TO UNDERLINE THE IMPORTANCE of the marketing process in business and to define the role of advertising and other marketing communications tools in presenting the company and its products to the market. The successful advertising practitioner must understand the relationship between marketing activities and the way consumers behave. Ideally, it is this relationship that shapes the creation of effective advertising.
After studying this chapter, you will be able to:
Define marketing and explain the role advertising plays in the larger marketing context.
Discuss the concept of product utility and the relationship between utility and consumer needs.
Identify the key participants in the marketing process.
Outline the consumer perception process and explain why advertising people say "perception is everything."
Describe the fundamental motives behind consumer purchases.
Discuss the various influences on consumer behavior.
Explain how advertisers deal with cognitive dissonance.
