#Mahmoud_Bahgat #Marketing_Club Join us by WhatsApp to me 00966568654916 *اشترك في صفحة ال Marketing Club* عالفيسبوك https://www.facebook.com/MarketingTipsPAGE/ *اشترك في جروب ال Marketing Club* عالفيسبوك https://www.facebook.com/groups/837318003074869/ *Marketing Club Middle East* 25 Meetings in 6 Cities in 1 year & 2 months Since October 2015 *We have 6 groups whatsapp* *for almost 600 marketers* From all middle east *since 5 years* & now 10 more groups For Marketing Club Lovers as future Marketers أهم حاجة الشروط *Only marketers* From all Industries No students *No sales* *No hotels Reps* *No restaurants Reps* *No Travel Agents* *No Advertising Agencies* *Many have asked to Attend the Club* ((We Wish All can Attend,But Cant..)) *Criteria of Marketing Club Members* ••••••••••••••••••••••••••••••••••••• For Better Harmony & Mind set. *Must be only Marketer* *Also Previous Marketing experience* ●Business Managers ●Country Manager,GM ●Directors, CEO Are most welcomed to add Value to us. ■■■■■■■■■■■■■■■■ 《 *Unmatched Criteria*》 Not Med Rep, Not Key Account, Not Product Specialist, Not Sales Supervisor, Not Sales Manager, ●●●●●●●●●●●●●●●●●● But till you become a marketer you can join other What'sApp group *Marketing Lover Future Club Group* ■■■■■■■■■■■■■■■■ 《 *Unmatched Criteria*》 For Conflict of Intrest *Also Can't attend* If Working in *Marketing Services Provider* =not *Hotel* Marketers =not *Restaurant* Marketers =not *Advertising* Marketer =not *Event Manager* =not *Market Researcher*. ■■■■■■■■■■■■■■■■ ■■■■■■■■■■■■■■■■ *this Club for Only Marketers* Very Soon we will have *Business Leaders Club* For Sales Managers & Directors Will be Not for Markters ●●●●●●●●●●●●●●●●●●●● ■ *Only Marketers* ■ *& EPS Marketing Diploma* ●●●●●●●●●●●●●●●●●●●● Confirm coming by Pvt WhatsApp *To know the new Location* *#Mahmoud_Bahgat* 00966568654916 *#Marketing_Club* http://goo.gl/forms/RfskGzDslP *اشترك بصفحة جمعية الصيادلة المصريين* عالفيسبوك https://lnkd.in/fucnv_5 ■ *Bahgat Facbook Page* https://lnkd.in/fVAdubA ■ *Bahgat Linkedin* https://lnkd.in/fvDQXuG ■ *Bahgat Twitter* https://lnkd.in/fmNC72T ■ *Bahgat YouTube Channel* https://www.Youtube.com /mahmoud bahgat ■ *Bahgat Instagram* https://lnkd.in/fmWPXrY ■ *Bahgat SnapChat* https://lnkd.in/f6GR-mR *#Mahmoud_Bahgat* *#Legendary_ADLAND* www.TheLegendary.info

1. WhatpeopleseeinAdvertising

3. Now you see me
What people see in advertisingBy Dr . Mahmoud Raafat
Brand Manager
What people see in Advertising

4. How can I make you see me
• What people see ?
• What people want to see ?
• What do we want people to see ?
• Psychology of people
• Consumer behavior

5. DOCof costumer
drivers of choice
- Factors which influence the consumer mood and purchasing process to serve our
marketing message
- To identify DOC
• U&A study ( usage and attitude )
• CSR (corporate social responsibility )
want – need – demand
Up market – down market

6. DMP
decision making process
Post purchase
Behavior
Expectation vs actual value
Purchase
Online - Retail
Evaluation
of Alternatives
Affective – Attitude – Attribute
Information Search
Formal – Informal
Internal – External
Problem Recognition
Actual ----- desired
Active – Passive
Cultural, Social,
Individual and
Psychological
Factors
affect
all steps

7. Consumer Purchase process based on
• Affective – by emotion
• Attitude – by loyalty – life style
• Attribute - by logical thinking

8. Types of buyers ( Purchasing )
Retail Online
Social Introvert
Active Lazy
Risk avoider Risk taker
Elderly young
Outer directive Inner directive

