Marketing is understood to mean the sale and purchase of goods and services but it is too narrow view to understand it. These slides will be helpful yo understand the broader view of it
My ppt is about how a marketer create a brand and what criteria used a make a effective brand and what action take in brand strategies ! Also explain about brand repositioning !
if u like my view on brand position then share it !
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
Marketing is understood to mean the sale and purchase of goods and services but it is too narrow view to understand it. These slides will be helpful yo understand the broader view of it
My ppt is about how a marketer create a brand and what criteria used a make a effective brand and what action take in brand strategies ! Also explain about brand repositioning !
if u like my view on brand position then share it !
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
This presentation shall help you with the basics of the Direct Marketing to boost Revenue. As a management faculty this presentation was prepared for academic purposes having practical insights.
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
This presentation shall help you with the basics of the Direct Marketing to boost Revenue. As a management faculty this presentation was prepared for academic purposes having practical insights.
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self-concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us.
A complete presentation on Consumer Buying Behavior for MBA and BBA students to study importance and features of consumer buying behavior, Buying roles, factors affecting buying decisions and Buying process,
This study determines the first recall versus choice behaviour of various consumers possessing different demographic traits for FMCG product namely toothpaste. As per the results, females, unmarried people, low aged group, less educated group and housewives should be the targeted group of companies as these are the consumers in which the habit of first recall versus choice is more found. Thus marketing managers are required to concentrate on creating loyalty among this segment of consumers.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
2. Agenda
• Consumer Behavior & Manipulation Definitions
• Tactic of Manipulating Emotions
• Research, Examples, Consumer Response & Ethical Concerns
• Tactic of Using Psychological Needs and Self – Esteem
• Research, Examples, Consumer Response & Ethical Concerns
• Analysis
• Recommendations for consumers and organizations
• Questions
3. Definitions
• Consumer Behavior
• “the study of individuals and organizations and how they select and use products and
services. It is mainly concerned with the psychology, motivations, and behavior” (Smith,
2016).
• Manipulation
• “to control or play upon by artful, unfair, or insidious means especially to one’s own
advantage” (Merriam – Webster, 2018).
• “that which attempts to play upon others’ hopes or fears to attain selfish ends while
disregarding their aspirations or well – being” (Manral, 2011).
4. The Tactic of Manipulating Emotions
• Emotions and Consumer Decisions
• One wakes up to go to work in order to make money to be able to afford daily living and luxuries.
• One goes to the dentist for semi-annual appointments.
• One reads the paper, watches the news or checks out social media for information.
• One takes dogs or kids to the park on the weekends.
• One cleans up after partners, family members or friends.
• Emotional Appeal
• Fear, Uncertainty, Doubt (FUD)
• Sex Sells
5. Examples of Advertisements Manipulating
Emotions
‘Daisy’ Ad Virginia Slims Ad
Figure 1. When LBJ’s Infamous ‘Daisy’ Ad Changed Politics Forever (Hart & Brown, 2014). Figure 2. You’ve Come A Long Way, Baby: Virginia Slims Advertising Year By Year (Lowbrow, 2016).
6. Examples of Advertisements Manipulating
Emotions cont.
Burger King Ad
Figure 2. Sex Sells, 50 Creative Sexual Advertisements (Inspirationfeed, n.d.)
7. Consumer Response & Ethical Concerns
Consumer Response
• Outraged and fed up
• Experience over story telling
• Honest and truthful?
• Research on color effects
• Manipulation vs. Persuasion
Ethical Concerns
• Color effects and manipulation
• Red car vs. blue car
• Music
• Subconscious manipulation
• Consumers can’t protect themselves
8. The Tactic of Using Psychological Needs and
Self -Esteem
Maslow’s Hierarchy of Needs
• “Theory of Human Motivation”
• Psychological and Self – Fulfillment needs
differ per person
• Exclusive Groups
• Prestigious Brands
• Strategic Messaging
Figure 4. Maslow’s Hierarchy of Needs (Jones, 2017)
9. Examples of Advertisements Manipulating
with Psychological Needs and Self -Esteem
Marines Ad American Express Ad
Figure 5. The Few The Proud (Pinterest, n.d.) Figure 6. When Companies Don’t Protect Their Brands – Will the Real Black Card Please Stand Up? (Hasan, 2010).
10. Examples of Advertisements Manipulating
with Psychological Needs and Self –Esteem
cont.
COVERGIRL Ad
Figure 7. Sofia Vergara CoverGirl 2012 Celebrity Endorsement Ads. (Pinterest, n.d.)
