Recognition and recall of a brand and its differentiation between other brands in the same industry

seen as a form of persuasive communication conveying messages whose aim is to modify attitude and the associated behaviour of consumers

Mostly emotional or reactive

Consumer behaviour is the reasons behind why each individual buy certain products and their reaction towards the four Ps of marketing (place, product, promotion, price)

Running away from both the problems

Focus on the process of buying not purchases, provide security, comfort, diversion

Has 2 influences on behavioural decision making

For feeling products with low involvement, qualified as 'lifes little pleasure' such as beer, sweets, chocolates

Try to minimise the source of distress

comparing competitors product is viewed as being inferior to the product of interest. Making consumers want to find out more regarding the product.

Form of persuasive communication which aims to change consumers attitude and behaviours

Highlights the potential negative outcome

Change the meaning of the source of distress

Demographic changes, economic/social trends, technological innovations

Brand awareness , Brand image, Brand equity

A brand is a distinguishing name or symbol intended to identify the goods or services of one seller or a group of sellers, and to differentiate those goods or services from their competitors (Aaker, 1991)

Brands control over purchase

Concerns thinking products with low involvements, characterised by routine consumption patters such as household cleaning products or paper products

Feelings/ideas/impression of the brand

Dual process theories of attitude change point towards a limited effectiveness of advertisement created to arouse fear, small amount of fear would arouse peoples interest and attention , large amount of fear would make people panic and distract

Highly involving products or services where thinking and economic considerations dominate example, cars and big electricity appliances

Focus on fulfilling need for self and social esteem. Focus on images linked to a product.

simple messages works best, complex messages benefits from a written medium such as newspaper advertisement

Emphasises the need to focus on the nature of the message through advertising, Building on the research conducted by Festinger on cognitive dissonance which puts the emphasis on changing what a person does (consumes) which results in a change of that person's underlying attitudes towards the product or service

Internet has major impact on consumer behaviour A) Online stores - Transformed relative impoetance of the four Ps of marketing (Product, Place, Price, Promotion) B) Online advertising

comparative advertising, repetition advertising, fear advertising, medium advertising

Problem focused, Emotion focused, Denial

beliefs about the consequences of the behaviour, subjective norms , perception of the views of the significant others

Marketing strategies

Focus on material needs (More on value and quality of the products)

Informative strategy, Affective strategy, Habitual strategy, Satisfaction strategy

Increased frequency of advertisement

When advertisers pay TV shows or movies to incorporate their products into the script

Impulsive consumption, Compulsive consumption

Advertising slogans that are presented so breifly that are below threshold of awareness (Stroebe, 2012)

Is for feeling products such as fashion, jewelry and cosmetics

Bhat and Reddy (1998)