1. Chapter 8 discusses factors that affect consumer attention. How do the following situational fac-tors play a role in Millennials' attention to Ford's promotions? a. Clutter b. Program involvement

David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser - Consumer Behavior_ Building Marketing Strategy (2019, McGraw-Hill Education) - libgen.li.pdf - Adobe Acrobat Pro DC X File Edit View Window Help Home Tools Document 466 (485 of 833) * Sign In Edit PDF Edit T Add Text Add Image Link . [ Crop Pages Header & Footer . Watermark . More X FORMAT 3-4 ATTENTION, MILLENNIALS! AUTOMOBILE MANUFACTURERS ADAPT FOR YOU Proxima Nova 10 The Millennial generation is the largest generation a mere 10 million who watched the finale of Breaking since their parents constituted the previous largest Bad on live television. Meanwhile, advertising on small TTTTT generation: the Baby Boomers. The Millennial genera- mobile screens does not carry the same effect as adver- tion encompasses a fairly wide range of ages, but the tising in traditional media once did. oldest of the group are now in their early thirties and Consumers are increasingly ignoring and disregard- = 1.20 - 1 0 are living very grown-up lives, complete with major ing advertising. This lack of attention to advertising is consumer purchases. This generation is very attrac- compounded by Americans engaging in other activities T 100 - AV tive to marketers because of its sheer size and purchas- while viewing traditional media. (See Tables A and B ing power. Yet, the Millennials think about brands for statistics regarding these factors for various demo- and make purchases differently and are much more graphic groups, including Millennials.) OBJECTS in tune with digital communication than any other According to the CEO of Starcom Media Vest, one of generation. the largest advertising buying agencies: Not long ago, parents struggled to keep their children from watching too much television. Now, as those chil- I am nervous about us all being out of a job a year from Edit Using... dren are coming of age, television advertisers have the now if Reed Hastings [chief executive of Netflix] takes opposite problem as they compete for the attention of over the world. Millennials. Young people are still consuming media at SCANNED DOCUMENTS very high rates, but now they are in many new places Settings other than television, like social media and mobile Millennials in particular are the subject of many Revert to Image devices. To illustrate, in 1983, 100 million Americans marketing research companies. Various recent surveys show watched the finale of Mash on television, compared to that this generation spends more time on social media, Show bounding boxes Restrict editing TABLE A Types of Advertisements Most Ignored and Disregarded Gender Age Education Total H.S. or Some College Male Female 18-34 35-44 45-54 55+ less college grad+ ENG 10:08 AM Sunny OLDCE CMS 11/5/2022David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser - Consumer Behavior_ Building Marketing Strategy (2019, McGraw-Hill Education) - libgen.li.pdf - Adobe Acrobat Pro DC X File Edit View Window Help Home Tools Document 466 (485 of 833) * Sign In Edit PDF Edit T Add Text Add Image Link . [ Crop Pages Header & Footer . Watermark . More X opposite problem as they compete for the attention of over the world. Millennials. Young people are still consuming media at FORMAT W very high rates, but now they are in many new places Proxima Nova other than television, like social media and mobile Millennials in particular are the subject of many devices. To illustrate, in 1983, 100 million Americans marketing research companies. Various recent surveys show 10 watched the finale of Mash on television, compared to that this generation spends more time on social media, TTTTT TABLE A Types of Advertisements Most Ignored and Disregarded I= 1.20 - 1 0 Gender Age Education T 100 - AV Total H.S. or Some College Male Female 18-34 35-44 45-54 55+ less college grad+ OBJECTS % % % % % % % Any (NET) 91 90 92 90 92 88 93 89 92 94 Internet banner ads 43 42 45 42 47 43 43 40 46 46 Internet search engine ads 20 20 21 121 21 19 20 17 22 23 Edit Using... Television ads 14 15 13 9 13 14 20 17 12 12 Radio ads 7 7 8 11 7 15 6 8 7 7 SCANNED DOCUMENTS Newspaper ads 6 6 5 7 4 7 6 16 Settings None of these 10 8 10 18 12 7 11 8 6 Revert to Image Base: American adults Source: Harris Interactive Poll. Show bounding boxes Restrict editing 61.F ENG 10:08 AM Sunny CMS 11/5/2022X David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser - Consumer Behavior_ Building Marketing Strategy (2019, McGraw-Hill Education) - libgen.li.pdf - Adobe Acrobat Pro DC Close File Edit View Window Help Sign In Home Tools Document 467 (486 of 833) Edit T Add Text Add Image Link . L Crop Pages Header & Footer Watermark . More X Edit PDF Part Three Cases 467 FORMAT Activities Done While Watching Television TABLE B Proxima Nova W Gender Age Education Total H.S. or Some College TTTTT Male Female 18-34 35-44 45-54 55 + less college grad+ % % % % % % % % % 52 57 62 Surf the Internet using a 56 53 