11. Consumer Response & Ethical Concerns
Consumer Response
• No real issue (Psychological)
• Autonomy over decision of needs
• Issue with Self – Esteem
manipulation
• Beauty Industry standards and use of
Photoshop
Ethical Concerns
• Pressure for young girls to mimic
unrealistic body standards
• Some will go to extremes to achieve
standards that play on self – esteem
12. Analysis
Recommendations for Marketers
• Cease research on manipulative
measures to influence purchasing
(colors) and research most important
product or service aspects and be
transparent
• Encourage brands to display realistic
standards, product features, and cease
use of Photoshop
Recommendations for Consumers
• Always research the company and
product, read reviews, and leave
reviews for other potential buyers
• Understand what drive YOU to feel
fulfilled, decide what boosts your self
– esteem and why
• Have a realistic understanding of what
the product can do for you
13.
14. References
Smith, Kit. (2016, October 28). How to Understand and Influence Consumer Behavior. Retrieved from https://www.brandwatch.com/blog/how-understand-influence-consumer-behavior/
Manral, Kiran. (2011). Manipulative Advertising. Retrieved from http://www.theadvertisingclub.net/index.php/features/editorial/3260-manipulative-advertising
(n.d.) Definition of Manipulate. Retrieved from https://www.merriam-webster.com/dictionary/manipulate
(n.d.) Emotional Appeals. Critical Thinking. Retrieved from http://www.cogsci.rpi.edu/~heuveb/teaching/CriticalThinking/Web/Presentations/EmotionalAppeals.pdf
Rosenthal, Robert. (2014). 5 Psychological Tactics Marketers Use to Influence Consumer Behavior. Retrieved from https://www.fastcompany.com/3032675/5-psychological-tactics- marketers-
use-to-influence-consumer-behavior
Mulvey, Jeanette. (2012). Why Sex Sells…More Than Ever. Retrieved from https://www.businessnewsdaily.com/2649-sex-sells-more.html
Hart, Alexandra and Brown, David. (2014). When LJB’s Infamous ‘Daisy’ Ad Changed Politics Forever. Retrieved from http://kut.org/post/when-lbjs-infamous-daisy-ad-changed-politics-
forever
15. References
Lowbrow, Yeoman. (2016). You’ve Come A Long Way, Baby: Virginia Slims Advertising Year By Year. Retrieved from https://flashbak.com/youve-come-a-long-
way-baby-virginia-slims-advertising-year-by-year-365664/
(n.d.) Sex Sells, 50 Creative Sexual Advertisements. Retrieved from http://inspirationfeed.com/sex-sells-50-creative-sexual-advertisements/
Jones, Tyler A. (2017). Maslow’s Hierarchy of Needs. Retrieved from https://journal.thriveglobal.com/maslows-hierarchy-of-needs-5b021e203e34
(n.d.) The Few The Proud. Retrieved from https://www.pinterest.com/pin/561613016003068486/
(n.d.) When Companies Don’t Protect Their Brands – Will the Real Black Card Please Stand Up? Retrieved from
https://ideasinspiringinnovation.wordpress.com/2010/03/08/when-companies-dont-protect-their-brands-will-the-real-black-card-please-stand-up/
(n.d.) Sofia Vergara CoverGirl 2012 Celebrity Endorsement Ads. Retrieved from https://www.pinterest.co.uk/pin/472103973415820554/
16. References
Jagdish, N. Sheth. (1985). History of Consumer Behavior: A Marketing Perspective. Retrieved from
http://www.cfs.purdue.edu/richardfeinberg/csr%20331%20consumer%20 behavior%20%20spring%202011/readings/history%20of%20consumer%20behavior.pdf
Eyal, Nir. (2012). The Art of Manipulation. Retrieved from https://www.forbes.com/sites/nireyal/2012/07/02/the-art-of-manipulation/#22f7cec05009
(2014). Model Calls For A Burger King Boycott After She Was Featured In A Sexually Suggestive Ad. Retrieved from http://www.foxnews.com/food-
drink/2014/08/13/model-calls-for-burger-king-boycott-after-was-featured-in-sexually-suggestive-ad.html
Jonas, Matthew. (2017). Appealing To The Top Of The Psychological Hierarchy. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2017/05/18/appealing-
to-the-top-of-the-psychological-hierarchy/#428a59d6885e
Chalabi, Mona. (2015). What Percentage of Americans Have Served In The Military? Retrieved from https://fivethirtyeight.com/features/what-percentage-of-americans-
have-served-in-the-military/
Hasan, Dian. (2010). When Companies Don’t Protect Their Brands – Will The Real Black Card Please Stand Up? Retrieved from
https://ideasinspiringinnovation.wordpress.com/2010/03/08/when-companies-dont-protect-their-brands-will-the-real-black-card-please-stand-up/
Swinson, Jo. (2011). False Beauty in Advertising and the Pressure To Look ‘Good’. Retrieved from
http://www.cnn.com/2011/OPINION/08/08/swinson.airbrushing.ads/index.html
Editor's Notes
Emotions & Consumer Decisions
* Emotions drive consumers to make decisions every day
1. One wakes up to go to work in order to make money to be able to afford daily living and luxuries. (happiness)
2. One goes to the dentist for semi-annual appointments. (fear)
3. One reads the paper, watches the news or checks out social media for information. (curiosity, knowledge)
4. One takes dogs or kids to the park on the weekends. (happiness)
5. One cleans up after partners, family members or friends. (love, anger)
Emotional Appeal
* Appeal to fear, desire, anger/outrage, humor, guilt/shame, pride/vanity/flattery, indignation, pity, disrespect, reverence, reciprocation, revenge, etc.
