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What can we say when the consumer isn't just listening? (Sydney Edition)
Presented in Sydney on 6/9/11 for the ANU College of Business and Economics Alumni Breakfast Seminar Series
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This short document introduces an unknown woman and references her connection to selling houses, but provides no other identifying details. It also lists an address for Preservation Nation in Mount Horeb, Wisconsin.
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This document discusses various marketing methods for implementing services. It outlines that marketing is responsible for identifying, anticipating, and satisfying customer requirements profitably. It also discusses concepts like service-dominant logic which sees customer value as idiosyncratic, experiential, contextual, and meaning laden. Finally, it examines models for understanding service quality like the gaps model, which identifies four gaps between customer expectations and provider perceptions and delivery.
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Team Hughes and Dann argue that negative political advertising is damaging and driving voter cynicism. They propose that politics should be marketed more positively, like soap, to appeal to voters' emotions and clean up disillusionment. Data from positive political ads showed high audience interest and positive emotions like happiness and compassion. The future of politics requires selling positive policies and reinforcing benefits to cut through with optimism and build trust in candidates. Hughes and Dann advocate collaboration on measuring ad emotions and analyzing candidates' social media to advance positive political communication.
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