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BUS306: Advertising and Promotion

Unit 3: Communication and Decision Making   *In this unit, you will learn about the dynamic communication process between advertisers and consumers. We will examine both traditional and nontraditional models of communication to see how today’s consumers are more active in marketing communication. Giving consumers a degree of control over the advertising message creates a much higher degree of target market selectivity, but it also creates a more complex, two-sided communications model for marketers.

In addition, you will learn how cultural influences and consumer involvement affect buying behavior. Have you ever been shopping with someone who just cannot make a decision? How about a shopper who immediately finds what she wants and makes a quick purchasing decision? A successful advertiser must know how to move consumers from one stage of the decision-making process to the next, i.e., need recognition, information search, evaluation of alternatives, purchase, and finally, post–purchase evaluation. *

Unit 3 Time Advisory
Completing this unit should take approximately 10 hours.
 
☐    Subunit 3.1: 5 hours
 
☐    Subunit 3.2: 5 hours

Unit3 Learning Outcomes
Upon successful completion of this unit, you will be able to: - identify different forms of advertising messages that businesses use to reach their target markets; and - describe the consumer decision-making process.

3.1 Marketing Communication   - Reading: Launch! Advertising and Promotion in Real Time: “Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers” and Advertising and Society: William M. O’Barr’s “Ethics and Advertising” Links: Launch! Advertising and Promotion in Real Time: “Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers” (PDF) and Advertising and Society: William M. O’Barr’s “Ethics and Advertising” (HTML)
 
Instructions: Read Chapter 4 on pages 94-143. Then read O’Barr’s review of social, ethical, and regulatory issues in advertising. Have these issues, and the ways in which they are handled, changed over the years?
 
Reading these selections should take you approximately 3 hours to complete.

 Terms of Use: *Launch!* was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-ShareAlike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
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3.1.1 Communication Models   - Reading: Advertising and Society: William M. O’Barr’s “The Interpretation of Advertisements” Link: Advertising and Society: William M. O’Barr’s “The Interpretation of Advertisements” (HTML)
 
Instructions: Read O’Barr’s explanation of how consumers interpret advertising messages. There are a number of graphic and video components on this page that provide examples of communication models through various media throughout history. Click on each of the linked images to view them in order as you read the article.

 Reading this selection should take you approximately 2 hours to
complete.  
    
 Terms of Use: Please respect the copyright and terms of use
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  • Web Media: YouTube: Capgemini’s “Future Consumer” Link: YouTube: Capgemini’s “Future Consumer” (YouTube)
     
    Instructions: Watch this 4-minute video to hear what marketing professionals think about communicating with future consumers.
     
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

3.2 Consumer Decision Making   3.2.1 Influences on Consumer Decision Making   - Reading: Babson College: Ken Matsumo’s “Note on Consumer Decision Making Processes” Link: Babson College: Ken Matsuno’s “Note on Consumer Decision Making Processes” (Microsoft Word)
 
Instructions: Scroll down to number 3, and click on the third reading assignment titled, “Matsuno, Note on Consumer Decision Making Processes.”  Read Matsuno’s paper, which presents the steps in the consumer decision making process and the influences that drive each step.

 Reading this article should take you approximately 2 hours.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed on the webpage above.
  • Web Media: YouTube: BNETvideo: “Buy.ology by Martin Lindstrom Book Brief” Link: BNET Video: Martin Lindstrom’s “Buy.ology by Martin Lindstrom Book Brief” (YouTube)
     
    Also available in:
    Adobe Flash
     
    Instructions: Watch this video to hear what a branding adviser found in a study of the elements that motivate consumer behavior.
     
    Watching this video and taking notes should take approximately 10 minutes.
      
    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

3.2.2 Cultural Aspects   - Reading: TheFreeLibrary: Chan Yi Leng and Delane Botelho’s “How Does National Culture Impact on Consumers’ Decision-Making Styles? A Cross Cultural Study in Brazil, the United States and Japan” Link: TheFreeLibrary: Chan Yi Leng and Delane Botelho’s “How Does National Culture Impact on Consumers’ Decision-Making Styles? A Cross Cultural Study in Brazil, the United States and Japan” (HTML)
 
Instructions: Read Chan and Botelho’s study of the link between national culture and consumer decision-making. This article uses Hofstede’s cultural dimensions to examine the buying behavior of consumers in Brazil, Japan, and the United States.

 Readin this article should take approximately 2 hours and 30
minutes to complete.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed in the article above.

Unit 3 Assessment   - Assessment: The Saylor Foundation's “Unit 3 Assessment” Link: The Saylor Foundation's “Unit 3 Assessment” (HTML)

 Instructions: Please complete the linked assessment. You must be
logged into your Saylor Foundation School account in order to access
this quiz.  If you do not yet have an account, you will be able to
create one, free of charge, after clicking the link.