Consumer Behavior and Advertising Management

Cover......Page 1
Preface......Page 6
Acknowledgement......Page 8
Contents......Page 10
Part I Consumer Behaviour......Page 18
 Chapter 1 Consumer Behaviour......Page 20
  1.1 Introduction to Consumer Behaviour-Definition......Page 21
  1.2 Reasons for Studying Consumer Behaviour......Page 22
  1.3 Applying Consumer Behaviour Knowledge......Page 23
  1.4 Marketing Strategy and Consumer Behavior......Page 25
  1.5 Market Analysis......Page 26
  Questions......Page 29
  1.6 Consumer Behaviour and Market Segment......Page 30
  1.7 Bases for Segmentation......Page 31
 Chapter 2 Psychographic or Lifestyle Segmentation......Page 34
  2.1 Introduction......Page 35
  Questions......Page 40
 Chapter 3 Environmental Influences......Page 42
  3.1 Introduction......Page 43
  3.2 Individual Determinants......Page 44
  3.3 External Environmental Factors Affecting Consumer Behaviour......Page 46
  Questions......Page 48
 Chapter 4 Concept of Culture and Subculture......Page 50
  4.1 Introduntion......Page 51
  Questions......Page 57
 Chapter 5 Cultural Variations in Non-Verbal Communications......Page 58
  5.1 Introduction......Page 59
  Questions......Page 64
 Chapter 6 Social Class......Page 66
  6.1 What is a Social Class......Page 67
  Questions......Page 72
 Chapter 7 Social Group......Page 74
  7.1 Introduction......Page 75
   7.2 Reference Groups and the Influence Exerted by Them......Page 77
    7.3 Reference Group, Social Influence and Social Power......Page 78
     7.4 Reference Group Applications in Marketing......Page 80
      Questions......Page 83
  8.1 Introduction......Page 85
   8.2 Family Buying Influences......Page 87
    8.3 The Family Life Cycle Stages......Page 89
     8.4 Personal Influences......Page 91
      Questions......Page 93
 Chapter 9 Diffusion of Innovation......Page 94
   9.2 Innovation......Page 95
    9.3 Diffusion Process......Page 97
    Questions......Page 102
 Chapter 10 Individual Determinants......Page 104
  10.1 Perception......Page 105
   10.2 Misinterpretation of Marketing Messages......Page 108
 Chapter 11 Personality and Self Concept......Page 110
  11.1 Personality......Page 111
   11.2 Types of Behaviour......Page 114
    11.3 Emotions and Marketing Strategy......Page 115
    11.4 Self-concept......Page 116
     Questions......Page 118
 Chapter 12 Motivation and Involvement......Page 120
  12.2 Maslow\'s Theory of Motivation......Page 121
   12.3 Marketing Strategies Based on Motivation......Page 124
    12.4 Involvement......Page 125
     Questions......Page 127
 Chapter 13 Information Processing Learning and Memory......Page 128
  13.1 Introduction......Page 129
   13.2 Learning Memory and Product Positioning......Page 131
    13.3 Memory......Page 133
   Questions......Page 135
 Chapter 14 Attitude Development and Alternate Evaluation in Buying......Page 136
  14.1 Introduction......Page 137
   14.2 Heuristics (The choice-making rules)......Page 139
    14.3 Multi-Attribute Choice Models......Page 141
     Questions......Page 145
 Chapter 15 Decision-Making Process......Page 146
  15.1 Problem Recognition and Purchase Behaviour......Page 148
   Questions......Page 154
 Chapter 16 Search and Evaluation......Page 156
  Questions......Page 164
  16.1 Introduction......Page 157
 Chapter 17 Purchasing Process and Outlet Selection......Page 166
  17.1 Introduction......Page 167
  Questions......Page 174
 Chapter 18 Purchase Behaviour (Situational Factors)......Page 176
  18.1 Introduction......Page 177
   Questions......Page 182
 Chapter 19 Post-Purchase Behaviour......Page 184
  19.1 Introduction......Page 185
   Questions......Page 188
 Chapter 20 Models of Consumer Behaviour......Page 190
  20.1 Introduction......Page 191
   Questions......Page 204
 Chapter 21 Consumerism (Public Policy and Consumer Protection)......Page 206
  21.1 Introduction......Page 208
  Questions......Page 213