59 68 59 55 45 computer 41 44 47 35 50 51 44 37 51 42 AV Read a book, magazine, or newspaper 36 21 33 44 46 Go on a social networking site 40 34 45 57 47 OBJECTS (e.g., Facebook, Twitter) 39 57 38 14 28 41 47 Text on my mobile phone 37 35 46 Shop online 29 27 31 40 33 27 19 22 31 39 23 15 6 10 19 29 Surf the Internet using my 18 20 16 30 Edit Using... mobile phone 9 Read a book on an e-reader 7 9 6 8 7 5 10 device (e.g., Kindle, Nook) SCANNED DOCUMENTS 7 13 4 5 6 5 11 Surf the Internet on a tablet 7 8 6 Settings computer (e.g., iPad, Xoom) 28 30 26 33 32 Revert to Image 26 Something else 30 26 33 32 10 None 14 18 11 8 12 16 20 19 12 4 Show bounding boxes Not applicable 3 4 2 5 3 2 2 13 2 Restrict editing Base: American adults Source: Harris Interactive Poll. particularly on mobile devices, than any other group. of Millennials through nontraditional tactics involving Millennials spend 14.5 hours per week on average on consumer engagement and entertaining, quirky content mobile devices. However, while it is less than Generation on social media. Volkswagen, Ford, Toyota, and Mini X and Baby Boomers. they still spend 25 hours per week Conner have had some success through advertising on ENG 10:09 AM 61.F CMS 11/5/2022 Sunny"7. David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser - Consumer Behavior_ Building Marketing Strategy (2019, McGraw-Hill Education) libgen.li.pdf Adobe Acrobat Pro DC File Edit View Window Help Home Tools E Edit PDF ' 61F Sunny Document 6 E Q @ Wi486of833) Base: American adults Source: Harris Interactive Poll. particularly on mobile devices, than any other group. Millennials spend 14.5 hours per week on average on mobile devices. However, while it is less than Generation X and Baby Boomers, they still spend 25 hours per week on average watching television. In response, advertisers are expected to spend $17.7 billion on mobile advertising in 2014, which is double the amount spent in 2013. Thirty- six percent of Millennials say that digital advertising is the most inuential media for brand decisions, while 19 percent of Millennials say the same for television advertising. Meanwhile, 44 percent of Millennials want to have an open dialogue with brands using social channels. A full 55 percent of Millennials feel that a recommendation from a friend is the strongest influence of brand choice. Often, these recommendations are created sharing branded content on social media. Automobile manufacturers are particularly attracted to Millennials and many of them are having to learn new ways to appeal as they focus their efforts on this group. They are trying new approaches to the product offerings, like flashy colors. Also, many automobile manufacturers are attempting to garner the attention of Millennials through nontraditional tactics involving consumer engagement and entertaining, quirky content on social media. Volkswagen, Ford, Toyota, and Mini Cooper have had some success through advertising on Buzzfeed, an entertaining website known for viral con- tent that targets Millennials. Jonathan Perelman, vice president of agency strategy and industry development at Buzzfeed, states: The power for auto brands, really any brand, but really for automotive brands is you can tell a really compel- ling, sometimes funny story that's adding value to the consumer so that they're not only going to want to engage with that ad, but also share it with their friends. There's an implied endorsement that you as my friend understand what I like. You're going to have a signifi- cant lift in your feelings toward the brand. That's the power today in social content marketing. Being able to be in the conversation, adding value to the consumer and tapping into the networks where people are already communicating. apnoezacgl f; Edit T Add Text El Add Image 0/0 Link V [$1 Crop Pages D Header&Footer ' D Watermark V El More ' AQ FORMAT P o>zr 'n a \\l ova OBJECTS Edit Usmg , SCANNED DOCUMENTS Q Settings Revert to lmag S Show bounding boxes Restrict editing n ENG a R. CMS . Cl) C) 10:09 AM 11/5/2022 4) David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser - Consumer Behavior_ Building Marketing Strategy (2019, McGraw-Hill Education) - libgen.li.pdf - Adobe Acrobat Pro DC X File Edit View Window Help Home Tools Document 468 (487 of 833 ) * Sign In Edit PDF Edit T Add Text Add Image Link , Crop Pages Header & Footer . Watermark . B More X According to Chris Travell, vice president of strategic Ford points to several techniques that have led to its FORMAT consulting for Maritz Research: success. The first is to get Millennials talking to each Proxima Nova other about the brand. When Ford was preparing to launch its Fiesta model in the U.S., it gave 100 of the Millennials are an important group of buyers in the industry today, and not just in terms of sheer size. They vehicles to influential, web-savvy Millennials, who were dubbed as "Fiesta Agents." Ms. Marentic said: TTTTT are also helping to refine the vehicle shopping and own- ership experience. These younger buyers are much more connected than previous car buyers. The manufacturer We gave them