Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition Copyright© 2001 by Harcourt, Inc. All rights reserved. Purchase CHAPTER 5

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Purchase Process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Purchase Process Whether to buy When to buy What to buy (product type/brand) Where to buy How to pay

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Purchase Process Fully Planned Purchase Partially Planned Purchase Unplanned Purchase

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Why People Shop

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Why People Shop Social Motives Personal Motives

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Why People Shop Role Playing Diversion Self-gratification Learning about trends Physical Activity Sensory Stimulation Social Motives Personal Motives

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Why People Shop Role Playing Diversion Self-gratification Learning about trends Physical Activity Sensory Stimulation Social experience outside of home Communication with others with similar interests Peer group attraction Status and authority Fun of bargaining Social Motives Personal Motives

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Purchase Decision Process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Evaluative Criteria Purchase Outcome The Purchase Decision Process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Evaluative Criteria Purchase Outcome The Purchase Decision Process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Individual Characteristics Purchase Characteristics

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Individual Characteristics Types of Product Timing Variables Price/Quality Situation Purchase Characteristics Lifestyles Economic Variables Views of Shopping Situations

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Evaluative Criteria Purchase Outcome The Purchase Decision Process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Evaluative Criteria

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Evaluative Criteria Location Nature of Quality and Assortment Price Advertising and Promotion Sales Personnel Services Offered Physical Store Attributes Store Clientele Point-of-Purchase Displays Consumer Logistics

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Evaluative Criteria Purchase Outcome The Purchase Decision Process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Evaluating Retail Competitors Evaluating Type of Retailer Determining the type of retail concept from which to purchase

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Direct mail Location-based retailer Catalog Internet Evaluating Retail Competitors Evaluating Type of Retailer Determining the type of retail concept from which to purchase

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Direct mail Location-based retailer Catalog Internet Evaluating Retail Competitors Determining the type of competitive store from which to purchase Evaluating Type of Retailer Determining the type of retail concept from which to purchase

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Direct mail Location-based retailer Catalog Internet Evaluating Retail Competitors Determining the type of competitive store from which to purchase Evaluating Type of Retailer Determining the type of retail concept from which to purchase Mass retailer Department store Specialty store Hypermarket

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Store Choice Outcome Choosing the specific retailer from which to purchase (Name and Location) Purchase

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Gap or Express Nordstrom or Bloomingdale’s Wal*Mart or Kmart Store Choice Outcome Choosing the specific retailer from which to purchase (Name and Location) Purchase

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Gap or Express Nordstrom or Bloomingdale’s Wal*Mart or Kmart Store Choice Outcome Choosing the specific retailer from which to purchase (Name and Location) Purchase The process of securing the product

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Gap or Express Nordstrom or Bloomingdale’s Wal*Mart or Kmart Store Choice The result of the pur- chase process: Satisfaction (may lead to repeat purchase and loyalty) Dissatisfaction (may influence future evaluations) Outcome Choosing the specific retailer from which to purchase (Name and Location) Purchase The process of securing the product

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Individual Characteristics Purchase Characteristics Evaluating Type of Retailer Evaluating Retail Competitors Store Choice Evaluative Criteria Purchase Outcome The Purchase Decision Process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Determinants of Retail Success or Failure

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Determinants of Retail Success or Failure Examining how retailers perform on specific criteria in they eyes of consumers Retailers focus on adapting these variables according to changing consumer needs and trends Retailers strive to perform better than competitors on evaluative criteria

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Location Physical location of store Distance from home, office, or other point of origin Perceived in terms of time and hassle as well Cognitive versus actual distance

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Nature and Quality of Assortment Assortment breadth: how vast or wide the variety of products sold (mass retailers)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Nature and Quality of Assortment Assortment breadth: how vast or wide the variety of products sold (mass retailers) Assortment depth: how deep the categories of product sold (specialty store)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Nature and Quality of Assortment Assortment breadth: how vast or wide the variety of products sold (mass retailers) Assortment depth: how deep the categories of product sold (specialty store) Category killers focus on one particular category and provide a deep assortment of products (Home Depot, Toys’ R Us)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Price The importance of price depends on nature of the consumer

