The buying process of consumers has long been recognized by advertisers. This process is common knowledge for companies looking to draw the attention of consumers in the market. As consumers, we all experience the buying process when we’re out shopping.
In the first step, arguably the most important in advertising, the consumer realizes that there is a need or desire that must be fulfilled. A company can take advantage of this. How? By using advertisements in a way that creates needs and desires. For example, LensCrafters may advertise with a phrase like, “Don’t neglect your eyes – they’re important.” This may, externally, create a need or desire for consumers to schedule an eye exam.
The second step in the process is, in simple terms, the step in which the consumer calculates the best way to solve the need or desire. The need or desire is typically solved by purchasing a product; this is where advertising comes in. Whereas in the first step, an advertisement focuses on creating a need or desire in the consumer, the second step focuses on purchasing a specific product. For example, the slogan for the Snickers candy bar was once, “Hungry? Grab a Snickers.” In this slogan, Mars is sending a message to consumers that Snickers, in specific, will satisfy their need to eat.
The final step in the process involves the consumer finalizing the decision and making the purchase. This is the goal of advertising – to attract consumers and have them, eventually, make a purchase.
So, this leaves two different strategies. Should a company’s advertisements focus on creating a need or desire in a consumer and increasing their product’s market? Should a company’s advertisements focus specifically on their specific product’s market share? Should they take a completely different approach? Which strategy is most effective on you, as a consumer?
What is your perspective?
The Advertising Perspective 
I think that these are some great questions that companies face day to day. The company has to decide which strategy of need or desire would benefit them the most while also benefiting the consumer. Those steps are critical for the purchasing decision process.
I like the examples you used in your blog post to explain the different stages because they were relate-table. I think that advertisers should stick to creating a need when thinking of slogans, pictures, placement, and other promotional mix elements. By creating a need you can capture new potential customers that can help your customer base grow. In addition, you can still retain your original customers. For example, say I bought a pair of glasses at Lenscrafter and I see the commercial saying “Don’t neglect your eyes-they’re important.” I need a new prescription and I have been putting it off. This motivates and reminds me that it is important and easy especially sine I have been to Lenscrafter before (convenience).
I think it really depends on how creative a slogan or tv commercial script is to grab my attention. I really love that you mention the the Snicker’s slogan. I thought their past campaign was pretty clever, with showing grumpy people and then showing them feeling quite happy after they ate a snickers. I felt those commercials really grabbed my attention, and it created a desire in me for their product. It’s so hard to cut through all the clutter and information that we’re bombarded with everyday. I feel the traditional means of advertising can spark need/desire in all of us, but it has to be really, really clever. Otherwise, firms need to start implementing e-marketing strategies into their campaign to compensate in areas that the campaign may be lacking in.
Advertising has so many channels to come through to consumers, that it takes more than just creativity to create a campaign; it needs some research to study the market in order to be able to match them with right media for an effective communication of the message. From my perspective, however, one of the most successful formulas to advertise in general is creating or sponsoring an event in which consumers will get involved and interact in real life and taking that to virtual world, having social media support the campaign from the World Wide Web. I believe that in this way, a marketer can help bring consumer interaction to its peak.
Companies also have the issue of dealing with negative feedback from their consumers on all forms of social media and online sites such as yelp.com or trip advisor. They not only have to deal with customer service issues but it extends to many online sites where monitoring the content is not up to companies.
Focusing on your existing target market still forces you to create desire for your product. Even if a current customer is loyal to your brand, that will only continue if you continuously try to improve your business. I believe companies’ advertisements should be focused toward a particular market, not a whole bunch of different ones. However, if multiple markets were to be targeted, advertisements should contain a universal truth that most people would relate to.
I agrre with your first comment and us in the business school have to know that technology will be a great influece when we start a job. What I have perceived is that in old days everything was the same and people did not have to much to choose from but now with technology the chance to choose from is huge so business have to come with an idea where they can increase their product’s market and use as many approaches as they need to show the focus of their product to each type of clients
I believe that a company now its striving with some hard challenges that have been created upon on how technology is improving day to day. Companies now face the main challenge to create an advertisement where their product becomes yes needfull and desirable but at the same time accessible at all points.
I think companies that makes their advertisement based on the audience. This can produce an important impact for decision process.Companies should have in mind relevant aspects like culture, religion, and economy. The big challenge is to convince the audience to make the purchase and return for more.
Maite Jimenez