Unit3 CBAM

Noida Institute of Engineering and Technology,
Greater Noida
Advertising Management
Unit: 03
Consumer Behavior and Marketing

Communication Ajay Gangele
Assistant Professor
Course Details
(MBA: III Sem)
Ajay Gangele AMBMK013 CB & Advertising Unit:03 1

11/17/2022
Index/Content
S. No. Index
1.
Name of Subject with code, Course and Subject Teacher
2.
Brief Introduction of Faculty member with Photograph
3. Evaluation Scheme
4. Syllabus
5. Branch wise Application
6. Course Objective(s)
7. Course Outcome(s)
8. Program Outcomes (POs)
9. COs and POs Mapping
11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 2

Index/Content
S. No. Index
10. Program Specific Outcomes (PSOs)
11. Cos and PSOs Mapping
12. Program Educational Objectives (PEOs)
13. Result Analysis
14. End Semester Question paper Templates
15. Prequisite/Recap
16. Brief Indtroduction about the Subject with Videos
17. Unit Contents
18. Unit Objectives
19. Topic Objectives/Topic Outcome

Index/Content
S. No. Index
20. Lecture related to topic
21. Daily Quiz
22. Weekly Assignment
23. Topic Links
24. MCQs
25. Glossary Questions
26. Old question papers
27. Expected Questions
28. Recap of unit

Faculty Profile
Faculty Name: Ajay Gangele

Designation: Assistant Professor
Department: MBA
Email ID: [email protected]
Qualification: B.Sc. MBA,UGC NET,PhD(P)
Specialisation: Marketing and HR
Research Area: Marketing
Teaching Area: Marketing and HR
Total Experience: 17 Years

Evaluation Scheme
End
Code Subject Periods Evaluation Scheme Semester Total Credit
L T P CT T PS Total TE PE
A
1 Core
3 0 0 30 20 0 50 100 0 150 3
Strategic Management
2 Core Corporate Governance, 3 0 0 30 20 0 50 100 0 150 3
Values & Ethics
3 Elective Specialization Group -1 3 1 0 30 20 0 50 100 0 150 4
Elective 1
Elective 2
Elective 3
Elective 1
Elective 2
8 Project Summer Internship Project Report 0 0 4 50 100 150 2
Total 1200 28
Ajay Gangele AMBMK013 CB & Advertising Unit:03

11/17/2022 6
Subject
Subject Syllabus
Syllabus

Subject Syllabus

Subject Syllabus

Branch Wise Applications
 Customer relationship manager
 Marketing Manager
 Advertising Manager
 Sales and marketing

Course Objective
1. To understand consumer behavior and explain the consumer decision

making process
2. To define external and internal influences on buying behavior
3. To provide an understanding of integrated marketing communications
(IMC) and its influences on other marketing functions and other
promotional activities.
4. Help to understand what advertising is and its role in advertising and
brand promotion.
5. Understand the importance of message design and the creativity involved
in message designing.

Course Outcome
CO1. Students will develop an understanding of digital and social media

marketing practices.
CO2. Students will develop understanding of the social media platforms.
CO3. Students will acquire the skill to acquire and engage consumers online.
CO4. Students will develop understanding of building organizational
competency by way of digital marketing practices and cost considerations.
CO5. Students will develop understanding of the latest digital practices for
marketing and promotion.

Program Outcomes
• Program Outcomes:
• PO1. Apply knowledge of management theories and practices to
solve business problems.
• PO2. Foster Analytical and critical thinking abilities for data-based
decision making.
• PO3. Ability to develop Value based Leadership ability.
• PO4 Ability to understand, analyze and communicate global,
economic, legal, and ethical aspects of business.
• PO5 Ability to lead themselves and others in the achievement of
organizational goals, contributing effectively to a team environment.


