Question

Why must the advertisers know the consumer's relevant evaluative criteria for their products? How do they use this information? [Note: The answer is not "...furnishes a powerful starting point for any advertising campaign..." This does not answer the question] ?

Answer 1

Consumer evaluates different products on the basis of certain criteria before making a purchase. Different purchase criteria can be price, quality, durability, functionalities, etc. A consumer evaluates a number of products on this basis of these criteria and then makes the final purchase decision. The advertisement is an important medium through which information is conveyed to consumers. Therefore, if an advertiser knows the relevant evaluative criteria through which a consumer evaluates different products, the advertiser would be able to design effective advertisements to highlights those criteria of the products. These would help in attracting the attention of the consumer.

This information can be used in order to design the product as well as convey the consumer that the product fulfills the various evaluative criteria of the consumer. In other words, advertisers would be able to design more effective advertisements to attract the attention of the consumers.