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Price The importance of price depends on nature of the consumer Consumers’ perception of price versus actual price

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Price The importance of price depends on nature of the consumer Consumers’ perception of price versus actual price Everyday Low Prices (EDLP) emphasizes low prices rather than one-time promotional prices

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Price The importance of price depends on nature of the consumer Consumers’ perception of price versus actual price Everyday Low Prices (EDLP) emphasizes low prices rather than one-time promotional prices Lowest price versus price in acceptable or expected range

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Price Effects of price promotions on: Brand image Retailer image Short term buying behavior Long term buying behavior

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Advertising and Promotion Information advertising provides details about products, prices, hours of store operation, locations and other attributes that might influence purchase decisions

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Information Advertising

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Advertising and Promotion Image advertising uses visual components and words that help consumers form an expectation about experience in the store

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Target uses image advertising to build its brand

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Advertising and Promotion Image advertising uses visual components and worlds that help consumers form an expectation about experience in the store Increased emphasis on image advertising Shift toward marketing and what happens outside of the store

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Sales Personnel Sales personnel still play an important role in selecting a retailer Sales success depends on: -Relationship during the transaction -Persuasion strategies

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Sales Personnel How successful or persuasive a sales person is depends on:

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Sales Personnel Perceived knowledge and expertise Perceived trustworthiness Customer knowledge Adaptability How successful or persuasive a sales person is depends on:

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Sales Personnel Perceived knowledge and expertise Perceived trustworthiness Customer knowledge Adaptability Recruiting and training effective sales associates benefits retailers How successful or persuasive a sales person is depends on:

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Services Offered: Kinko’s Copying and binding Delivery Shipping Computing Video conferencing 24 hour operation

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Physical Store Attributes Store atmospherics: physical properties of the retail environment designed to create an effect on consumer purchases

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Physical Store Attributes Store atmospherics: physical properties of the retail environment designed to create an effect on consumer purchases Lighting Signage Merchandise Displays Air conditioning Floor treatments Music Colors

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Store Clientele Who shops at a store affects a person’s decision to shop there

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Store Clientele Who shops at a store affects a person’s decision to shop there Consumers tend match their self- image with that of the store

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Store Clientele Who shops at a store affects a person’s decision to shop there Consumers tend match their self- image with that of the store Do consumers feel comfortable with other shoppers in the store?

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Store Clientele Who shops at a store affects a person’s decision to shop there Consumers tend match their self- image with that of the store Do consumers feel comfortable with other shoppers in the store? What effect does clientele have on store image?

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Point-of-Purchase Materials POP displays help gain attention inside the store

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Point-of-Purchase Materials POP displays help gain attention inside the store Advantages of POP displays: Less expensive form of promotion Can compensate for fewer sales persons on the floor Provide valuable information

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Consumer Logistics Consumer Logistics: focuses on the speed and ease with which consumers move through the retail and entire shopping process Examines how factors such as signage, lighting, aisle width, and parking affect the purchase process

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Consumer Logistics What factors affect each stage? Preparation Arriving at the store Entering the store Moving through the store Checkout Going home and storage Inventory replenishment Stages of Consumer Logistics

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Location-based Retailing Retailers that have a physical store and location for consumers to visit Can be housed in shopping malls and strip centers or can be free-standing Some location-based retailers also have catalogs or Internet outlets available

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Location-based Retailing Value-oriented retailers -efficiency in supply chain lowers cost for retailer -economies of scale and volume buying allow retailers to pass cost savings to customers -quality products and image advertising have changed perception of mass retailers

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Location-based Retailing The Shopping Mall -People spending less time in shopping malls -Malls are emphasizing the entertainment value of shopping -Shift toward making malls become places people want to be, not just where they want to shop

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Direct Marketing Retail sales that occur someplace other than in the store More consumer shopping and buying activities are occurring outside the store Convenient for people not able to get to stores during store hours

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Direct Marketing Direct selling: any form of face- to-face contact between a salesperson and a customer away from a fixed retail location -door-to-door selling -in-home parties