CO and PO Mapping
SNO CO P01 P02 P03 P04 P05

1 CO1 M L M H M
2 CO2 L M M M H
3 CO3 M L L H M
4 CO4 L L M M H
5 CO5 L M M H H
Avg 1.4 1.4 1.8 2.6 2.6
H=3,M=2,L=1

Program Educational Objectives
Program Educational Objectives (PEOs)Two-year Full-Time MBA program is

designed to meet the following Program Educational Objectives:
PEO 1:Graduates of the Management program will have conceptual

knowledge, to adapt to the rapidly changing environment, learn new skills
and demonstrate application of management principles in a professional
work setting.
PEO 2:Graduates will apply appropriate tools for decision making required
for solving complex managerial problems in the local or global context.
PEO 3:Graduates of the Management program will exhibit integrity, social

responsibility, and teamwork.
PEO4: Graduates will exhibit ethics, communication skills, leadership

qualities and entrepreneurial mindset using creativity and innovation .
Result Analysis
Subject Total
Name & Code No.
Of Pas
Stude s % No. of No. of no. of No. of No. of
student student student Average
nts students students Marks
40>65 s 65>75 s 75>90 s 90 & having
(%) (%) Above (150)
(%) Backlog
(%)
Consumer 38 35 10 13 12 0 3 104
Behavior and
Advertising
Management

End Semester Question Paper Template



Prerequisite
• Concept of Consumer and customer

• Process of Consumer Buying Behavior
• Basic philosophies of marketing
• Innovation in marketing
Ajay Gangele AMBMK013 CB &

11/17/2022 Namrata Singh AMBMK013 CB & Advertising Unit:03 20
Advertising Unit:03
Brief Introduction about the Subject with
videos
• Consumer behavior is the study of how individual customers,
groups or organizations select, buy, use, and dispose ideas, goods,
and services to satisfy their needs and wants.
• It refers to the actions of the consumers in the marketplace and the
underlying motives for those actions.
• The study of consumer behaviour (CB) is very important to the
marketers because it enables them to understand and predict
buying behaviour of consumers in the marketplace
https://www.youtube.com/watch?v=nIQhHEWpdWs
https://www.youtube.com/watch?v=avh2Ppw5wc8
https://www.youtube.com/watch?v=0ay2Qy3wBe8
https://www.youtube.com/watch?v=7-P2_rGFg18
https://www.youtube.com/watch?v=wrtEfxP-8t0

Content
• Introduction to Advertising-Meaning and Framework

• Importance of Advertising
• Role of Advertising in marketing mix
• Adverting agencies
• Choosing an advertising agency

Unit Objective
• To understand Advertising management

Noida Institute of Engineering and
Technology, Greater Noida
(Unit –3) Topic 1
Overview of Advertising Management

11/17/2022 24
Advertising Unit:03
Topic Mapping with Course Outcome
Topics Course Outcome

Meaning of Advertising CO3
Frame work of Advertising CO3
Importance of Advertising CO3

Objectives of Topic/Session
• To learn about overview of Advertising management.

• To know about importance of Advertising management
• To learn the framework of Advertising management.

Introduction to Advertising
“Advertising is any paid form of non-personal presentation and promotion

of ideas, goods and services by an identified sponsor.”

Introduction to Advertising
Basic Functions Of Advertising:
-Advertising performs 3 basic functions:

• Inform Function
• Persuasive Function
• Reminder Function

Scope of Advertising

Nature of Advertising
(i) Advertising disseminates information about a product

(ii) Advertising messages are delivered through variety of media
(iii) Advertising intends to sell and at the same time create an aspiration
towards a certain product
(iv) It is a tremendous challenge for advertisers to design a message

Framework of Advertising

Advertising Appeal
• Advertising Appeal:
The advertising appeal refers to the basis or approach used in the
advertisement to attract the attention or interest of consumer and to
influence their feelings towards the product, service or cause.
Advertising appeals can be broken down into 3:
 Informational appeal
 Emotional appeal
 Moral appeal

Advertising-Media Planning
Media planning
A media planner needs to answer the following question:
 What audiences do we want to reach?
 When & how to reach them?
 Where to reach them?
 How many people should be reached?
 How often do we need to reach them?
 What will it cost to reach them?

