Advertising Age - 28 March 2011 by Abbey Klaassen (Editor)

By Abbey Klaassen (Editor)

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With the current information overload this is now nearly impossible. The many marketing and consumer behavior strategies reviewed in this book are meant, not to take the "creativity" out of the advertising campaign, but to bring up issues that should be considered in preparing your advertising strategy. Think of the strategy as a campaign road map. It tells you where everything is going. This process is important for a number of reasons: 1. The advertising strategy document described later serves as a method of obtaining agreement on the strategy from all levels of management.

Thus, if delivery and acceptance of a sales message will not influence the receiver to purchase, then it is not likely the advertising will be successful, no matter how interesting or entertaining it may be. First and foremost, advertising must persuade. That is the premise of a sales message. And persuasion usually occurs when there is a benefit for the receiver, not just for the sender. Rule #3: Customers Buy Benefits, Not Attributes. People are interested in the benefit of a productsuch as, for example, the taste of pancakesnot in such attributes as the ingredients or contents of the package.

The individual is at the center of the decision process. Within the individual are his or her internal physiological requirements. We earlier referred to many of these as basic needs. In addition, there is a basic internal psychological structure, which includes the person's subjective knowledge, values, and beliefs. These commonly determine wants. As Exhibit 2-1 shows, consumer decision making is also influenced by two major factors: external environmental and internal individual determinants.

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