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Part Two Integrated Marketing Program Situation Analysis
Belch: Advertising and
Promotion, Sixth Edition
II. Integrated Marketing
Program Situation Analysis
4. Perspectives on
Consumer Behavior
Exhibit 4-21 The ad on the left shows an aspirational reference group; the one on the right stresses a
disassociative reference group
© The McGraw−Hill
Companies, 2003
First, the advertiser must determine who is responsible for the various roles in the
decision-making process so messages can be targeted at that person (or those people).
These roles will also dictate media strategies, since the appropriate magazines, newspapers,
or TV or radio stations must be used. Second, understanding the decision-making
process and the use of information by individual family members is critical to the design
of messages and choice of promotional program elements. In sum, to create an effective
promotional program, a marketer must have an overall understanding of how the decision
process works and the role that each family member plays.
Situational Determinants
The final external factor is the purchase and usage situation. The specific situation in
which consumers plan to use the product or brand directly affects their perceptions,
preferences, and purchasing behaviors. 34 Three types of situational determinants
may have an effect: the specific usage situation, the purchase situation, and the communications
situation.
Usage refers to the circumstance in which the product will be used. For example,
purchases made for private consumption may be thought of differently from those that
will be obvious to the public. The purchase situation more directly involves the environment
operating at the time of the purchase. Time constraints, store environments,
and other factors may all have an impact. The communications situation is the condition
in which an advertising exposure occurs (in a car listening to the radio, with
friends, etc.). This may be most relevant to the development of promotional strategies,
because the impact on the consumer will vary according to the particular situation. For
example, a consumer may pay more attention to a commercial that is heard alone at
home than to one heard in the presence of friends, at work, or anywhere distractions
may be present. If advertisers can isolate a particular time when the listener is likely to
be attentive, they will probably earn his or her undivided attention.