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Marketing Communication
Analysis Report:
The Use of Consumer
Behaviour in Advertising
Student
Name:
Mirza Yilmaz
Student Number:
13011164
Table of Contents
Table of Contents..........................................................................................................2
Introduction...................................................................................................................4
Advertisement Choice...................................................................................................4
GEICO Lizard Ballard with Warren Buffett...........................................................4
Figure One: GEICO Advert Still One........................................................5
Figure Two: GEICO Advert Still Two........................................................5
Figure Three: GEICO Advert Still Three...................................................6
Visa: Usain Bolt 2014 FIFA World Cup................................................................6
Figure Four: VISA Advert Still One...........................................................7
Figure Five: VISA Advert Still Two............................................................7
Figure Six: VISA Advert Still Three...........................................................8
Consumer Behaviour and Businesses.........................................................................8
Figure Seven: Six Categories of E-Communications Tools or Media
Channels....................................................................................................10
Attention, Learning, Memory and Motivation..............................................................11
Figure Eight: A Model of Consumer Behaviour.........................................11
Figure Nine: The Pyramid of Consumer Behaviour..................................12
Definition of Terms.............................................................................................13
Figure Ten: The Memory Process.............................................................15
Figure Eleven: An Overview of Main Theories of Work Motivation...........16
Analysis..............................................................................................................16
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Introduction
This brief report focuses on the use of consumer behaviour theory by businesses
engaged in advertising products and services to consumers. It begins by introducing
the two adverts selected for analysis and outlining why businesses should be aware
of consumer behaviour theory when creating advertisements and other forms of
marketing communication. It then focuses on the application of two theories to the
selected adverts, with a view to understanding the underlying theory and identifying
where theory could be used to better effect.
Advertisement Choice
GEICO Lizard Ballard with Warren Buffett
This advert, made for an American audience in 2010, features real staff members
from the insurance company, GEICO, together with an appearance from Warren
Buffett, the owner of the company, in the character of an Axl Rose-type rocker (You
Tube, 2010). The advert focuses on the quality of the customer service provided by
the company to those purchasing their insurance or making a claim on a policy.
Figures One to Three show stills from this video, which lasts two minutes and twenty
three seconds (which would make the advert rather long when compared to others).
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Figure One:
Figure Two:
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Figure Four:
Figure Five:
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Figure Six:
It affects how businesses interact with their customers, indicating it is a subject about
which businesses and, more specifically, their marketing personnel need to know.
Knowledge of consumer behaviour affects such things as market segmentation,
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(offline) media will be different to those using social media and digital media (see
Figure Seven), based on the target audience for that particular medium.
If
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Figure Seven:
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Figure Eight:
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Figure Nine:
These four terms will first be defined and then applied to the adverts selected.
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Definition of Terms
Attention is defined as:
It can be divided consumers can allocate some attention to one task and
some to a different task.
(Hoyer et al., 2010/2013, pp.76-77)
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Memory involves:
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Figure Ten:
Consumer behaviour considers both process and content theories (see Figure
Eleven) when analysing why consumers buy/do not buy, different products and
services.
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Figure Eleven:
Analysis
The two adverts will now be analysed based on the criteria of attention, learning,
memory and motivation.
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GEICO (2010)
VISA (2014)
Message
GEICO provides exceptional customer service to its Flow faster with Visa is the catchphrase, suggesting that
customers.
for those in a hurry, using the contactless Visa card will help
them get where they want when they want.
Attention
Has novelty value, with actual staff making the advert and
with the appearance of Warren Buffett, one of the richest
men in the world. This is likely to support the watching of
what is a long advert for an insurance company, likely to be
seen as a boring subject.
Learning
Memory
Motivation
Table One:
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or:
These
patterns are internal characteristics that [consumers] are born with or that
result from the way [consumers] have been raised.
(Hoyer et al., 2010/2013, p.396)
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Susceptibility to influence
Dogmatism
Frugality
Self-monitoring behaviour
Creativity
National character
Competitiveness.
Table Two:
Favourability
Persistence
Attitude accessibility
Resistance
Attitude confidence
Ambivalence.
(Hoyer et al., 2010/2013, pp.128-129)
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GEICO (2010)
VISA (2014)
Attitude
Table Three:
Conclusion
Based on this brief analysis, it appears some research into consumer behaviour was
undertaken by both organisations before the advertisements were released into the
public domain. However, there are a few aspects that could be improved by further
investigation into consumer behaviour.
Recommendations
For Geico, the issue is the reputation of insurance and insurance companies, which
needs to be assessed so their segmentation and targeting strategy identify
consumers who would react positively to their approach and the positioning of their
product/service.
For Visa, there are two issues. One relates to the general reputation of as this is
most likely to affect consumer reaction to a Visa campaign encouraging them to use
contactless systems while attempting to separate the payment system from the
bank. The second is to beware of pushing people into using contactless systems by
ensuring other payment methods are not available. Consumers do not like being
forced to do anything, so Visa need to research this carefully to avoid alienating
consumers and creating a bigger reputational issue.
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References
Chaffey, D. and Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation
and Practice (5th Edn.) Pearson Learning, Harlow
You Tube (2010) GEICO Lizard Ballad with Warren Buffet available online at
https://www.youtube.com/watch?v=itS9eyO9JLs [accessed 10th November 2014]
You Tube (2012) Visa: Usain Bolt, Competitive Instinct (Olympics 2012) available
online
at
https://www.youtube.com/watch?v=g4kwcY6DJKM
[accessed
10th
November 2014]
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You Tube (2014) Visa: Usain Bolt. 2014 FIFA World Cup. Jamaica to Brazil from
athlete to footballer - 60s available online at https://www.youtube.com/watch?
v=5NF39wHAy9M [accessed 10th November 2014]
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