Advertising Management PDF

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Carly Lau Professor Lev Advertising Management 2/26/2019

In advertising, the consumer first will experience some interpersonal or non personal influences, such as family, culture, and society; and between time, places and the environment. Then they will have the perception, learning and persuasion and the motivation process, which will drive the consumers to purchase the product or services. When they experience a need or a want, they will step into the decision process, which are problem recognition, where they want it or need it; then they will do some information search; after that, they will evaluate and select what they want and which one they will choose; last but not least, they will choose the store and purchase the product or service; at the end, they will have postpurchase behavior such as reviews, or tell other people if the product they used is good or bad, so there are a positive and a negative side. We need to use psychological perceptual screens to penetrate, because I am asked to develop a strategy for the development of an advertisement to persuade students to eat more carrots. So we have to use personality, self-concept, attitudes, beliefs and habits to make our consumers like carrots, Which means we have to let the students think carrots are healthy, and they are really good for their body, also they are delicious, we will use the psychological perceptual screen to do that. At the same time, we can make the carrots look more delicious by cutting them into different shapes, and put them into decoration for lunch boxes, etc. I would definitely choose to use the central route to persuasion, because we have to focus on the carrot, which is the “central” product-related information, and we have to have deeper thoughts about the products attributes and consequences, in this case, we would have to penetrate that carrots are healthy and delicious. We also have to talk about the product beliefs, the brand attitude and the purchase intention. So that way we focus on the carrots that we have to advertise for, and at them same time, we share our beliefs why the carrots are good for students, and why do students have more carrots. That will make the advertisement more persuasive and attract more customers. We have to let our consumers whom are students know they need to have carrots and they want carrots to be healthier. I would first use a scene to show that carrots can be in different shapes, and it can be cute, pretty, and delicious. They can eat it as a fruit, or made in soup, or with other meat. Carrot doesn’t have to be in only one form. I would also use the word of mouth in the advertisement, because the more reviews we have, the more consumers would purchase the product. Also I would make a slogan for the carrot that consumers can easily remember, so they find it interesting and will purchase the product....