a Fiesta for six months, and gave them that develops a strategy that resonates with millennial gas and insurance, and they had to do monthly missions buyers will increase the likelihood of consideration for us and then put the results online. If I tell them how the next time that customer is in the market. In turn, great the new Ford Fiesta is, they won't notice, but when AV this will increase the likelihood of selling a car to that their friends and family tell them, they'll pay attention. customer. Second, Ford appeals to Millennials' love of tech- OBJECTS nology through new technology called MyFord Touch. However, there is a wide disparity among Millennials' MyFord Touch performs many tasks while consumers responses to automobile manufacturers' efforts. Fiat are driving, including syncing their phones, reading failed miserably with its campaign "Endless Fun," which their texts, adjusting the temperature, and making dinner Edit Using... featured seven-year-old memes and .gifs featuring bizarre suggestions. images of things like people dancing around a Fiat in horse masks. Honda chose an unconventional method [ Millennials] are always on and they want their expe SCANNED DOCUMENTS by mocking how other advertisers focus on Millennial rience in the car to be always on. It understands Settings stereotypes in its #UnBuenFit campaign. 10,000 voice commands. Revert to Image Ford is one automobile manufacturer that seems to have tapped into ways of communicating with Finally, Ms. Marentic suggests that Ford's success Millennials that has been very effective. Ford has been with Millennials comes from being edgy and entertain- Show bounding boxes the number one brand in purchase consideration for ing. For example, in order to improve the formerly stuffy Restrict editing Millennials for the past several years. According to image of the Ford Focus, Ford created a spokescharacter Sheryl Connelly, global consumer trends and futuring named Doug that is only present on social media such manager at Ford: as Twitter and YouTube. Doug is a rude-mannered and irreverent orange sock puppet. For example, when Doug This group of consumers is an incredible market is informed by a Ford marketing executive that the Focus annartunity hut the way that millennials interact has double French stitching on the seats, Doug replies: 51 OF ENG 10:10 AM Sunny CMS 11/5/2022David Mothersbaugh, Delbert Hawkins, Susan Bardi Kleiser - Consumer Behavior_ Building Marketing Strategy (2019, McGraw-Hill Education) - libgen.li.pdf - Adobe Acrobat Pro DC X File Edit View Window Help Home Tools Document 468 (487 of 833) * Sign In Edit PDF Edit T Add Text Add Image Link . Le Crop Pages Header & Footer * Watermark ~ More X rience in the car to be always on. It understands stereotypes in its #UnBuenFit campaign. 10,000 voice commands. FORMAT Ford is one automobile manufacturer that seems W to have tapped into ways of communicating with Finally, Ms. Marentic suggests that Ford's success Proxima Nova Millennials that has been very effective. Ford has been with Millennials comes from being edgy and entertain- the number one brand in purchase consideration for ing. For example, in order to improve the formerly stuffy Millennials for the past several years. According to image of the Ford Focus, Ford created a spokescharacter TTTTT Sheryl Connelly, global consumer trends and futuring named Doug that is only present on social media such manager at Ford: as Twitter and YouTube. Doug is a rude-mannered and irreverent orange sock puppet. For example, when Doug This group of consumers is an incredible market is informed by a Ford marketing executive that the Focus opportunity, but the way that millennials interact has double French stitching on the seats, Doug replies: AV with brands is totally different from earlier genera- tions. Understanding their priorities helps us market How many times have I sat in single-French-stitched to them, so that we're giving a message that is relevant seats and said, 'I might as well be at the town dump OBJECTS to them. sitting on garbage cans'? This is precisely the untraditional type of content that Ford has discovered a formula that turns Millennial Ford has used to successfully capture the attention of consumers into brand ambassadors, and it appears to Millennials that remains so elusive for other automobile Edit Using... be working. Amy Marentic, Ford's global car and cross- manufacturers and brands. over marketing manager, explains Ford's approach to SCANNED DOCUMENTS Millennials: Discussion Questions Settings 1. Chapter 8 discusses factors that affect consumer Revert to Image We're turning a 108-year-old brand over to consum- attention. How do the following situational fac- ers. I'm very serious about that. Our market share with tors play a role in Millennials' attention to Ford's Millennials has increased significantly. . . . We're now Show bounding boxes the top selling brand to all Millennials .. . don't be promotions? Restrict editing afraid to turn your brand over to others. a. Clutter b. Program involvement 61.F ENG 10:10 AM Sunny CMS 11/5/2022