• What is Marketing? • Value, Satisfaction, Loyalty • What is Consumer Behavior • Freud’s Theory • Three part structural model of mind • ID • Ego • Super Ego

Freud’s 12 Marketing Implications
• • • • • • • • • • • • Gratifying ID Extrinsic Cues Fetishism Sublimation Metaphoric Marketing Geographic Branding Colors Jingles/ Cartoons Oedipus and Elektra Complex Brand Personality Trill Brand Resonance

usually paid for and usually persuasive in nature. services.Advertising The structured and composed non-personal communication of information. about products (goods. and ideas) by identified sponsors through various media 4 .

The World of Advertising Defining advertising: Strategic Communication driven by objectives and these objectives can be measured to determine if the ads were effective. 5 .

Functions of Advertising • • • • • • • Builds awareness of product/ brand Creates brand image Provides product/ brand information Persuades people Provide incentives to take action Provide brand reminders Reinforce past purchases/ brand experiences 6 .

and loyalty • To lower overall cost of sales . brand preference.Effects of Advertising as a Marketing Tool • To identify and differentiate products • To communicate information • To induce consumers to try new product and to suggest reuse • To stimulate distribution • To increase product use • To build value.

The Mandate for Effectiveness • Advertisers expect specific results that lead to sales • Effective ads deliver the message and receive intended response • ad must communicate a message that motivates consumers to respond in some way 8 .

What Makes an Ad Effective? • Effective ads work on two levels: consumers: satisfy their objectives by engaging them and remains in their memories advertisers: achieve marketing objectives which are usually related to growth and sales • Characteristics of effective ads: – Strategy – Creativity – Execution 9 .

The Five Players of Advertising • Advertiser • Advertising agency – The advertising department – The in-house agency • Media • Vendors • Target audience 10 .

Types of Advertising • • • • • • • Brand advertising Retail/local advertising Direct-response advertising Business-to-business advertising Corporate advertising Public service advertising (PSA) Not for profit advertising 11 .

Objective of an Ad campaign • Brand Awareness • Ad recall • Consideration – intend to buy 12 .

Advertising In The Industrial Age Product differentiation Market segmentation Positioning .

The Interactive Age Mass media shifts to “segmentation” as technology empowers consumers 14 .

and Result in action . Hold interest.Types of Adverting • Informative – new products • Persuasive – competitive/ comparative ads • Reminder – Maturity stage AIDA MODEL: All advertising messages must follow AIDA Get attention. Arouse desire.

Elements/ Factors of Advertising What and Where to Say Strategy How to Say it Creative Idea Creative Execution Creative Media Use .

Turning ON the Human Brain .

“Is it significant to the customer? Does it get them involved? Is it intriguing to them?” .•The human brain will not create a memory unless something significant occurs. Involvement. •Look at your advertising and ask yourself. • There are three things that can get your customer's brain to click ON: Significance. You must create that something significant with your ad to get your customer's brain to pay attention and create a memory of your message. and Intrigue.

•There is no room in their brain for any other brand. •The lower the commitment in the marketplace.The human brain can be a little funny once a commitment is made. and attempts to win them away can only backfire. the more effective your long-term advertising will be. You don’t want to keep sending your direct mail piece to this customer. . •People can be fiercely loyal.

•If you let it get that far. it’s probably too late to win them back.How committed are your customers to your company? •There is often a substantial time gap between when a customer loses commitment and when they actually change companies. .

Gender and the Human Brain .

Men and women process information differently in their brains. you want very strong visual reinforcement in your advertisements. •Messages directed to males should be fairly simple and have a single theme. •If your audience is mostly male. . •Men respond better when text is reinforced by visual product demonstrations or visuals that show benefits.

•If women are your main audience. •In addition. •Women process verbally descriptive information better. then the text in the ad becomes more important. •The text should be richer and more descriptive. . ads for women should contain more written product information.

Words and the Human Brain .

Save. Free. But don’t get caught thinking that a magic word in your headline will get you a lot of new customers. . Your advertising must do much more than just use words that get attention. Money. Some of the strongest and most influential words in the English language are You.Research has shown us that the brain responds differently to different words. and the list goes on. Guaranteed. Easy. Sex. New.

• If you can connect on an emotional level. your competitors’ logic won’t work against your more emotional ads. . •Words that capture emotions are stronger than words that capture logic.Words are strongest when used abstractly. •if you can connect your product with words like “beauty” or “truth” or “love” or “faith”. then the prospect's emotions about these words take over.

Advertising and the Human Brain .

•A photo of an attack dog can cause real fear. and they experience real feelings. •The opposite sex can cause real lust. •The stimulus from the advertisement triggers a person’s instincts. .Effective advertising can actually trigger the same physical reaction that a real situation would. •A picture of a new baby can cause real joy.

• . •The pictures in the ad reinforce the product benefits.The advertiser hopes to attach those instinctual feelings to their product. •The product would enhance the positive instinctual feelings. •The advertiser links the psychological appeal of the ad's visual presentation to the product or service. •The prospect then relates the product to the positive instinctual feelings. or decrease the negative feelings.

•One of the best ways to fail in advertising is to send mixed and contrasting messages in your ads. •The mixed messages will confuse all but the most persistent readers. •A visual that creates lust when you are actually selling a product that decreases fear is a mismatch.•A visual that gets attention but does not match the message won’t work as well as a visual that shows and demonstrates product benefits. .

Now let's get a little more complicated. not a benefit. not a benefit. • A low price is a feature. • What your customers can do with the money they save is the benefit. .Benefits Versus Features • The extra strong motor on your new vacuum cleaner is a feature. •The fact that all the dirt will be removed from your carpet is the benefit.

•But if you say "Save Enough Money To Take An Extra Vacation". you have not given your customers anything to think about. .Example: If you just say "save money". •A "one year guarantee" is fine. • A great guarantee is also not a benefit. •The security and peace of mind that your guarantee provides is the benefit.A Great Big Benefit. but not worrying about being stranded at the side of the road on a dark and stormy night because your car won't start is the benefit. you have really given them something to think about .

People buy benefits. not features. not features. “Three Hours To Relax In The Hammock” is a benefit. and ask the question “What does this do for me?” for each feature The answer is the BENEFIT to the customer. “Saves Three Hours” is a feature. . People get emotional over benefits.Find The Benefits • Make a list of all the features of your products or services • Now pretend you are the customer.

Advertising Icons .

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