9. Perceived risk ( Post Purchasing )
• Performance risk ( quality)
- celebrity , money back , guarantee , branding
• Physical risk (safety)
- awareness
• Financial risk
-cost effective – cheapest place – can I afford
• Ego risk (branding – celebrity)
• Social risk

10. Factors Influencing buying Decisions
Social
Factors
Individual
Factors
Psycho-
logical
Factors
Cultural
Factors CONSUMER
DECISION-
MAKING
PROCESS
BUY /
DON’T BUY

14. Components of culture

15. How can you see me

18. Selective exposure (AD Avoidance)
•Fast forwardZipping
•Change the channelZapping
•Sound offMuting

19. To overcomeAD avoidance
(clutter)
We make the ISOLATION process
Different according its position

20. Radio: 2 seconds of silence between theAds to give the chance to think
about it
Retails :
bulgingshelf (Merchandizing)
Lightening
Vertical blocking
Cross promotion
TV : moving bar – Product replacement

21. Vertical blocking
Merchandising
Lightening

22. Product Replacement

23. Press and bill board
• Stimulus factor
- Size
- Attractive visuals
- Movement
- Position
- Colors
- Figure ground ( 3D )
- Novelty
• Individual factors
• Situational factor

30. Motive Trio of needs
- Need of achievement
- Need of power
- Need of affiliation
Conscious –
subconscious
Positive – negative
Internal – external
Emotional - rational
Need Motive Action

31. Theories of motivation for
wearing clothes
- Modest theory – to cover
- Immodest theory – to uncover
- Protection theory
- Adornment theory – decoration and fashion

49. RED
Red: Human, Exciting, Hot, passionate, strong.
1. Makes food smell better.
2. Coffee in a red can perceived as rich.
3. Women have a preference for bluish red.
4. Men have a preference for yellowish red.
5. Coca cola owns red.
6. Red stimuli appetite.

52. Red color
• Increases heart rate
• Used by restaurants to stimulate appetite
• Creates urgency often seen in clearance sales

53. • This color is also associated world wide with the word
“stop” or it is dangerous to move now in traffic.
• The kitkat brand used this cleverly, Like if the color says
when you are overloaded of life you need to “stop”
KitKat

55. • Optimistic and youthful
• The easiest color for the eye to process
• Often used to grab attention in window shoppers.

56. • TheYellow color is associated with happiness, optimism,
sunshine and creativity.
• Nikon uses this color in its logo reflecting all those
meanings.

60. Facebook: uses dark blue that
reflects trust and intelligence

61. uses bright blue that reflect strength and coolness.

62. Twitter: uses light or sky blue that
reflects peace

63. CITIBANK
• CITIBANK used the blue color to reflect security and
safety

65. Orange
• Powerful,Affordable, Informal.
1. DrawsAttention quickly.

66. orange
Powerful, Affordable, Informal.
DrawsAttention quickly.

68. Green
• It is also linked to people minds as a
charity color.
• Green is the safety gesture to most
people, that’s why it is commonly
used in fund growth ads.

69. GREEN
GREEN & Marketing
• Associated with wealth , growth and health.
• The easiest color for the eye to process
• Often seen in stores for relaxation, used in ecological
and organic products.

71. PINK

72. Purple
PURPLE & Marketing
• Used to sooth and calm .
• Often seen in beauty , or anti aging products.

73. Purple

74. BLACK
BLACK & Marketing
• Powerful
• Used to market luxury products

75. BLACK

76. Grey
GREY & Marketing
• Expensive , high technology and elite.
• Used in high tech products ( mobile phones , cars
,TV and other electronics) and elite products.

77. Grey

78. Tide Use of Colors:
•Tide uses the Colors Blue and Orange as blue
gives the consumer the feeling of cleanliness
and the Orange color symbolize dynamic
energy and power.
•By using the mix of these two colors Tide
manage to convey the message of “the high
power of cleanliness”.
•This talks to the Consumer’s Id and convince
him that tide has the highest cleanliness power
so he will buy it instead of competing brands.

79. Colored Mac brand identity
Apple produced colored I Mac that helps in
Reinvigorated the brand and saved the
company from two years of losses 1.8 Billion
Euros

80. Two different color schemes green and orange
What does each color mean??

81. FedEx's
• Two different color schemes are the best examples of the "universal" symbolism of colors.
• Green communicates ground services; orange communicates the high energy and speed of
air transportation.

82. Q & A
Thanks a lot