Advertising-Media Types
Types of Media Vehicles:

 Print media: Newspaper, magazines, pamphlets, visiting cards, yellow pages
etc.
 Broadcast media: Radio, T.V, Cinema.
 Out door Advertising: Bill boards, hot air balloons, wall writings, hoardings
etc.
 Transit advertising: buses, loud speakers
 Specialty advertising: T-shirts, caps, cups etc.
 Internet

Advertising-Media Types

Advertising-Campaigns
ADVERTISING CAMPAIGN: TYPES/BASIS

 Geographical spread:
Local market campaign
Entire region campaign
National campaign
 Pioneering campaigns: introduce new products
 Competitive campaigns

Advertising-Campaigns
Classification in terms of media:

Direct mail campaign
Newspaper campaign
TV campaign etc
On the basis of campaign’s purpose:
Direct action campaign: where a customer is expected to buy a product
Indirect action campaign
Product promoting campaigns
Corporate image promoting campaigns

Importance of Advertising
• Generating profits by selling products or services

• Fostering brand name recognition
• Establishing corporate ‘good will’ or corporate image for social
responsibility
• Supporting the economic status quo
• Behavioral: induce a buy
• Attitudinal: like the product/associate with attributes—lifestyle appeals
• Cognitive: recognize, evaluate what is needed

Recap
1. Definition of Consumer Behavior

2. Application of Consumer Behavior in Marketing.

11/17/2022 39
Daily Quiz
1. Define needs, wants and desire.

2. Differentiate Goods and services
3. Explain various types of products.
4. Describe various applications of consumer behaviour.
40
11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03

Faculty Video Links, YouTube & NPTEL Video Links
and Online Courses Details
https://www.youtube.com/watch?v=SNVZmI99pTM
https://www.youtube.com/watch?v=K3vZXphIXWM

Greater Noida
(Unit –3) Topic 2
Role of Advertising

11/17/2022 42
Advertising Unit:03
Content
1. Role of Advertising in Marketing Mix

2. Role of Advertising in Brand Positioning.

Recap
1. Concept of Advertising
2. Framework of Advertising
3. Importance of Advertising.

Topic Objective
Topic Topic Objective

No.
1 To study the role of Advertising in Marketing Mix
2 To study the role of Advertising in Brand Positioning.
45

Topic Mapping
S.N Topic Course

o. Outcome
1 Role of Advertising in Marketing Mix C03
2 Role of Advertising in Brand Positioning. C03
46

Role of Advertising in Marketing Mix
1. Personal selling: Support System

2. Product Planning
3. Brand Policy: Guarantee, Assurance and Accountability
4. Price-Premium Pricing
5. Packaging
6. Distribution: Reduce cost due to pull effect
7. Promotion

Role of Advertising in Marketing Mix
1. Advertising and Product

2. Advertising and Price
3. Advertising and Place
4. Advertising and Promotion

Role of Advertising in Brand Positioning
The Role of advertisement can be understood as follows:

• It stimulates demand.
• It supports other promotion mix elements. It does preselling and helps the
sales promotion and personal selling activities.
• It counters competitive moves.
• It develops brand preference.
• It cuts cost—by increasing sales, more units are produced and the cost of
production comes down (economies of scale).
• It builds brand images
• Innovation—It encourages innovation and new product development
• It communicates and imparts information to the consumers

Consumer
Role of Advertising Vs. Customers
in Brand Positioning
• It provides knowledge about product specification,

• It is an important marketing tool.
• It informs about the price of a product.
• It gives information about the alternatives available to the purchaser.
• It gives information about the new offers and the discounts available to the
purchaser.
• It helps in achieving the sales objectives and the communication
• It can reach a great number of audience in short time.
• It is an instrument of persuasion.
• It has an informative role.

Recap


Daily Quiz
• ___________is the study of how individuals, groups, and organizations select,

buy, use, and dispose of goods, services, ideas, or experiences to satisfy their
needs and wants.
• Information search can be explained in terms of ______
• Any individual who purchases goods and services from the market for his/her
end-use is called a..................
• -------------- refers to how an individual perceives a particular message
• _______________ is one of the most basic influences on an individual’s
needs, wants, and behavior.
• Two of the most important psychological factors that impact consumer
decision-making process are product _____________ and product
involvement.
• Changes in consumer values have been recognized by many business firms
that have expanded their emphasis on ____________ products.
• Many sub cultural barriers are decreasing because of mass communication,
mass transit, and ________________.

