wearedbp.com : Marketing Communications Psychology

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wearedbp.com : Marketing Communications Psychology

  1. 1. MARKETINGCOMMUNICATIONSPSYCHOLOGYIvan Fernandes,Global Digital Leader & Consumer PsychologistTWITTER: @IVAN2012EMAIL: IVANUSFERNANDUS@HOTMAIL.CO.UKLINKEDIN: HTTP://WWW.LINKEDIN.COM/IN/IVANFERNANDESWPP
  2. 2. UNDERSTANDING CONSUMERS’ IS A CRITICAL ELEMENT INDEVELOPING SUCCESSFUL MARKETING COMMUNICATIONSTRATEGIES.
  3. 3. FeelingsSTIMULI PLACED IN CONSUMERS’ ENVIRONMENT…MarketingCommunicationsEnvironmentOnlineOff-LineConsumerAffectCognitionBehaviourThoughtsActions…DESIGNED TO INFLUENCE THEIR AFFECT, COGNITION, ANDBEHAVIOUR.
  4. 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. 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. 6. Understandconsumptionand itsmeanings1-to-1 interviewFocus GroupCulturalPsychologyUnderstandconsumerdecision makingprocessSurveysConsumer TestingConsumerPsychologyUnderstandconsumerchoice andbehaviourData AnalysisPredictive ModellingDataPlanningACHIEVING MARKETING OBJECTIVES DEPENDS ON KNOWING,SERVING AND INFLUENCING CONSUMERS.
  7. 7. CONSUMER COGNITION AND AFFECTIVE ARE ACTIVE INEVERY ENVIRONMENT.
  8. 8. MOST ASPECTS OF THE ENVIRONMENT ARE POTENTIALINFORMATION FOR CONSUMERS TO MAKE DECISIONS. BUTCONSUMERS’ NEED TO PROCESS THIS INFORMATION.MarketingCommunicationsEnvironmentConsumer InterpretAttentionNewinformationAttitudes &intentionIntegrateBehaviour
  9. 9. HOW CONSUMERS’ EVALUATE A BRAND, PRODUCT ORSERVICE DEPENDS ON HOW CONSUMERS’ PERCEIVE IT.
  10. 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. 11. INTERPRETATIONINTEGRATIONKNOWLEDGEEXPOSUREATTENTIONCOMPREHENSIONOVERALL EVALUATIONMAKE CHOICESINTENTION OR PLAN TOBUYPRODUCT CLASSPRODUCT FORMBRANDFEATURESDecision Making Process
  12. 12. IT IS IMPORTANT FOR MARKETING PROFESSIONALS TOUNDERSTAND HOW CONSUMERS’ INTERPRET AND INTEGRATETHEIR MARKETING STRATEGIES.
  13. 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. 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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