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wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
wearedbp.com : Marketing Communications Psychology
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wearedbp.com : Marketing Communications Psychology

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  • 1. MARKETINGCOMMUNICATIONSPSYCHOLOGYIvan Fernandes,Global Digital Leader & Consumer PsychologistTWITTER: @IVAN2012EMAIL: IVANUSFERNANDUS@HOTMAIL.CO.UKLINKEDIN: HTTP://WWW.LINKEDIN.COM/IN/IVANFERNANDESWPP
  • 2. UNDERSTANDING CONSUMERS’ IS A CRITICAL ELEMENT INDEVELOPING SUCCESSFUL MARKETING COMMUNICATIONSTRATEGIES.
  • 3. FeelingsSTIMULI PLACED IN CONSUMERS’ ENVIRONMENT…MarketingCommunicationsEnvironmentOnlineOff-LineConsumerAffectCognitionBehaviourThoughtsActions…DESIGNED TO INFLUENCE THEIR AFFECT, COGNITION, ANDBEHAVIOUR.
  • 4. Social Stimuli Physical StimuliSocial ClassCultureReference GroupsFamilyStoreProductAdvertisingOwned PropertiesConsumerChange consumers’ feelings, thoughts and actionsInfluenced byMacro Social Micro Social Spatial Non-SpatialTHE ENVIRONMENT REFERS TO ALL THE PHYSICAL AND SOCIALCHARACTERISTICS OF A CONSUMERS’ EXTERNAL WORLD.
  • 5. Situation EnvironmentInformationAcquisitionResearching Pre- PurchaseShopping Purchase ConsumptionAdvertisingSales PromotionPersonal SellingMarketing Communications influenceStore ContactProduct ContactFunds AccessFinal TransactionAction Customer SatisfactionDispositionDisposalRepairs and Services QualityCorporateResponsibilitySITUATION IS ALSO IMPORTANT FOR MARKETING COMMUNICATIONSSUCCESS…
  • 6. Understandconsumptionand itsmeanings1-to-1 interviewFocus GroupCulturalPsychologyUnderstandconsumerdecision makingprocessSurveysConsumer TestingConsumerPsychologyUnderstandconsumerchoice andbehaviourData AnalysisPredictive ModellingDataPlanningACHIEVING MARKETING OBJECTIVES DEPENDS ON KNOWING,SERVING AND INFLUENCING CONSUMERS.
  • 7. CONSUMER COGNITION AND AFFECTIVE ARE ACTIVE INEVERY ENVIRONMENT.
  • 8. MOST ASPECTS OF THE ENVIRONMENT ARE POTENTIALINFORMATION FOR CONSUMERS TO MAKE DECISIONS. BUTCONSUMERS’ NEED TO PROCESS THIS INFORMATION.MarketingCommunicationsEnvironmentConsumer InterpretAttentionNewinformationAttitudes &intentionIntegrateBehaviour
  • 9. HOW CONSUMERS’ EVALUATE A BRAND, PRODUCT ORSERVICE DEPENDS ON HOW CONSUMERS’ PERCEIVE IT.
  • 10. CONSUMERS’ MUST INTERPRET RELEVANT MARKETING COMMUNICATIONS IN THEENVIRONMENT TO CREATE PERSONAL KNOWLEDGE.1CONSUMERS’ MUST INTEGRATE THIS KNOWLEDGE TO EVALUATE BRAND/PRODUCTOR POSSIBLE ACTIONS AND TO CHOSE AMONG ALTERNATIVE BEHAVIOURS.2CONSUMERS’ MUST RETRIEVE PRODUCT KNOWLEDGE FROM MEMORY TO USE ININTEGRATION AND INTERPRETATION PROCESSES.3
  • 11. INTERPRETATIONINTEGRATIONKNOWLEDGEEXPOSUREATTENTIONCOMPREHENSIONOVERALL EVALUATIONMAKE CHOICESINTENTION OR PLAN TOBUYPRODUCT CLASSPRODUCT FORMBRANDFEATURESDecision Making Process
  • 12. IT IS IMPORTANT FOR MARKETING PROFESSIONALS TOUNDERSTAND HOW CONSUMERS’ INTERPRET AND INTEGRATETHEIR MARKETING STRATEGIES.
  • 13. MARKETING COMMUNICATION STRATEGIES MUST NOT ONLYAFFECT CONSUMER COGNITIONS, BUT ALSO THEIRBEHAVIOURS. ONLY THROUGH CONSUMER BEHAVIOUR THATSALES CAN BE MADE AND PROFITS CAN BE EARNED.
  • 14. TWITTER: @IVAN2012EMAIL: IVANUSFERNANDUS@HOTMAIL.CO.UKLINKEDIN: HTTP://WWW.LINKEDIN.COM/IN/IVANFERNANDESWPPIvan Fernandes,Global Digital Leader & Consumer PsychologistGet in touch for an informal chat...

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