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Direct Marketing Direct selling: any form of face- to-face contact between a salesperson and a customer away from a fixed retail location -door-to-door selling -in-home parties Direct mail ads

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Direct Marketing Direct selling: any form of face- to-face contact between a salesperson and a customer away from a fixed retail location -door-to-door selling -in-home parties Direct mail ads Direct mail catalogs

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Direct Marketing Telemarketing -outbound telemarketing -inbound telemarketing (1-800 numbers)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape Direct Marketing Telemarketing -outbound telemarketing -inbound telemarketing (1-800 numbers) Direct response ads: ads that require a direct response from consumers

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape E-Commerce

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. The Changing Retail Landscape E-Commerce Technology of electronic retailing determines what can be offered to consumers, but only consumers determine which technologies (or buying methods) will succeed Today, more people use the Internet for search and pre- purchase evaluation than purchase

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Consumer Resources: What People Spend When They Purchase Money Time Attention

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets People have “unlimited” money budgets: have potential to earn as much money as they want Money (unlimited)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets People have “unlimited” money budgets: have potential to earn as much money as they want People have limited time budgets: maximum of 24 hours per day Money (unlimited) Time (24 hours)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets As people work and make more money, leisure time decreases-- leading to increased value of time Timestyles: determines how consumers allocate their time

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets Time-using Goods

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets Time-using Goods Goods that require time to use, such as television or sporting equipment or events As consumer have less leisure time, they are often willing to spend more money to make the most of the leisure time they do have (travel or extreme sports)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets Time-saving Goods

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets Time-saving Goods Goods that decrease nondiscretionary time expenditures (such as chores) Housecleaning services or dish washers free up time to spend on leisure or other activities Some firms position products with time-saving benefits

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets Time Prices

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Time and Money Budgets Time Prices Products have economic prices as well as time prices How much time it takes to shop for, install, or use a product Firms sometimes use time prices in their ads (only takes 1 hour to install or deodorant takes 10 seconds to dry)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Polychronic Time Use Polychronic time involves combining activities simultaneously

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Polychronic Time Use Polychronic time involves combining activities simultaneously Trend has given rise to products: cellular phones (talk and walk or drive) fastfood (eat and drive) dentist beepers (wait for appointment and shop) prepared meals (shop for groceries and buy completed dinner at same store)

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Cognitive Resources Cognitive resources: mental capacity available for undertaking information-processing activities

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Cognitive Resources Cognitive resources: mental capacity available for undertaking information-processing activities Capacity: cognitive resources that an individual has available at any given time for processing information

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Cognitive Resources Cognitive resources: mental capacity available for undertaking information-processing activities Capacity: cognitive resources that an individual has available at any given time for processing information How much of this resource do consumers spend when shopping or making a purchase?

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Cognitive Resources Attention: allocation of cognitive resources

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Cognitive Resources Attention: allocation of cognitive resources In addition to paying money and time for purchases, consumers also pay attention Direction: focus of attention Intensity: the amount of capacity focused in a particular direction Role in advertising, POP displays, and care and use instructions

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Cognitive Resources Information overload may occur if too much information is provided, and it exceeds capacity What happens if too much information is included on package? Do consumers make poor decisions or stop processing? How much attention do consumers give to various products and purchases?

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Communicating with Consumers: Integrated Marketing Communications

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Integrated Marketing Communications (IMC) Coordinated marketing activities that often promote a brand and ultimately purchase activity Internet strategies can be integrated into the IMC program by having a similar look, feel, and message as other promotion elements

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Integrated Marketing Communications (IMC) IMC programs are comprehensive IMC programs are unified IMC programs are targeted IMC programs have coordinated execution of all the communications components of the organization IMC programs emphasize productivity in reaching targets when selecting communication channels and allocating resources

Roger D. Blackwell Paul W. Miniard James F. Engel Consumer Behavior Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc Sea Harbor Drive Orlando, Florida Copyright©2001 by Harcourt, Inc. All rights reserved.