Lecture 7 Aug 29
Lecture 7 Aug 29 ADPR 3100-0
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This 2 page Class Notes was uploaded by Meghan Shah on Tuesday September 6, 2016. The Class Notes belongs to ADPR 3100-0 at University of Georgia taught by Nathaniel J. Evans in Fall 2016. Since its upload, it has received 9 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.
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Date Created: 09/06/16
Lecture 8: ConsumerLed Paradigm Aug. 31 Paradigms Compared o Producerled Consumerled Product Commodity Price Cost Promotion Communication Place Convenience o Product to Commodity: Shifting the focus on satisfying consumer needs. Custom solutions to individuals’ “problems”. More than just one product for all customers o Price to Cost: Total cost of ownership Looked at factors besides just price Cost = time, emotion, buyer’s remorse, change, etc. o Promotion to Communication Broader focus than just advertising Any form of “communication” (including personal selling, PR, viral advertising, CRM, etc.) o Place to Convenience: Internet and hybrid modes of purchasing make place less meaningful Easier to research/find/buy the product If it isn’t convenient the consumers will be turned off o Consumer has the central role; consumers influence: Research and strategy (New) product R&D Media choices Advertising choices Business decisions Communication models & execution o Producerled Consumerled Market management Consumer satisfaction Formulaic advertising Hip consumerism (reasonwhy, USP) Accept consumer society Reject consumer society Goal was fitting in; social acceptance Goal of standing out; personal freedom Designs compared o Producerled design Consumerled design Company control Market (i.e. groups of consumers) control Stress on functionality Stress on style Example: Sony Walkman o Introduced in 1979 o Preference research wasn’t sufficient Known options only: people only want what they know exists o Turned to social trends and lifestyle research Find out new options (where there is a want/need unfulfilled because no such product exists to fill that gap) Make into products o Demand for style/meaning Different models/versions were released to be used in “different” situations Ex: Sports Walkman Little practical market need Instead, it expresses a “lifestyle” Sporty, outdoors, healthy, progressive o Stand out from the Herd Hip Consumerism o Advertising in the consumerled paradigm o Buying things makes you free (not trapped) o Helps you stand out (not conform) o Some examples: Cars Computers Ads that make fun of consumers Ads that criticize authority Ads that reject the mainstream Ads that make fun of other ads Ads that make fun of people Ads that declare independence