整合营销传播课件【汤姆邓肯】5.ppt

Consumer Response Chapter Outline Chapter Perspective Opening Case: Starbucks Opening Case: Starbucks Consumer Behavior Prospects Vs. Current Customers Consumer Vs. Business Buyers All Consumers Are Human This Ad Covers All 4 AIDA Steps Figure 5-3: Think/Feel/Do Response Wheel Even a New Candy Bar Variety Represents Some Risk For Consumers Figure: 5-4: The Elaboration Likelihood Model Figure 5-5: 4-Step Decision Process How Does Brand Decision-Making Work? Insight: A Perceptual Formula Insight: Mental Links Tales From the Real World IMC In Action: Parkinson Coalition IMC In Action: Parkinson Coalition Figure 5-11: The Range of Strength and Direction of Consumer Attitudes How Do Messages Influence Decisions? An Ad That Tries to Get You to Like It How Do Messages Influence Decisions? Final Note: * For use only with Duncan texts. ? 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin For use only with Duncan texts. ? 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Who are these people called consumers ? How do consumers respond? How does brand decision-making work? How do messages affect decisions? We know from Chapter 4 that consumers respond to communication messages, now the focus is on how they respond IMC program featuring: Convenient locations “Baristas” employee ambassador concept Connection to local community/charities Transform customers’ coffee tastes IMC program featuring: Convenient locations “Baristas” employee ambassador concept Connection to local community/charities Transform customers’ coffee tastes Global growth Although a challenge in some regions $4 Billion in sales Challenge: Answer: Results: Consumer behavior: How people think about, buy, and use products as a response to MC messages Prospects: Those who have not bought the brand but who might be interested in it Customers: Those who have purchased the brand at least once within a designated period. Buy for their own personal or household use Typically use more of an emotional appr