Consumer Behavior: Big Idea Advertising And Marketing

Consumer Behavior When developing and planning to advertise a new or existing product, an important step for the company or firm is to access the consumer behavior of their target market. Consumer behavior can be defined as the study of how consumers make decisions on “what they buy, want, need, or act in regards to a product or service” (Schofield, 2016). Consumer behavior results that are properly executed by firm or company can provide important information about consumer wants, how consumers learn about products or services, and how they spend their money (Schofield, 2016). Companies who have mastered and succeeded in their advertising and marketing efforts have a great understanding of consumer behavior, in which they tailor their advertisement and provided products or services that appeals to the consumer …show more content…
There are five major characteristics of a big idea. The first characteristic is that the big idea has to resonate with consumers. The idea behind the product must be so powerful and meaningful that it connects with consumers in a way that it seems personal to them. The second characteristic, big ideas must be disruptive. Big ideas create a new lane, “a new way of thinking, feeling, or acting” (Hernandez, 2012). Third, big ideas must give consumers something to talk about or talk value (Hernandez,2012). The big idea must generate buzz, word of mouth and instill urgency in people to spread the word or share (Hernandez, 2012). Fourth, “big ideas stretch brands” (Hernandez, 2012). A big idea such push limits and boundaries without risking believability or credibility (Hernandez, 2012). Lastly, big ideas must be universal. Big ideas have to speak to all people across the world no matter social class or ethnic background (Hernandez,