|
|
|
|
|
|
|
|
Just What Are Consumers Thinking?
Research would indicate that consumers don't know what they're thinking. According to an article written by Jack Shimell (2002) for Quirk's Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.
There appears to be an interplay between the conscious and the unconscious with the unconscious being the driving force, when it comes to reactions to advertising and purchase decision making.
There is also a distinct personality / temperament factor involved in consumer thinking and behavior. People with moderate extrovert traits tend to react more positively to advertising, while introverts and people with few extrovert traits would appear to be very difficult to affect through advertising.
Part of this may reside in the fact that introverts tend to be energized by solitary activities that are less affected by outside factors while extroverts tend to be energized by outside influences such as social status, social engagement, peer relations, and social value of products or services.
The introvert tends to be more affected by internal factors that can be analyzed and processed at their leisure. They operate based on facts, information, and internal beliefs and attitudes.
The above discussion is why you must develop a demographic profile of your ideal customer. From this profile you can develop advertising and a marketing campaign that feeds the unconscious of the consumer.
Based on the research presented in Shimell's (2002) article, marketers and advertisers would be smart to incorporate elements that target both the conscious and unconscious processing of targeted consumers.
Unconscious elements would be music (the research in the article indicated that music was an very important factor in positive reaction to advertising), color, graphics, and movement. Conscious elements would be text, voice-over, overt product offers, and interactive elements such as redeemable coupons.
Different segments, audiences, and occupations tend toward predictable personality and temperament qualities which can guide targeted marketing and advertising. Take the time to know and understand your ideal customer and adapt your advertising to their personalities and unconscious processes. In your marketing campaign it's smart to have a combination of conscious and unconscious elements that tie into different media channels and your consumer's personalities.
*************************
Darrin F. Coe, MA holds a master's degree in psychology and operates "The Center For Understanding Consumer Thinking" at http://www.consumer-thinking.com
Contact him for consulting at darrinfcoe@consumer-thinking.com or 719-275-5907 after 5:00 PM MST
**************************
Wind Chimes and more... I have been reading articles on increasing sales using search... Read More What is the golden rule of internet advertising?Give, so you... Read More Big businesses get instant credibility with their well-known company name... Read More Critics conclude that entertaining or "creative" commercials sell better than... Read More Not everyone is aware of what are text adverts? Text... Read More In this lesson, we will create a business card, using... Read More According to experts, just changing the headline of an ad... Read More Most business owners and managers keep a fairly close eye... Read More How To Gain FREE Advertising That Will Make You Rich!Okay-Just... Read More Boring is one thing you can't afford to be when... Read More The title of this article also happens to be one... Read More Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More So many business people neglect this valuable asset that may... Read More Typical methods of advertising-newspapers, radio and television are effective if... Read More You can turn your vehicle into a rolling advertisement. Costs... Read More Today, more than ever, it is crucial that your ad... Read More The ability to lead, persuade and influence are integral skills... Read More What's the cheapest, most under-used marketing tool you have?The answer's... Read More This information is based on the principles of Laws of... Read More Swapping business cards is one of the most basic and... Read More Everyone knows that advertising is essential to growing a business.... Read More Many home improvement contractors attempt to use advertising to expand... Read More Radio advertising vs. television advertisingMany new advertisers assume that they... Read More Wide range of electronic Key venues around the globe has... Read More Advertising on humans using tattoos is rapidly kind of freak... Read More
Windchimes
for great gifts!
Increase Business By Being Nice
Internet Advertising: How To Use The Golden Rule To Enrich Yourself.
Testimonials Convert Prospects Into Buyers
Advertising That Annoys: The Real Story
What are Text Adverts?
Create Your Own Business Cards, Part 1
How to Write Great Headlines
7 Questions to Ask Before You Advertise
How To Make A Fortune With FREE Advertising!
Marketing Messages with Add Zest & Appeal
The Man With The Grasshopper Mind
Graphical LED Display
Business Cards: Why Waste Valuable Space?
Marketing Tips - Advertising
Driving Customers to You - Your Car as a Marketing Vehicle
Turn Your Ad Copy into a Goldmine!
Media Savvy ? Media Skills For Rural Women
Make Your Business Cards Work
What Colors Make Your Services Most Attractive?
Double Your Sales Potential With Double-sided Business Cards
Advertising Costs Getting Too High?
Imaging Isnt Everything
Direct Response Advertising; Radio vs TV
Electronic Score Boards
The First UK Man To Become a Human Billboard an Interview
The Only Bad Advertising Is No Advertising - Or Is It?
Depending on whom you ask, you will get told many... Read More
The ONLY Type Of Advertising People LOVE!!
Can it be???Is there advertising that people actually love?You bet... Read More
The $500.00 A Month Plan
One way to make extra money or start a... Read More
What Does Your Business Card Say?
Business cards are the most underutilized and misunderstood marketing tool... Read More
Which is Better Digital or Offset Printing?
As technology continues to improve, the quality of digital prints... Read More
Advertising on a Budget -- Part 2: Thinking Small
This is the second article of a three-part series. I'm... Read More
Cinema Advertising is Big Business, So Mergers are a Natural
Cinema advertising has always been an effective marketing tool for... Read More
How To Tell If An Advertisement Costs Too Much
People say it all the time: "This advertising costs too... Read More
How to Know if Direct Mail Will Work for Your Business
Here's a great lesson that applies to direct mail. Ready?... Read More
The Inside Secrets Of Free Publicity For Your Business
Product publicity is the "secret pathway" to business success... Read More
Mobile Detailers; Customer Window Displays
Mobile detailers have all types of customers, many of whom... Read More
The Not-So-Hidden Persuaders: The Power of The Media Upon Us All
In 1957, a perspicacious young journalist from Pennsylvania named Vance... Read More
Secrets to Get Free Advertising
The opportunities to get free advertising for your product or... Read More
Small Cards, Big Ideas: Alternative Uses for Business Cards
Aggressive business card marketing isn't about handing your business cards... Read More
7 Essential Elements for Profit-Pulling Ads
Advertising will make or break your business. It is crucial... Read More
The Shrinking Ad Dollar
CPR CPA CTR... what does it all mean? What it... Read More
Avoid The Big Advertising Mistakes
Is your advertising copy getting the results you want? If... Read More
Unlock The Power Of Online Groups
Yahoo Groups: I see countless marketers on shoestring budges turn... Read More
Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page
Many people online are not using one of the best... Read More
How To Make Your Yellow Page Ads Work
I hear it often, "advertising in the Yellow Pages directory... Read More
Wheres Me Pot of Gold and Lucky Charms?
We already know this from our history books. If you... Read More
Do Your Radio Ads Work?
Most small businesses don't have a high powered advertising agency... Read More
Secrets of Getting Free Advertising
The opportunities for getting free advertising for your product or... Read More
A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!
FACT: Most people don't spend anywhere near enough time on... Read More
How Can All the Radio Stations Be #1?
Are you confused by all the information you receive from... Read More
Advertising |