Greater Noida
(Unit –3) Topic 3
Advertising Agencies

11/17/2022 53
Advertising Unit:03
Content
1. Meaning of Advertising Agencies

2. Role of Advertising agencies
3. Types of Advertising Agencies

11/17/2022 54
Recap


11/17/2022 55
Topic Objective
Topic Topic Objective
No.
1 To learn the Meaning of Advertising Agencies
2 To study the Role of Advertising agencies

3 To know the Types of Advertising Agencies
56

Topic Mapping
S.No. Topic Course

Outcome
1 To learn the Meaning of Advertising Agencies CO3
2 To study the Role of Advertising agencies CO3
3 To know the Types of Advertising Agencies CO3
57

Objectives of Topic/ Session
1. Students will learn the process of consumer buying behavior.

2. Students will learn from various sources of information.
3. Students will understand the factors affecting consumer buying decision.

• An advertising agency or ad agency is a service business dedicated to

creating, planning and handling advertising (and sometimes other forms
of promotion) for its clients.

Why Ad Agencies
• The agencies are expert in this field.
• They have a team of different people for different functions like
copywriters, art directors, planners, etc.
• The agencies make optimum use of these people, their experience and
their knowledge.
• They work with an objective and are very professionals.
• Hiring them leads in saving the costs up to some extent.

Role of Ad Agencies
• Creating an advertise on the basis of information gathered about product
• Doing research on the company, product and target consumers.
• Creating an appealing and innovative advertisement.
• Planning regarding type of media to be used, when & where to be used,
and for how much time.
• Taking the feedbacks from the clients as well as the target consumers and
then deciding the further line of action
• handle billing and payments
• integrate other marketing communications

Types:
1. Full service Agencies
1. Large size agencies.
2. Deals with all stages of advertisement.
3. Different expert people for different departments.
4. Starts work from gathering data and analyzing and ends on payment
of bills to the media people.

Types:
2. Interactive Agencies
1. Modernized modes of communication are used.
2. Uses online advertisements, sending personal messages on mobile
phones, etc.
3. The ads produced are very interactive, having very new concepts, and
very innovative.
3. Creative Boutiques
4. Very creative and innovative ads.
5. No other function is performed other than creating actual ads.
6. Small sized agencies with their own copywriters, directors, and
creative people.

Types:
4. Media Buying Agencies
1. Buys place for advertise and sells it to the advertisers.
2. Sells time in which advertisement will be placed.
3. Schedules slots at different television channels and radio stations.
4. Finally supervises or checks whether the ad has been telecasted at
opted time and place or not.
5. In-House Agencies
5. As good as the full service agencies.
6. Big organization prefers these type of agencies which are in built and
work only for them.
7. These agencies work as per the requirements of the organizations.

Daily Quiz
Q1. For making advertisement s more effective, the manufacturers improve _____________and
launch new products.
(1) Existing products
(2) Advertisement style
(3) Marketing channel
(4) Sponsors
(5) None of these
Q2. It is advisable to use ____________________ as a source of advertising.
(1) Social media
(2) Email
(3) Radio
(4) Television
(5) Print
Q3. Selecting time, choosing media types, deciding on reach of frequency and media vehicle for
advertisements are part of
(1) Media strategy
(2) Media execution
(3) Selecting media
(4) Measuring communication
(5) None of the above

Daily Quiz
Q4. To introduce the new products to world of consumers is the main goal of
(1) Entertainment
(2) Advertising
(3) Boost the sales
(4) Online marketing
(5) None of these
Q5. Advertisement through radio was very popular till the middle of last century because of
_______________.
(1) Its effectiveness
(2) More popular than newspaper
(3) Mass reach
(4) Cost of advertisement
(5) None of these
Q6. Advertising creates employment as it increases the volume of sales and
___________________________
(1) Production
(2) Marketing
(3) Promotion
(4) Personal selling
(5) New products

Recap
1. Meaning of Advertising Agencies

2. Role of Advertising agencies
3. Types of Advertising Agencies

Faculty Video Links, YouTube & NPTEL Video Links and Online
Courses Details
1. https://www.youtube.com/watch?v=JFqee_LfqvU
2. https://www.youtube.com/watch?v=9QnfWhtujPA
3. https://www.youtube.com/watch?v=Uw3XiD0uzzM