 Chapter 22 Organisational Buying Behaviour......Page 214
  22.1 Introduction......Page 215
  22.2 Characteristics of ORG Buying (O.B.B.)......Page 216
   22.3 Organisational Customers......Page 218
    22.4 Factors Influencing Organisational Buying......Page 219
     22.5 Factors that Affect Risk......Page 220
      22.6 Organisational Buying Situations......Page 221
       Questions......Page 223
 Chapter 23 Customer Delight......Page 224
  23.1 Introduction......Page 225
   23.2 Need for Delight......Page 226
    23.3 Expectation and Delight......Page 227
     23.4 Generating Delight......Page 228
     Questions......Page 229
 Chapter 24 E-Consumer Behaviour......Page 230
   24.2 E- Business......Page 231
     24.4 Application to Customer Behaviour......Page 233
      Questions......Page 235
 Chapter 25 Consumer Research......Page 236
  25.1 Introduction......Page 237
    25.3 Secondary Data......Page 238
      25.5 Purchase Behaviour......Page 240
       25.6 Semantic Differential Scale......Page 242
        25.7 Observation, Experimentation,Survey and Interviews......Page 244
         25.8 Data Analysis......Page 246
         Questions......Page 247
 Chapter 26 Changing Consumer Behaviour......Page 248
  26.1 In the Indian Context......Page 249
   Questions......Page 251
 Chapter 27 Case Studies......Page 252
  27.2 Case II: Organisational Buying Behaviour......Page 253
   Questions......Page 254
   Questions......Page 255
   Questions......Page 256
  27.7 Case VII: Buyer\'s Behaviour......Page 257
  27.8 Case VIII: Promoting Beauty Products (Marketing Stratetgy)......Page 258
  27.9 Case IX: Organisation Buying......Page 259
   Questions......Page 260
Part II Advertising Management......Page 262
 Chapter 1 Advertising Management Overview......Page 264
  1.2 Nature of Advertising......Page 265
  1.3 Scope of Advertising......Page 266
  1.4 Types of Advertising......Page 269
  Questions......Page 274
 Chapter 2 Advertising and Other Promotional Tools......Page 276
  2.1 Meaning......Page 277
  2.2 Publicity......Page 280
  Questions......Page 281
 Chapter 3 Role of Advertising in Promotion Mix......Page 282
  Questions......Page 284
 Chapter 4 Process of Advertising......Page 286
  4.1 Introduction......Page 287
  4.2 The Customer and Competition......Page 293
  4.3 Competitive Analysis......Page 295
  Questions......Page 296
 Chapter 5 Strategies for Advertising......Page 298
  5.2 Strategies for Advertising......Page 301
  5.1 Introduction......Page 299
  5.3 Advertising Planning......Page 302
 Chapter 6 Advertising Campaign Planning......Page 304
  Questions......Page 307
 Chapter 7 Message Creation and Copywriting......Page 308
  Questions......Page 319
 Chapter 8 Role of Creativity in Copywriting......Page 320
  Questions......Page 326
 Chapter 9 Advertising Objectives (Mission)......Page 328
  Questions......Page 332
 Chapter 10 Media Planning......Page 334
  Questions......Page 342
 Chapter 11 Testing for Advertising Effectiveness......Page 344
  11.3 Media Strategies......Page 345
  11.4 Budget......Page 346
  11.5 Physiological Tests......Page 347
  Questions......Page 351
 Chapter 12 Preparation and Choice of Methods of Advertising Budget......Page 352
  12.1 Budgeting Methods......Page 353
  12.2 Budgeting Approaches......Page 354
  12.3 Other Factors Affecting the Allocation of Advertising Budget......Page 357
  Questions......Page 358
 Chapter 13 Ethical and Social Issues in Advertising......Page 360
  13.1 Ethical Advertising......Page 361
  13.2 Social Issues in Advertising......Page 362
 Chapter 14 Management of Advertising Agency......Page 366
  14.1 Function of an Advertising Agency......Page 368
  14.2 Types of Agencies......Page 369
  Questions......Page 372
 Chapter 15 Role of Advertising in National Development......Page 374
  15.1 General Advertising......Page 375
  15.2 Institutional Advertising......Page 376
  Questions......Page 383
Index......Page 386