The major conglomerate invested $450 million for 30 seconds in the Super Bowl 2015 advertisements that recorded 49.3% of viewing rate. Why did they spend exorbitant money for just advertisements? According to “Understanding consumer behavior” written by John D. Bunting, Luciana Piniz, and Randi Reppen, consumer behavior can be affected by several factor: physical factors, cultural and social factors, and self-image, and personal experience factors
The major
conglomerate invested $450 million for 30 seconds in the Super Bowl 2015
advertisements that recorded 49.3% of viewing rate. Why did they spend
exorbitant money for just advertisements? According to “Understanding consumer
behavior” written by John D. Bunting, Luciana Piniz,
and Randi Reppen, consumer behavior can be affected by several factor: physical
factors, cultural and social factors, and self-image, and personal experience
factors. Marketers and advertisers have been producing their advertisements and
marking methods by using those factors; however, buyers do not know about it
perfectly. The significant reason for manufacturing is that they want to
influence consumers to purchase their products by their commercials and
marketing technique that made stimulus with self-image factors and physical
factors.
In terms of advertisers, they have utilized stars of the first classes to consumers to purchase products by their self-image. In “understanding consumer behavior,” the authors announced a person’s self- image affects consumer behavior (para #4, line #1). Two years ago, story-telling ads received attention in Korea. Stars who have star quality tell their experience with items in ads, and it contribute to viewer to want to have them; however, buyers could not be like stars exactly, but they could fantasize about having same experience with them when they have the products. Also, it could exist in sports equipment. Nike golf sponsored Tiger Woods, Rory Mcgilloy annually, and their advertisers utilize them for making commercials on TV and Radio, magazines, even packing boxes. It leads shoppers to purchase their equipment because famous golf players play with it which they bought or want to buy
In addition to marketers, magnificent marketing techniques are using consumer’s physical factors. Physical factors, which are how a person physically feels when shopping, impact consumer behavior (para #2, line #1). Imagine when shoppers walk in the street, they inhale the savory odors of cooked meats. They might feel hungry and want to eat. In Korea, major department stores have luxury rest areas on the top floor. Shoppers could play with their children, and drink coffee and juice at the outdoor rest areas. Why did they have those areas? Feeling exhausted can contribute to buying less (para #2, line #4). Although those department stores lost some shopping spots, they could earn more money with shopper’s physical factors.
Consumers are influenced by advertisers and marketer; therefore, they have been analyzing consumer behavior and producing ads and marketing methods with researchers’ results. Not only do they utilize two factors which are self-image and physical factors, but the main purpose is that consumers to purchase it exactly same with other factors, but most ads that are using famous stars utilize self-image factors, and even though their products are perfectly well made, shoppers will not purchase when they aren’t good at physical status. Also, consumers have to think cautiously when they buy because affecting those factors could be worse in some cases
In terms of advertisers, they have utilized stars of the first classes to consumers to purchase products by their self-image. In “understanding consumer behavior,” the authors announced a person’s self- image affects consumer behavior (para #4, line #1). Two years ago, story-telling ads received attention in Korea. Stars who have star quality tell their experience with items in ads, and it contribute to viewer to want to have them; however, buyers could not be like stars exactly, but they could fantasize about having same experience with them when they have the products. Also, it could exist in sports equipment. Nike golf sponsored Tiger Woods, Rory Mcgilloy annually, and their advertisers utilize them for making commercials on TV and Radio, magazines, even packing boxes. It leads shoppers to purchase their equipment because famous golf players play with it which they bought or want to buy
In addition to marketers, magnificent marketing techniques are using consumer’s physical factors. Physical factors, which are how a person physically feels when shopping, impact consumer behavior (para #2, line #1). Imagine when shoppers walk in the street, they inhale the savory odors of cooked meats. They might feel hungry and want to eat. In Korea, major department stores have luxury rest areas on the top floor. Shoppers could play with their children, and drink coffee and juice at the outdoor rest areas. Why did they have those areas? Feeling exhausted can contribute to buying less (para #2, line #4). Although those department stores lost some shopping spots, they could earn more money with shopper’s physical factors.
Consumers are influenced by advertisers and marketer; therefore, they have been analyzing consumer behavior and producing ads and marketing methods with researchers’ results. Not only do they utilize two factors which are self-image and physical factors, but the main purpose is that consumers to purchase it exactly same with other factors, but most ads that are using famous stars utilize self-image factors, and even though their products are perfectly well made, shoppers will not purchase when they aren’t good at physical status. Also, consumers have to think cautiously when they buy because affecting those factors could be worse in some cases
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