ADVT 250 1st EditionExam # 2 Study Guide Lectures: 5-8Lecture 5 (September 16th)You need to know the difference between Marketing and Advertising Goals:Marketing Goals1.) Sales Oriented: increase market shares, increase unit sold, increase margin (profits)Ex: To increase sales of Diet Dr. Pepper among men by 5% during 2015.Advertising Goals1.) Support the marketing goals and are communication oriented. Advertising goals raiseawareness, interest, and desire.(all three of these are about willingness) ACTION is the ultimate goal.Ex: To increase awareness of Diet Dr. Pepper as the best tasting diet drink for menYou need to know the four components of a goal:1.) To Do What2.) To Whom3.) By How Much4.) By WhenEx: To increase brand preference for diet dr. pepper by 20% among 25-54 year old men during fiscal year 2015-2016To Do What: To increase brand preference To Whom: Among 25-54 year old menBy How Much: by 20%By When: during fiscal year 2015-2016Here are the components of research you should know:1.) Research is used in advertising planning to: understand perceptual obstacle and opportunities (how do people currently feel about a product or service and what do they want?) AND to determine base-line measures (where are we starting/beginning)2.) Perceptual Obstacles and Opportunities: -Perceptual Obstacles (are thoughts that may stop people from using out product or service)-Perceptual Opportunities (reasons people would want to use our product or service)-3.) Baseline Measures: is research to determine current levels of awareness, interest, desire, etc4.) Types of Research:- Secondary: Finding out what information already exists. ( Go to the libraryand look things up)- Primary: Creating original information. (Research you conduct yourself)5.) Secondary Research: Simmons (SMRB) is a syndicated research service that provides research on media use, product use, demographics (external characterizes), psychographics (attitudes, interests, opinions). You subscribe to Simmons to get their information. Not free.6.) Primary Research: Research designed to find out information that cannot be found in other sources. Original surveys, tests, and interviews.7.) Types of Research: - Quantitative: Designed to measure how much, how many, how strongly held an attitude or belief is-Surveys are quantitative measures.-Scaled items are quantitative measures.-Quantitative research is statistically analyzed.- Qualitative: designed to understand what people think and feel. Open-ended questionsLecture 6 (September 18th)This is what you need to know about consumer needs, motives, perception, learning, personality, and external influences on consumers:Needs1.) Internal influences are studied in psychology.2.) Behavior is driven by NEED. Basic assumption of marketing is that behavior is driven by need. - Primary needs: Those things that are required for actual living. (Food, water, shelter.)- Secondary needs: everything else we ‘need’- Maslow’s Hierarchy of Human Needs1.) Physiological needs (food, water, air)2.) Safety and Security Needs (Protection order, stability) (Ex: Home security systems)3.) Social needs (affection, friendship, belonging) (Ex: Facebook)4.) Ego Needs (prestige, success, self-respect)5.) Self- actualization (Self-fulfillment)*Number one is primary needs. 2-5 are secondary needs**Advertising deals with secondary needs mainly* Motives1.) Driving force within individuals that propels them to action. Needs satisfaction process. Unfulfilled needs, wants, and desires -> Tension -> Drive -> Behavior -> Goal or need fulfillment2.) Rational vs. Emotional Motives: Buying a car could be both a rational decision (Price- can I afford it? Safety, fuel economy, etc.) Emotional decision (aesthetics, social aspects- is it cool? Is it your dream car? Etc.)*Goal as advertiser is to figure out which motive is the stronger motivator for the consumer so we can better target the audience*3.) Positive vs. Negative Motives: Positive motive is something that draws you towards an action for a gain. Negative motive pushes you away from an action because of a fear of loss. (Ex: Diet industry- Telling you all the negatives of being overweight to get you to avoid (negative). But special K’s new campaign is very much positive “What will you gain when you lose?”) (Ex: Educating young people on health hazards. Do you use a scare tactic? (negative) or do you tell them how much better off they will be? (positive))*Again it is your job as an advertiser to figure out which is the stronger motivator for your targetaudience. (He seemed to hint that positive motives are more influential)* Perception 1.) The process by which and individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world. A process we are engaged in ALL THE TIME. 2.) It is based on an individual’s needs, values, and expectations. - Needs- if you’re hungry right now you cannot focus- Values- you will only focus on things that contradict your values- Expectations- you will only focus on things that agree with your expectations. 3.) Selection: A consumer can only pay attention to a small fraction of the stimuli to which he/she is exposed to. And it depends on previous experiences and motives at the time as to what actually gets our attention. *Job as advertiser is to get consumer to give you their attention.*4.) Perception organization: We organize to stimuli simplify life:-Schema (set of beliefs of how you think things are supposed to be. You usually don’t know you have them until they are challenged. You have a schema about what it means to be a student, child, parent, etc.)-Stereotypes, Archetypes- they are one way we organize things. Stereotypes can hold some truth but then they become dangerous. Archetypes = ideal roles. Ideal mom, dad, dog, etc. If there are universal agreements on something then we can easily communicate with our consumer- Brands- make it easier to pick a store, or item. You automatically know what to expect at target for example. 5.) Perception- Interpretation: The meaning of the stimuli is based on the clarity of the stimulus, past experience, motives and interest. -Cognitive dissonance = when things don’t match up with what you believe. You then have to resolve that by disregarding new info or changing our views. -Selective perception: because of my prior beliefs, I don’t give informationthe chance to even change my views. Ex: see Mitt Romney on TV,