Section 3: Buyer Behavior
In this section you will describe your target markets buyer behavior.
1. Consumer purchase process
2. Cognitive mapping
3. Trends in the consumer buying environment
In this section you will describe your target markets buyer behavior. It will include the
consumer purchasing process, your consumers attitudes and value as it related to your
product/service, cognitive mapping and any trends in the consumer buying environment that
may impact your advertising campaign or marketing communications. You should think
about the consumer decision-making process and how it relates to your product. Analysis of
an external information search is especially important here. The information yielded by the
search will be used in developing a media plan in later chapters. Factors that affect the
purchase decision should be identified as well as current trends that may have an impact.
When you complete this section of the IMC campaign, you should have a solid understanding of how consumers make product-purchasing decisions along with the factors that might influence those decisions. It is important to realize that the more you know about your customers, the more effective your IMC program will be.
1. Consumer purchase process – Finding ways to influence the consumer purchasing process is a vital activity in developing your IMC. Briefly describe each step in the consumer decision-making process as it relates to your target
a. What problem is your product/service solving
b. What is the recognizable need or want
c. How is the information search conducted (internal/external)
d. How does your consumer evaluate alternatives (evoked set, multiattribute, affect referral
e. What consumer attitudes can be influenced by your IMC
f. What values (strongly held beliefs) about your brand do consumers hold
g. Define the set of personal values and how your IMC plan can integrate that value into creative.
2. Cognitive mapping – The manner in which your target stores information affects decisions. Knowing how your target stores, retrieves, and evaluates information can help you develop impactful advertising. Draw a cognitive map to demonstrate your targets “typical” knowledge structure and memories embedded in their brain.
3. Trends in the consumer buying environment – Studying the steps your target takes is important in developing the right communication message, creative and mix. At the same time, the environment in which your consumer purchases your product is always changing.
a. What trends in the consumer buying environment affect purchasing patterns for your product/service
1. Consumer purchase process
2. Cognitive mapping
3. Trends in the consumer buying environment
In this section you will describe your target markets buyer behavior. It will include the
consumer purchasing process, your consumers attitudes and value as it related to your
product/service, cognitive mapping and any trends in the consumer buying environment that
may impact your advertising campaign or marketing communications. You should think
about the consumer decision-making process and how it relates to your product. Analysis of
an external information search is especially important here. The information yielded by the
search will be used in developing a media plan in later chapters. Factors that affect the
purchase decision should be identified as well as current trends that may have an impact.
When you complete this section of the IMC campaign, you should have a solid understanding of how consumers make product-purchasing decisions along with the factors that might influence those decisions. It is important to realize that the more you know about your customers, the more effective your IMC program will be.
1. Consumer purchase process – Finding ways to influence the consumer purchasing process is a vital activity in developing your IMC. Briefly describe each step in the consumer decision-making process as it relates to your target
a. What problem is your product/service solving
b. What is the recognizable need or want
c. How is the information search conducted (internal/external)
d. How does your consumer evaluate alternatives (evoked set, multiattribute, affect referral
e. What consumer attitudes can be influenced by your IMC
f. What values (strongly held beliefs) about your brand do consumers hold
g. Define the set of personal values and how your IMC plan can integrate that value into creative.
2. Cognitive mapping – The manner in which your target stores information affects decisions. Knowing how your target stores, retrieves, and evaluates information can help you develop impactful advertising. Draw a cognitive map to demonstrate your targets “typical” knowledge structure and memories embedded in their brain.
3. Trends in the consumer buying environment – Studying the steps your target takes is important in developing the right communication message, creative and mix. At the same time, the environment in which your consumer purchases your product is always changing.
a. What trends in the consumer buying environment affect purchasing patterns for your product/service
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