MCQs
(i) ________ is the tendency to interpret information in a way that will fit our preconceptions.
Selective retention b. Cognitive dissonance
c. Selective distortion d. Subliminal perception
(ii) At the top of Maslow’s hierarchy of needs is.
esteem b. self-actualization
c. social d. safety
(iii) ________ assumed that the psychological forces shaping people’s behavior are largely
unconscious, and that a person cannot fully understand his or her own motivations.
a. Abraham Maslow b. Frederick Herzberg
c. Sigmund Freud d. Karl Marx
(iv) A ________ when it is aroused to a sufficient level of intensity.
a. need becomes a motive b. motive becomes a need
b. c. desire becomes a reality d. unfulfilled demand becomes a crisis
(v) ________ portrays the “whole person” interacting with his or her environment.
a. Attitude b. Reference group
c. Lifestyle d. Culture

MCQs
(vi) A(n) ________ is a descriptive thought that a person holds about something.
a. Attitude b. belief
c. desire d. feeling
(vii) Brands that meet consumers’ initial buying criteria are called the ________.
a. total set b. awareness set
c. consideration set d. choice set
(viii) The buying process starts when the buyer recognizes a _________.
a. product b. an advertisement for the product
c. salesperson from a previous visit d. problem or need
(ix) A ________ is a strong internal stimulus impelling action.
a. cue b. drive
c. reinforcement d. discrimination
(x) Repeated exposures to information provide greater opportunity for processing
and thus the potential for
b. more profits b. more sales
c. stronger associations d. increased brand personality

Glossary
Money or Status Happy Consumer Evaluation

Development
matrix
 The buying process starts when the buyer recognizes a _____
 If performance meets consumer expectations, the consumer is _________
 CDM stands for ________
 First stage in the basic model of Consumer Decision Making is ______
71

Sessional Question Papers



Old Question Papers

Old
OldQuestion
QuestionPapers
Papers

Old Question Papers
Old Question Papers

Old QuestionPapers
Old Question Papers

Old Question
QuestionPapers
Papers

Expected Questions for University Exam
1. Outline the causes of customer dissatisfaction after buying a product.

2. Explain the attribution theory with suitable examples.
3. Describe the consumer buying process with suitable examples.

Recap
• Introduction to Advertising-Meaning and Framework

• Importance of Advertising
• Role of Advertising in marketing mix
• Adverting agencies
• Choosing an advertising agency

References
1. https://www1.udel.edu/alex/chapt6.html
2. https://study.com/academy/lesson/what-is-consumer-buying-behavior-defini
tion-types-quiz.html
3. http://www.yourarticlelibrary.com/consumer-behaviour/consumer-buying-b
ehaviour-meaning-process-and-types/87244

11/17/2022 82
.
Thank You

Unit3 CBAM

Uploaded by

Copyright:

Available Formats

Unit3 CBAM

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Unit3 CBAM

Uploaded by

Copyright:

Available Formats

Noida Institute of Engineering and Technology,

Consumer Behavior and Marketing

Ajay Gangele AMBMK013 CB & Advertising Unit:03 1

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 2

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 3

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 4

Faculty Name: Ajay Gangele

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 5

Ajay Gangele AMBMK013 CB & Advertising Unit:03

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 7

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 8

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 9

 Customer relationship manager

 Sales and marketing

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 10

1. To understand consumer behavior and explain the consumer decision

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 11

CO1. Students will develop an understanding of digital and social media

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 12

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 13

SNO CO P01 P02 P03 P04 P05

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 14

Program Educational Objectives (PEOs)Two-year Full-Time MBA program is

PEO 1:Graduates of the Management program will have conceptual

PEO 3:Graduates of the Management program will exhibit integrity, social

PEO4: Graduates will exhibit ethics, communication skills, leadership

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 16

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 17

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 18

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 19

• Concept of Consumer and customer

Ajay Gangele AMBMK013 CB &

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 21

• Introduction to Advertising-Meaning and Framework

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 22

• To understand Advertising management

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 23

(Unit –3) Topic 1

Overview of Advertising Management

Ajay Gangele AMBMK013 CB &

Topics Course Outcome

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 25

• To learn about overview of Advertising management.

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 26

“Advertising is any paid form of non-personal presentation and promotion

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 27

Basic Functions Of Advertising:

-Advertising performs 3 basic functions:

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 28

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 29

(i) Advertising disseminates information about a product

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 30

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 31

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 32

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 33

Types of Media Vehicles:

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 34

11/17/2022 Ajay Gangele AMBMK013 CB & Advertising Unit:03 35

ADVERTISING CAMPAIGN: TYPES/BASIS