As an agency, for years I always thought that attitude dictated behavior.  We usually grow up in an environment where we learn our attitude about certain things, thus dictating our behavior.  What I’ve learned, is that behavior can dictate attitude as well.  What we experience in life, or in our purchases, can definitely dictate our attitudes.  If you were to purchase something that your wife purchased, even thought it was defective; and you bought it anyway, that would definitely affect your attitude.  Therefore, your behavior dictated your attitude in that instance.  Your experience taught you that you should not have bought the same thing, i.e., “I knew better.”

The consumers attitude toward the behavior would be that they paid more for the product, because now they have to replace a defective (by perception) product with something else.  The consumer’s negative reinforcement has just kicked in.  The consumer’s behavior would fall into whichever loyalty group reflected their perception of risk.  If their attitude was that they were not loyal to any brand, they would not be attached to it; therefore there would be some variation of risk.  If the consumer had a very high attachment to a particular brand, they would be attached to it, and most likely purchase with little risk.

The consumer will normally buy from brands that are acceptable to them, and this can be due to brands that they knew, trusted and grew up with (attitude dictating behavior), or brands that they have bought, were willing to try, and were within their range of acceptance and worked out (behavior dictating attitude).  The attitudinal and behavioral patterns that the consumer displays are either observed or learned.  Therefore the answer to the post question would have to be whatever stimulus triggered the consumer first.

The key thing in advertising then, is to know your target audience.  It is how we address the potential consumer with what they are looking for.  As we’ve covered above, perception is reality.  For those who are locked into thinking otherwise, a wise Professor of mine (Schaumann), gave me the fable of the playgound pole on a wintery day.  Once that tongue has attached itself, you will definitely learn that particular behavior will dictate your attitude!  The same with your advertising. 

If you present that you are unique, the perception will be that you are.  If you present that you are luxurious, again, the perception will be that you are.  The key to this, is that your staff is trained to go along with the flow of your advertising message.  Going into 2010, the walk must match the talk!

Okay, here’s a formal definition of each term:

Advertising:  The paid, public, and non-personal announcement of a persuasive message by an identified sponsor to its existing and potential customers.

Marketing:  The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers.

So, by these definitions, it’s fairly easy to see how they differ from one another.  Advertising is simply a single component (that means one) of the marketing process.  It’s the part involving getting your message out to the masses, and includes such strategies as ad placement, frequency, etc.  It’s placement in TV, radio, newspapers, billboards, direct mail, and even internet ads. 

Advertising is the largest portion of your overall marketing plan, with public relations second, then R&D.  Advertising is only one element in your overall strategy.  It must not only work independently, but in relationship with the rest of your marketing plan towards the bigger goal.  That goal is more business. 

The marketing process takes a lot of time and many hours of research to set a plan into action.  Your advertising agency should be able to take the goals of your business, put together a total plan, have your advertising complement your marketing, and bring you some success.  If an agency promises you “guaranteed” results, you should probably run.  While we as agencies have certain tools at our disposal, there is no program that will guarantee us anything.  You should go with an agency that you trust and feel that you work with well.