This document outlines key concepts related to communication, consumer behavior, and the consumer decision-making process. It discusses the human communication process and how it relates to advertising. It also describes various influences on consumer behavior, including motivations and levels of involvement. Additionally, it outlines the steps in the consumer purchase decision process, including need recognition, information search, evaluation, purchase, and post-purchase evaluation. Finally, it discusses concepts like perception, learning and persuasion, reference groups, and evaluative criteria that impact consumer decision making.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
Young Marketers Elite 3 - Assignment 2.1 - Nhóm 2 - Giang, Minh, Thy
1. Thế nào là need states? Cái gì gọi là Maslow needs? Cho ví dụ về brand đáp ứng nhu cầu của consumer trên từng level của Maslow needs. Về thương hiệu, có thương hiệu nào theo thời gian đáp ứng consumer những nhu cầu ở các level khác nhau của Maslow hay không - nếu có, cho ví dụ & thông tin để chứng minh. (40%)
2. Thế nào là need, thế nào là want? Cho ví dụ. Theo bạn, 1 thương hiệu sẽ đáp ứng consumer need hay want, tại sao?
3. Chỉ dành cho Eliters: Thế nào là secret needs, habitual needs, intuitive needs, un-anticipated needs, unconscious needs? Cho ví dụ (20%)
4. Thế nào là functional benefits, emotional benefits của 1 thương hiệu với consumer? Emotional benefits và functional benefits có liên quan đến nhau hay không? Cho ví dụ (20%)
The idea behind testimonial advertising is
that a prospective customer may be
favorably influenced to try a product
when it has been praised by another impartial consumer, or
by a known personality whom the consumer
may wish to emulate
7 Ways to Use Jedi Mind Tricks (aka Sales Psychology) in B2B SalesInsource Leads
7 Ways to Use Jedi Mind Tricks (aka Sales Psychology) in B2B Sales
The human mind is a quirky thing. Volumes have been written on the techniques of persuasion, and most are applicable to a career in B2B sales.
Don’t be mistaken… using sales psychology is not about tricking your prospects or pulling one over on them. It’s about leveraging natural human tendencies and psychological predispositions to help them acquire a solution that could benefit them.
The following SlideShare uncovers seven idiosyncrasies that salespeople can use to their advantage.
Selling More Over the Counter Medicine & Healthcare Products with Scent Marke...Jennifer Dublino
Scent marketing can significantly boost your sales and strengthen your branding in over the counter medicine, personal care and healthcare categories. Learn how it can encourage first time trials, invigorate iconic brands, reduce spillage from open containers and improve the customer experience.
Young Marketers Elite 3 - Assignment 2.1 - Nhóm 2 - Giang, Minh, Thy
1. Thế nào là need states? Cái gì gọi là Maslow needs? Cho ví dụ về brand đáp ứng nhu cầu của consumer trên từng level của Maslow needs. Về thương hiệu, có thương hiệu nào theo thời gian đáp ứng consumer những nhu cầu ở các level khác nhau của Maslow hay không - nếu có, cho ví dụ & thông tin để chứng minh. (40%)
2. Thế nào là need, thế nào là want? Cho ví dụ. Theo bạn, 1 thương hiệu sẽ đáp ứng consumer need hay want, tại sao?
3. Chỉ dành cho Eliters: Thế nào là secret needs, habitual needs, intuitive needs, un-anticipated needs, unconscious needs? Cho ví dụ (20%)
4. Thế nào là functional benefits, emotional benefits của 1 thương hiệu với consumer? Emotional benefits và functional benefits có liên quan đến nhau hay không? Cho ví dụ (20%)
The idea behind testimonial advertising is
that a prospective customer may be
favorably influenced to try a product
when it has been praised by another impartial consumer, or
by a known personality whom the consumer
may wish to emulate
7 Ways to Use Jedi Mind Tricks (aka Sales Psychology) in B2B SalesInsource Leads
7 Ways to Use Jedi Mind Tricks (aka Sales Psychology) in B2B Sales
The human mind is a quirky thing. Volumes have been written on the techniques of persuasion, and most are applicable to a career in B2B sales.
Don’t be mistaken… using sales psychology is not about tricking your prospects or pulling one over on them. It’s about leveraging natural human tendencies and psychological predispositions to help them acquire a solution that could benefit them.
The following SlideShare uncovers seven idiosyncrasies that salespeople can use to their advantage.
Selling More Over the Counter Medicine & Healthcare Products with Scent Marke...Jennifer Dublino
Scent marketing can significantly boost your sales and strengthen your branding in over the counter medicine, personal care and healthcare categories. Learn how it can encourage first time trials, invigorate iconic brands, reduce spillage from open containers and improve the customer experience.
Trends in user-centric design, interactive marketing, and a view of the agency world from the MBA perspective. Presented April 2007, Haas School of Business, UC Berkeley
This is my presentation for the National Fancy Food Show in San Francisco on January 18th, 2010. My seminar is titled "Marketing Food Brands with Emotional Firepower: How to Build Brand Preference and Sales. Visit my blog at www.wheatleytimmons.com/blog
Content Creation: The Ultimate “How To” Guide4Good.org
All of your online content should be created from the perspective of “Are you communicating your information in the most compelling and impactful way for your constituents?” We will review the strategy for content and messaging to be used in all marketing initiatives (website, blogging, social media, Search Engine Optimization, email, e-newsletters, brochures, etc.). At the end of this workshop, you’ll know how to create effective content from your homepage to your blog to your brochures!
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
Flourish Creative is a brand experience agency that understands live audiences. In the first of a series of interactive breakfast events, consumer behaviour expert Philip Graves hosted a discussion on the role the unconscious mind plays in dissecting marketing messages.
