Paying With Attention: The Buying Decision Process In Video Production Advertising

The buying decision process is the first part of gaining a potential customer. As video production specialists, it is imperative to understand this aspect of buyer psychology to correctly utilize video advertising.

Need Recognition

According to brand strategist Anthony Miyazaki, the first step in this process is the need or desire for something. In video production, this may be a video advertisement that the potential buyer sees online, which creates a need or desire for that advertised product. Using the iPhone as an example, the buyer might think the following:

• Is this phone popular?

• Is it better than my phone?

• Maybe I will replace my phone

Formulation

The potential buyer begins searching for ways to fulfill the need. In this case, they may begin searching online for the new iPhone, or maybe they look at reviews and opinions about the product. This could include comparing brands

Attribute Processing

The buyer will also do an alternative evaluation, which may include feature processing, in which the buyer will compare different features on products to make a decision. The buyer may also conduct model processing, in which they pick one model and look at its various features.

Purchase

The buyer may choose to purchase and make an evaluation of the product, which may result in long-term loyalty to the brand if satisfied.

In advertising, it is important that video production teams understand the buying process and how it impacts video marketing.