ADVERTISING PSYCHOLOGY
1.
PSYCHOLOGY
and
ADVERTISING
SCIENCE AND ADVERTISING
Missions,
Methods,
Conceptions
THE MISSION OF ADVERTISING PSYCHOLOGY
Philip Kotler
The goal of marketing is to change the
demands of target groups by changing
their economical behavior.
For the sake to be able to do that ...
We need to understand deeply their way
of thinking, .. their emotions, and fears!
... TO
A
T
S
R
E
UND
N
R
E
P
D
D AN
S
HE
T
E
D
UA
C
R
E
M
U
ONS
EXPECTATIONS FROM ADVERTISING
PSYCHOLOGY
psychological
TASK
psychological
BALLAST
consumers
ACTIVITY
before shopping
during shopping
after shopping
ORIENTATION
DECISION
JUSTIFICATION
what is the supply?
what to choose?
well done?
UNCERTAINTY
motivation!
RISK
DISTRESS
orientation!
calming!
THE MISSION OF THE ADVERTISING
PSYCHOLOGY
Exploring the
Brand
Exploring the
Consumer
What is it
good for?
Exploring the
Media
What do
they want?
What is its
utility?
Exploring the
Result
What has been
changed?
QUESTIONS FOR
ADVERTISING PSYCHOLOGY
BY THE
RIGHT
WAY?
FOR THE
RIGHT
PERSON?
credible?
AT THE
RIGHT
TIME?
reasonable?
without
bothering?
ON THE
RIGHT
PLACE?
noticeable?
Don’t let th
e
put you be odor
shamed
WITH THE
RIGHT
EFFECT?
memorable?
QUESTIONS FOR
ADVERTISING PSYCHOLOGY
ON THE
RIGHT
PLACE?
BY THE
RIGHT
WAY?
AT THE
RIGHT
TIME?
FOR THE
RIGHT
PERSON?
WITH THE
RIGHT
EFFECT?
THREE WAYS OF MEASURING
ADVERTISING EFFECTIVITY
Marketing
goal
Communication
goal
Raising turnover
and profit
realization
Raising of repute
and fame
Boost of
distribution
Enhance of recall
and recognition
REALIZATION
MEMORY
Psychological
goal
Raising
motivation,
popularity
and “likes”
Mobilizing
the “Want”
IMAGE, ATTITUDE
THE MEASUREMENT OF
ADVERTISING EFFECTIVITY
Marketing
goal
INCOME
__
$
change
Cost
REALIZATION
Communication
goal
RECALL
__
$
change
Cost
MEMORY
Psychological
goal
ATTITUDE
__
$
change
Cost
IMAGE, ATTITUDE
THE MEASUREMENT OF
ADVERTISING EFFECTIVITY
Marketing
goal
Communication
goal
REALIZATION
MEMORY
Psychological
goal
IMAGE, ATTITUDE
ADVERTISING PSYCHOLOGY
CONCEPTION
AND
METHODISM
TWO WAYS OF THE
EXPERIMENTAL SURVEYS
E
R
O
F
E
B
TESTING
R
A
E
FT
EFFECT
ANALYSIS
WHAT IS PREDICTED?
WHAT HAPPENED?
✓ grabbing attention?
✓ comprehensiveness?
✓ sympathy?
✓ trustworthiness?
✓ oppositions?
✓recognition
✓memorability
✓mobilization?
✓brand identification?
✓image modification?
METHODS of
ADVERTISING PSYCHOLOGY
QUESTIONING
OBSERVATION
- interview
- questionary
- deep interview
- on-the-spot
- focus group
- hidden camera
RESEARCH
- laboratory test
- survey
- neuroscience
METHODS of
ADVERTISING PSYCHOLOGY
1. FOCUS GROUPS
Small number of people brought together with a moderator to focus on
a specific product or topic, or share their point of view on a problem.
● behavioral observation
● emotional indicators
● analysis of facial expressions
● deep intervews
METHODS of
ADVERTISING PSYCHOLOGY
2. EXPERIMENTATIONS
● EYETRACKING camera
● perception tests
● awareness tests
● recall (recognition) tests
● Galvanic Skin Reactions,
Lie detector)
METHODS of
ADVERTISING PSYCHOLOGY
3. NEUROMARKETING
● EEG or fMRI
(Magnetic Resonance Imaging)
Brain Research, Neuroscience
METHODS of
ADVERTISING PSYCHOLOGY
3. NEUROMARKETING
https://www.youtube.com/watch?v=rEFKDPaWfeQ
“The changes in blood flow. The heamodyamic response related to energy use by brain cells.”
NEUROMARKETING
NEUROMARKETING
P. Renvoise C.Morin:
Martin
Lindstrom:
NEUROMARKETING
BUYOLOGY
Understanding the
“buy button” in your
customer’s brain
Truth and lies
why we buy
Hans-Georg
Hausel:
BRAIN VIEW
every customer
perceives those
small details merely
on a subconscious
level is of
fundamental
importance.
Roger Dooley:
BRAINFLUE
NCE
100 ways to
persuade and
convince
consumers with
neuromarketing
18
ADVERTISING PSYCHOLOGY
ADVERTISING PSYCHOLOGY
as an
INTERDISCIPLINARY
SCIENCE
Interdisciplinary Science
combining or involving more academic disciplines or fields of study
RESEARCH OF
n
tio
a
c
i
CONSUMER
n
u
m
BEHAVIOR LIFESTYLE
Com search
Re
SURVEY
Applied
Psychology
ADVERTISING
PSYCHOLOGY
ty
i
v
i
t
c
Affe dit
au
Media
Monitoring
Marke
Rese t
arch
Interdisciplinary Science
SOCIAL PSYCHOLOGY
NETWORK RESEARCH
n
o
i
t
a
nic
u
m
Cm search
Re
SOCIOLOGY
applied
psychology
PSYCHOLOGY
RESEARCH OF
CONSUMER
BEHAVIOR LI
ADVERTISING
PSYCHOLOGY
y
t
i
v
i
ct
e
f
f
a
t
i
d
u
EXPERIMENTALa
NEURO SCIENCE
media
monitoring
FESTYL
E
SURVEY
MarkMEMETIC
e
Rese t
arch
Poll
STATISTIC
ECONOMICAL PSYCHOLOGY
ECONOMICAL
PSCHOLOGY
Michigan
GAME
THEORY
Princeton
CREATIVITY
RESEARCH
Chicago
NETWORK
SURVEY
Harward
John
von
Neumann
Mihaly
Csikszent
mihalyi
Laszlo
Albert
Barabasi
Psychological
Analysis of
Economic
Behavior 1969
Theory of
Games and
Economic
Behavior 1928
The pursuit of
happiness, the
optimal experience
1991
The new:
science of
networks
2003
Economic
behavior take a
form of habits
and customs.
“Zero-sum
and Non-zero
sum games”
A genuine satisfaction during a
state of optimal
consciousness called Flow
George
Katona .
The discovery
of the scalefree network
concept
HOMEWORK:
WRITE AN ESSAY
(a mini-thesis)
(of 4-5 pages)...
about one from the following themes:
Choose one:
1. What is the different between “Veblen”
and “Bandwagon” effect” ?
and how can it be utilized in the marketing
communication business, - in our days?
2. What is a “Non-zero sum game”?
and how can it be utilized for the marketing
communication, or media world - in our days?
3. What about a “Scale-free network”?
and what is it good for in the world of social
media?
IMPORTANT:
- in full 4-5 pages
- state below the references!!!
- a lot of examples and illustratives!!!
- no bullshits!
Deadline:
Send it: