Different Types of Consumer Behavior
1) Describe the differences between accidental and intentional exposure to marketing information. Identify a product for which each type of exposure is most common, and discuss implications for developing effective marketing strategies.
Accidental exposure is when we come in touch with marketing information that we didn 't intentionally seek out. For instance, we are exposed to numerous commercial messages while driving on the freeway: bill boards, radio advertisements, bumper-stickers on cars, and signs and banners placed at shopping malls that we pass. Most of this exposure is random--we don 't plan to seek it out. In fact, a product that is common for this kind of exposure would be Coca Cola ads.
On the other hand, intentional exposure is when we plan or intend to seek out marketing information for our own purposes. For example, if we are shopping for a car, we may deliberately seek out advertisements and tune in when dealer advertisements come on the radio.
In order to enhance the chances for consumers to be exposed to marketing information, marketers need to develop specific strategies. In fact, some of the implications for developing effective marketing strategies include the following.
First, "marketers need to facilitate intentional exposure by making sure appropriate marketing information is available when and where consumers want it." (J. Paul Peter. pg.111) when consumers are looking for information regarding a product, marketers need to be able to provide the consumer with that information right away.
Second, marketers can maximize accidental exposure by placing their information in places that increase the chances of exposure. For instance, marketers can place ads on TV shows and also by placing ads on buses, taxis and stadiums. In addition, some stores should be placed in locations with high accidental exposure. For instance, stores can be placed in sections where there is a lot of traffic or they can be placed in downtown locations.
Finally,
Accidental exposure is when we come in touch with marketing information that we didn 't intentionally seek out. For instance, we are exposed to numerous commercial messages while driving on the freeway: bill boards, radio advertisements, bumper-stickers on cars, and signs and banners placed at shopping malls that we pass. Most of this exposure is random--we don 't plan to seek it out. In fact, a product that is common for this kind of exposure would be Coca Cola ads.
On the other hand, intentional exposure is when we plan or intend to seek out marketing information for our own purposes. For example, if we are shopping for a car, we may deliberately seek out advertisements and tune in when dealer advertisements come on the radio.
In order to enhance the chances for consumers to be exposed to marketing information, marketers need to develop specific strategies. In fact, some of the implications for developing effective marketing strategies include the following.
First, "marketers need to facilitate intentional exposure by making sure appropriate marketing information is available when and where consumers want it." (J. Paul Peter. pg.111) when consumers are looking for information regarding a product, marketers need to be able to provide the consumer with that information right away.
Second, marketers can maximize accidental exposure by placing their information in places that increase the chances of exposure. For instance, marketers can place ads on TV shows and also by placing ads on buses, taxis and stadiums. In addition, some stores should be placed in locations with high accidental exposure. For instance, stores can be placed in sections where there is a lot of traffic or they can be placed in downtown locations.
Finally,
Cited: Consumer Behavior & Marketing Strategy 7th edition, J.Paul Peter, Jerry C. Olson, the McGraw Hill International Edition, New York, NY Copyright 2005