Creating Buyer Personas Template
Buyer personas are essential tools in understanding your target audience. This template provides a structured approach to create detailed representations of your ideal customers based on real data and educated speculation. Learn how to develop buyer personas through research, surveys, and interviews, and effectively communicate this understanding across your organization.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
Consumer Behaviour Week 13 Session 2 HD and PGD levels Exposure and Attention in CB Exposure and Attention in CB Consumer Behaviour Fall 2019
Todays Class Recap Exposure: Tactics and Challenges Attention: Attracting and Sustaining Homework Consumer Behaviour Fall 2021
Recap Recap https://play.kahoot.it/v2/?quizId=1a1cfc44-2e01- 425e-b24f-11b887ad84b3 Consumer Behaviour Fall 2019
Exposure Exposure Define the exposure? Why is it really important to expose your product? How can we expose a product? Consumer Behaviour Fall 2019
Exposure Exposure influence, affect influence, affect Coming into physical contact with a stimulus The best products and services fail to be successful if consumers are not aware of them Via either the marketer (ads, Facebook messages, Vine videos, salespeople, brand symbols, packages, prices) or nonmarketing sources (e.g., news media, word-of-mouth, and consumer reviews of a product). (Hoyer, Maclnnis & Pieter, 2018) In the consumer world, exposure is a company's campaign or a brand that is trying to market specific products to help serve the consumer (Hoyer et al., 2017) Consumer Behaviour Fall 2021
Product distribution and shelf placement The position of an ad Online ads high on serach list Back cover Next to the table of content Next to favourite articles & TV programs Within the shows Quantity of stores the product is present Product location Amount of shelf space Displays on counters What are the factors which influence exposure? What are the factors which influence exposure? (Hoyer, Maclnnis & Pieter, 2018) From marketers perspectives Consumer Behaviour Fall 2019
Consumers at the same time use Consumers at the same time use Selective exposure: Zipping/skipping Zapping Cord cutting Which is challending to tackle!!!!!! From consumers perspectives (Hoyer, Maclnnis & Pieter, 2018) Consumer Behaviour Fall 2021
How do marketers deal with the challenge?? Through gaining exposure selecting media, such as Internet and social networking sites, television, radio, and product placements, and developing communications for targeted consumers advertising on racing cars, airport jetways, sports stadium turnstiles, and supermarket floors (Hoyer, Maclnnis & Pieter, 2018) messages What is your proposition? Consumer Behaviour Fall 2021
Break Break Consumer Behaviour Fall 2021
Lets watch the videos https://www.youtube.com/watch?v=IGQmdoK_ZfY https://www.youtube.com/watch?v=v3iPrBrGSJM Level of attention While consumers stimulus, attention reflects how much mental activity they devote to it and how the attention has been guided exposure reflects encounter whether a (Hoyer, Maclnnis & Pieter, 2018) Consumer Behaviour Fall 2019
Attention reflects the mental activity of a consumer towards the product or service Limited Selective Divided Examples? Consumer Behaviour Fall 2019 (Hoyer, Maclnnis & Pieter, 2018)
Consumers Implications Preattentive Focal attention Non-focal attention both create the preattentive processing Do pre-attentively processed stimuli affect feelings about or choices of brands? (Hoyer, Maclnnis & Pieter, 2018) The movie - Focus Consumer Behaviour Fall 2019
Marketing implications trying to raise and sustain attention Personal Pleasant (music, humor) Surprising (unexpected, new, puzzling) Easy to process (prominent, concrete, contrast) Habituation (Hoyer, Maclnnis & Pieter, 2018) Consumer Behaviour Fall 2021
How did marketers try to grab attention here? Eye Movement Study Consumer Behaviour Fall 2019
From Exposure to Comprehension Consumer Behaviour Fall 2021
Homework: Homework: Know the material from the lesson Read extra for a better comprehension - Hoyer, Maclnnis and Pieters (2018) Perception and Comprehension Consumer Behaviour Fall 2021
