Summer Session #3 Assignments. Principles of advertising

Principles of Advertising
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Principles of Advertising
Customers’ decision-making process is a method employed by marketers to track the consumption habits from the beginning to the end. The process is broken down into five distinct stages namely, problem recognition, information search, evaluation of alternatives, and the evolution of decision.
In the problem recognition stage, customers develop a feeling that they are need of something, and they need to address it immediately (Moriarty, Mitchell, & Wells, 2012). Marketers are expected to determine when the targeted consumers develop their need as it would be an appropriate time to promote their products and services through advertising.
In the information search stage, consumer embark on a searching mission to identify the best products that would suit their current needs. The consumers employ both old-fashioned contemporary mode of searching such as asking information through people and conducting online searches respectively (Moriarty, Mitchell, & Wells, 2012). The customers become skeptical and begin to think about risk management. If they had a bad experience in a similar, they would not want to repeat carefully and therefore spend more time searching for a better alternative
The third stage involves evaluation of the identified alternatives. Customers are questioning themselves whether the product identified is the best option for them before making the purchasing decision. In case different a variety of a product is identified, a customer will compare and contrast by checking on their strengths and weakness as well as their effectiveness and suitability to the identified need.
In stage four, the customers make the actual purchase decision based on the information gathered in the evaluation of alternatives stage. In other words, consumers decide to buy after assessing the available facts regarding the product or service. The decision is usually based on either consumers’ experiences...