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CPM & HEM Positioning Approaches: Comparison & Examples

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  • 0:00 Marketing
  • 1:15 Consumer Processing…
  • 3:07 Hedonic Experiential…
  • 4:56 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Marketers trying to appeal to certain consumer behaviors would be wise to take a look at CPM and HEM positioning. In this lesson, you'll learn more about the two and see a few examples of it being employed successfully.

Marketing

When you prep your shopping list before going to the store, it may look something like this:

  • Bread
  • Milk
  • Eggs
  • Bacon
  • Potatoes

A few hours later, you've passed through the checkout line at your local grocer and take your bagged grocery to the car. Arriving home, you unload the groceries and discover a few items more than your list made it into your cart:

  • Ice cream
  • Potato chips
  • Candy bars
  • Microwave popcorn

No, these items did not magically appear in your shopping cart or wander their way into your home. You very likely were dealing with two types of consumer behaviors that influenced your buying decisions: a systematic process of buying the things you needed and a more emotion-driven process of buying things simply because they were fun or made you feel happy.

That's a pretty simplified explanation of the main concepts in this lesson - a look at two different types of positioning in consumer marketing. Marketers have a real interest in understanding how consumers process and respond to advertising and communications because understanding how people respond can help marketing professionals tailor messages they know will resonate. Let's take a deeper look at these two consumer behavior models.

Consumer Processing Model (CPM)

The Consumer Processing Model shows marketers how buyers make decisions in a rational, systematic, and reasoned way. This model generally follows a series of eight steps that consumers go through in making purchasing choices:

  1. Being exposed to marketing through an advertisement or commercial
  2. Paying attention to the marketing
  3. Comprehending the information presented
  4. Agreeing with what was comprehended
  5. Retaining accepted information in memory
  6. Retrieving information from memory
  7. Deciding from alternatives
  8. Acting on the basis of the decision

Marketers who want to appeal to consumers using this model typically use straightforward, matter-of-fact advertising, perhaps highlighting a product's benefits and characteristics.

One of the best examples of marketing directed at rational and reasoned decision-making is the approach used by consumer products manufacturer Procter & Gamble. Procter & Gamble is well-known for products such as Tide, Bounty, and Pampers. In marketing its products, Procter & Gamble chooses a simple approach designed to appeal to the rational side of a consumer. Your baby needs diapers, Pampers has you covered. You need to clean up spills efficiently in your kitchen? Try Bounty.

Using the eight-step model for buying diapers, the consumer journey may look like this:

  1. Sarah sees a commercial for Pampers.
  2. Sarah has a baby and pays attention to the commercial.
  3. Sarah comprehends that Pampers stops leaks.
  4. Based on previous experience, Sarah agrees with that claim.
  5. Sarah remembers the Pampers commercial.
  6. When she's at the store, Sarah remembers the Pampers commercial.
  7. Sarah has to make a choice between diaper brands.
  8. Sarah purchases the Pampers diapers.

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