising Agencies 2. Role of Advertising agencies 3. Types of Advertising Agencies 11/22/2022 67 Recap Ajay Gangele AMBMK013 CB & Advertising Unit:03 (vi) A(n) ________ is a descriptive thought that a person holds about something. a. Attitude b. belief c. desire d. feeling (vii) Brands that meet consumers’ initial buying criteria are called the ________. a. total set b. awareness set c. consideration set d. choice set (viii) The buying process starts when the buyer recognizes a _________. a. product b. an advertisement for the product c. salesperson from a previous visit d. problem or need (ix) A ________ is a strong internal stimulus impelling action. a. cue b. drive c. reinforcement d. discrimination (x) Repeated exposures to information provide greater opportunity for processing and thus the potential for b. more profits b. more sales c. stronger associations d. increased brand personality 11/22/2022 70 MCQs Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 71 Glossary Ajay Gangele AMBMK013 CB & Advertising Unit:03  The buying process starts when the buyer recognizes a _____  If performance meets consumer expectations, the consumer is _________  CDM stands for ________  First stage in the basic model of Consumer Decision Making is ______ Money or Status Happy Consumer Development matrix Evaluation . 11/22/2022 72 Sessional Question Papers Ajay Gangele AMBMK013 CB & Advertising Unit:03 . 11/22/2022 75 Old Question Papers Ajay Gangele AMBMK013 CB & Advertising Unit:03 l . 11/22/2022 76 Old Question Papers Ajay Gangele AMBMK013 CB & Advertising Unit:03 Old Question Papers . 11/22/2022 77 Old Question Papers Ajay Gangele AMBMK013 CB & Advertising Unit:03 Old Question Papers 1. Outline the causes of customer dissatisfaction after buying a product. 2. Explain the attribution theory with suitable examples. 3. Describe the consumer buying process with suitable examples. 11/22/2022 80 Expected Questions for University Exam Ajay Gangele AMBMK013 CB & Advertising Unit:03 • Introduction to Advertising-Meaning and Framework • Importance of Advertising • Role of Advertising in marketing mix • Adverting agencies • Choosing an advertising agency 11/22/2022 81 Recap Ajay Gangele AMBMK013 CB & Advertising Unit:03 11/22/2022 82 References 1. https://www1.udel.edu/alex/chapt6.html 2. https://study.com/academy/lesson/what-is-consumer-buying-behavior-defini tion-types-quiz.html 3. http://www.yourarticlelibrary.com/consumer-behaviour/consumer-buying-b ehaviour-meaning-process-and-types/87244 Ajay Gangele AMBMK013 CB & Advertising Unit:03