Question

Why is consumer behavior and insight important for advertising and promotion? Cite at least two specific examples of how consumer behavior must be taken into account when making advertising and promotion decisions.

Answer 1

According to the text, “Consumer behavior can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires,”. Consumer behavior and insight are increasingly crucial for advertising and promotion because being able to accurately determine what will excite specific target demographics and motivate them to action is one of the primary tenants of marketing and development. One of the main factors that must be considered when advertising and promoting in various segments is any language barriers. For example, let’s consider highway billboard advertising. When driving on a highway, written language on the promotions often reflects what is accessible within the area.

Additionally, the move towards removable energy in the automobile industry is another example of how advertising and promotion take consumer behavior into account. Appealing to consumer’s desire to save on gas money, as well as help the earth has aided in the sale of hybrid and electric vehicles. The advertising executives were able to see a need in the industry for both fuel savings, and ways in which people can emotionally connect with them helping the environment, and therefore determine how to market fuel-efficient vehicles.