FUD – used to persuade consumers to stay away from even considering other competitor’s products. Can be so powerful that other products can be completely ignored (ex. – GMO vs. non-GMO products, organic vs. inorganic – toxins in body = fear)
Sex sells – most effective when used for low risk/impulse purchases (gum, candy, drinks, etc.) use of sex in advertisements for each industry (Health & Hygeine @ 38%, Beauty @ 36%, lowets, Entertainment @ 21%)
Here are a few examples……
‘Daisy’ (FUD) – Lyndon B. Johnsons vs. Barry Goldwater “These are the stakes. To make a world in which all of God’s children can live, or to go into the dark. We must either love each other, or we must die.”
Virginia Slims (Happiness, Anger, Liberation, Sex Appeal, Belongingness, Fear) – “In 1915, Mrs. Cynthia Robinson was caught smoking in the cellar behind the preserves. Although she was 34, her husband sent her straight to her room. Virginia Slims are slimmer that the fat cigarettes men smoke. They’re tailored slim to fit your hands, your lips, and your purse. And blended with the kind of flavor women like. Rich, mild Virginia flavor. Extra Long. Light one up.”; “You’ve come a long way, baby”;
( Ad not shows)“I thik women are inferior to men” “I think women got no business votin’ or smokin’.” The third man says, “I think I just swallowed a seed.” Then the beautiful and slim woman in the front says,”Too bad he wasn’t eating avocados “ (humor, power, beauty, freedom)
Burger King Ad (Sex Appeal) (Singapore) – “blow your mind away. Fill your desire for something long, juicy and flame-grilled with the New BK Super Seven Incher”; good or bad publicity, Burger King was talked about
Exclusive Groups
Exclusive groups can vary from consumers who own a Rolex, to people who are Navy Seals, and those who have climbed Mount Everest
Exclusive groups bring joy and a sense of accomplishment to consumers
Prestigious Brands
Owning something from a prestigious brand means the consumer is part of an exclusive group. Prestigious brands are those that promote the idea of exclusivity
Strategic Messaging
Without strategic messaging, exclusivity is lacking and less appealing.
For example, owning and operating a small business makes the owner part of an exclusive group. Why? Because the public has been taught that if one owns a business, they are contributing to the community, the larger economy, offering a desirable product or service to the public and making money by doing what you love. However, if the concept of owning a small business is broken down, anyone can have an idea, anyone can lease a building, anyone can put a price on something, and anyone can make money. The exclusivity is shown through messaging, captions, slogans, and images. Without this strategy, exclusive groups wouldn’t appeal to the psychological needs and self – esteem
Marines Ad
Exclusive Group – Smallest U.S. Miolitary division with 186,000 active duty members and 38,500 reserve members (compared to 3.1% of Americans served in Army, 0.8% Marines)
Tough training, missions = exclusive
“The Few. The Proud.” slogan invokes sense of prestige and respect. Few = exclusive, Proud = fulfilling self – esteem and psychological needs
American Express Ad
“Membership has its privileges”
No credit card label, instead, it’s a charge card – customers have memberships
Commercial example - American Express member is shown at the airport after missing a flight, but is lucky enough to get the last seat on the plane and it’s in first class. Once the plane lands, he is surrounded by other travelers curbside waiting to catch a cab. He scans the road and is waived over by a cab driver, another ‘privilege’ shown
Privelage, belongingess, group
Why do I love clean? Because the clean look is sexy!”. By using Vergara as the model and glamourizing her perfect looking skin, Covergirl is playing on the self – esteem of consumers, specifically majority female consumers, and their desire to look beautiful
Self – esteem and desire to look beautiful
Autonomy – example – Marines doesn’t appeal to me
¼ womem are depressed about their body
1/3 women would give up a year of their life to achieve their perfect body
½ women – hardest things about being female is constant struggle and pressure to look good
Calvin Klein – Barbie, constant images of unrealistic body types and standards of beauty