Demand Recognition
According to Riley (2012) said that, the first step of
consumer decision making process is demand recognition. There
are two ways to stimulate customers to buy products, one is customer's own
needs, and the second is the external stimulus. A consumer may be exposed to
any types of stimulus, effective communication tool will attract consumers
decide to purchase products. For many customers,
the most effective and direct stimulation are Advertising and Sales promotion. Advertising is any paid or non-paid form of communications
and is the primary communication tool. Advertising includes various media
vehicles such as Television, outdoor, digital, print ads etc. Sales promotion
is a direct form of communication tool which connects directly to the customer.
It is a widely used communication tools and is used most in the Fast-Moving
Consumer Goods and Retail industry.
In the Hierarchy of Effects Model, the first step is awareness. In the case of Oreo advertising the customer becomes aware of the product through advertising. This is a challenging step; there is no guarantee that the customer will be aware of the product brand after they view the advert. Customers see many adverts each day but will only remember the brand of a tiny fraction of products. Consumer becomes product aware and gathers product knowledge; it is a kind of cognitive thinking. So, Oreo can through attractive music and different advertising elements stimulate customers, in order to impact customer purchase behavior. Humor and Music strategy are more suitable for Oreo brand image and target market culture. The advantages of humor can piques customer interest and elevates mood as well as increases customer comprehension. When it use in international environment, humor often rooted in culture. Humor factors are varies across countries. So, it is difficult to achieve a good humor in every country. On the other hand, Oreo advertising humor factors should focus on product. Oreo advertising use music will connects with emotions, and memories has intrusive value and gains attention. Music help to increases the retention of visual information and stored in long-term memory. Oreo advertising can use existing songs or other popular songs, Consumers have affinity with these music. Social media is changing customer loyalty programs also by identifying problems through monitoring what people are saying about their brands (Customer Loyalty, 2013).
In the Hierarchy of Effects Model, the first step is awareness. In the case of Oreo advertising the customer becomes aware of the product through advertising. This is a challenging step; there is no guarantee that the customer will be aware of the product brand after they view the advert. Customers see many adverts each day but will only remember the brand of a tiny fraction of products. Consumer becomes product aware and gathers product knowledge; it is a kind of cognitive thinking. So, Oreo can through attractive music and different advertising elements stimulate customers, in order to impact customer purchase behavior. Humor and Music strategy are more suitable for Oreo brand image and target market culture. The advantages of humor can piques customer interest and elevates mood as well as increases customer comprehension. When it use in international environment, humor often rooted in culture. Humor factors are varies across countries. So, it is difficult to achieve a good humor in every country. On the other hand, Oreo advertising humor factors should focus on product. Oreo advertising use music will connects with emotions, and memories has intrusive value and gains attention. Music help to increases the retention of visual information and stored in long-term memory. Oreo advertising can use existing songs or other popular songs, Consumers have affinity with these music. Social media is changing customer loyalty programs also by identifying problems through monitoring what people are saying about their brands (Customer Loyalty, 2013).