The power-point presentation is a summary of a HBR article on creativity in advertising. It also demonstrates its relation to theory from the book "Introduction to marketing management " by Philip Kotler and advertisements supporting the theory. Be sure to view this with good internet facility. It is 130 MB in size and contains few video commercials.
Different generations, Different purchase decisionsSKIM
Presented by Robert Dossin, Client Solutions Director Europe at SKIM | Rotterdam
In the context of purchasing skin care products, we asked 500 consumers in the US, 400 in Germany, and 400 in South Korea how they would rank different sources of information on key dimensions such as Honesty, Expertise and Trustworthiness.
Many results are counter intuitive! We already knew that Baby Boomers do not trust information on Facebook or Twitter, but did you know that Millennials equally rely on product reviews compared to their elderly generations?
This and many more facts about the different generations were presented at the Healthy Ageing conference in Amsterdam. Strategic marketers in health markets can learn and understand how to be more aligned with this growing target group and close the gap between – young marketer – and old (and healthy) consumer!
Brand Activation is about the experience. How to bring the brand experience to the consumer to achieve the marketing objective. It was presented at the Virtual Public Lecture in Sekolah Tinggi Ilmu Komunikasi dan Sekretari Tarakanita, on December 3rd, 2022. Brand activation involves various forms of channels and method, and should be focused on creating authentic brand experience rather than oversimplified the term with marketing event.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
2. Class objectives Outline the consumer perception process & explain why “perception is reality” Explain the human communication process and how it impacts advertising Discuss various influenceson consumer behavior Discuss consumers’ motivations Describe how a consumer’s level of involvement with a product influences them Outline the steps of the consumer purchase decision process
3. The Human Communication Process Source Encoding Message Channel Noise Decoding Receiver Feedback
4. IN LIFE… Source: Your friend Ann Message: Coffee Invitation Channel: Text message Receiver: You You Kate & Ann Cant. Studying. :( Im w K8 @ *$. Join us?
5. In Advertising… Source: The sponsor, Evian Message: The ad Channel: The medium, print Receiver: The consumer Evian ad uses a symbol to encode its message
6. BROKEN CODE Sometimes the receiver (consumer) doesn’t decode the message (ad) the way the source (advertiser) intended. Example: Groupon ad http://www.youtube.com/watch?v=87RrhRyD-Pc
7. Crack the code… Can you accurately decode the advertising slogans in these 2 exercises?
8. Feedback in advertising DirecTV offers interactive advertising that allows consumers to give feedback, receive information, or redeem offers.
9. noise Advertisers compete with thousands of others for their message to be heard by consumers, i.e. noise.
10. Consumer behavior Consumer behavior: the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants. What makes her like this dress?
11. personal processes Perception: the personalized way we sense, interpret and comprehend stimuli. PERSONAL PROCESSES Perception Learning & Persuasion Motivation Learning: a permanent change in thought process or behavior that occurs as a result of reinforced experience. Persuasion: a change in belief, attitude or behavioral intention caused by promotional communication (e.g. ads). Motivation: the underlying forces (motives) that contribute to our actions
12. Example: COOKIES Perception: I smell chocolate chip cookies, and they smell delicious. Learning: I follow the recipe on the back of the bag and make cookies that are just as delicious. Persuasion: I believe that Hershey’s makes the best chocolate chips, so they’re the only ones I use when I bake. Motivation: By sharing cookies with my friends, they will see that I like them.
38. LOGO EXERCISE How many of these company logos made it through our filters? http://www.sporcle.com/games/corplogos.php
39. Learning and Persuasion High Engagement: I’m Hungry Example: Pizza Hut product placement On FX TV series “The League” Stimulus Need/Want Drive to Respond Response Reinforced Satisfaction Dissatisfaction Photo: xiaoxiazhuang.com
40. Learning & persuasion Low Engagement: I Don’t Want/Need Shoes This ad for Keds aims to create a positive attitude so consumers will remember the brand when the need/want is stimulated.
41. Results of Learning Brand Loyalty Habit Brand Interest Example: dishwashers in Japan “My Danby dishwasher has become an essential part of my cleaning routine. When I need a new dishwasher, I’ll buy a Danby.” Danby = cheap, high quality. Japanese culture doesn’t embrace labor savings or space of traditional dishwashers. Brands focused on hygiene, small machines instead. Use dishwasher after each dinner. Attitude Danby countertop dishwasher Photo: appliancist.com
42. Needs are basic & often instinctive Wants are learned during lifetime Maslow’s hierarchy of needs Motivation Motivation: underlying forces driving decisions Insert ex. 5-5, p. 154 Maslow’s Hierarchy table Position = 0.35” horiz, 3.5” vertical Size = 8.2” WIDE Resolution = 300 dpi
46. CONSUMER Influences Interpersonal Family Culture Society: Reference Groups & Opinion Leaders What brands, products does your family buy? What are the cultural preferences for the product? The groups whose approval matters: what do they think?
47. Decision process Your friend Chris’ mp3 player just broke. He’ll go through these decision steps while considering a new purchase: Need: a new mp3 player. Determine alternatives. Assess and choose. Buy mp3 player at store X. Determine satisfaction. Problem recognition. Information search. Evaluation and selection. Store choice and purchase. Postpurchase behavior.
49. Decision process Evaluative criteria = the standards a consumer uses to judge the features & benefits of alternative products.
50. Decision process Cognitive dissonance = consumer’s justification of his/her behavior by reducing the dissonance (inconsistency) between their cognitions (perceptions, beliefs) and reality.
51. Decision process Postpurchase evaluation= the phase where a consumer evaluates whether an exchange was satisfying or not and reinforces or rejects the decision, updates mental files.
