1. PSYCHOLOGY and ADVERTISING

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1 ADVERTISING PSYCHOLOGY 1. PSYCHOLOGY and ADVERTISING SCIENCE AND ADVERTISING Missions, Methods, Conceptions

2 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 UNDERSTAND AND PERSUADE THE CONSUMER

3 EXPECTATIONS FROM ADVERTISING PSYCHOLOGY before shopping during shopping after shopping consumers ACTIVITY ORIENTATION what is the supply? DECISION what to choose? JUSTIFICATION well done? psychological BALLAST UNCERTAINTY RISK DISTRESS psychological TASK motivation! orientation! calming!

4 THE MISSION OF THE ADVERTISING PSYCHOLOGY Exploring the Brand What is it good for? Exploring the Consumer What do they want? Exploring the Media What is its utility? Exploring the Result What has been changed?

5 QUESTIONS FOR ADVERTISING PSYCHOLOGY FOR THE RIGHT PERSON? reasonable? BY THE RIGHT WAY? credible? AT THE RIGHT TIME? ON THE RIGHT PLACE? noticeable? Don t let the odor put you be shamed WITH THE RIGHT EFFECT? without bothering? memorable?

6 QUESTIONS FOR ADVERTISING PSYCHOLOGY ON THE RIGHT PLACE? BY THE RIGHT WAY? AT THE RIGHT TIME? FOR THE RIGHT PERSON? WITH THE RIGHT EFFECT?

7 THREE WAYS OF MEASURING ADVERTISING EFFECTIVITY Marketing goal Communication goal Psychological goal Raising turnover and profit realization Boost of distribution Raising of repute and fame Enhance of recall and recognition Raising motivation, popularity and likes Mobilizing the Want REALIZATION MEMORY IMAGE, ATTITUDE

8 THE MEASUREMENT OF ADVERTISING EFFECTIVITY Marketing goal Communication goal Psychological goal INCOME change RECALL change ATTITUDE change $ Cost $ $ Cost Cost REALIZATION MEMORY IMAGE, ATTITUDE

9 THE MEASUREMENT OF ADVERTISING EFFECTIVITY Marketing goal Communication goal Psychological goal REALIZATION MEMORY IMAGE, ATTITUDE

10 ADVERTISING PSYCHOLOGY CONCEPTION AND METHODISM

11 TWO WAYS OF THE EXPERIMENTAL SURVEYS BEFORE TESTING WHAT IS PREDICTED? grabbing attention? comprehensiveness? sympathy? trustworthiness? oppositions? AFTER EFFECT ANALYSIS WHAT HAPPENED? recognition memorability mobilization? brand identification? image modification?

12 METHODS of ADVERTISING PSYCHOLOGY QUESTIONING OBSERVATION RESEARCH - interview - questionary - deep interview - on-the-spot - focus group - hidden camera - laboratory test - survey - neuroscience

13 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

14 METHODS of ADVERTISING PSYCHOLOGY 2. EXPERIMENTATIONS EYETRACKING camera perception tests awareness tests recall (recognition) tests Galvanic Skin Reactions, Lie detector)

15 METHODS of ADVERTISING PSYCHOLOGY 3. NEUROMARKETING EEG or fmri (Magnetic Resonance Imaging) Brain Research, Neuroscience

16 METHODS of ADVERTISING PSYCHOLOGY 3. NEUROMARKETING The changes in blood flow. The heamodyamic response related to energy use by brain cells.

17 NEUROMARKETING

18 NEUROMARKETING P. Renvoise - C.Morin: NEURO- MARKETING Understanding the buy button in your customer s brain Martin Lindstrom: BUY- OLOGY 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

19 ADVERTISING PSYCHOLOGY ADVERTISING PSYCHOLOGY as an INTERDISCIPLINARY SCIENCE

20 Interdisciplinary Science combining or involving more academic disciplines or fields of study Communication Research Applied Psychology Affectivity audit RESEARCH OF CONSUMER BEHAVIOR ADVERTISING PSYCHOLOGY Media Monitoring LIFESTYLE SURVEY Market Research

21 Interdisciplinary Science SOCIAL PSYCHOLOGY NETWORK RESEARCH SOCIOLOGY applied psychology EXPERIMENTAL PSYCHOLOGY Cmmunication Research affectivity audit RESEARCH OF CONSUMER BEHAVIOR ADVERTISING PSYCHOLOGY media monitoring NEURO SCIENCE LIFESTYLE SURVEY Market Research Poll MEMETIC STATISTIC ECONOMICAL PSYCHOLOGY

22 ECONOMICAL PSCHOLOGY GAME THEORY CREATIVITY RESEARCH NETWORK SURVEY Michigan Princeton Chicago Harward George Katona. 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 The discovery of the scalefree network concept

23 HOMEWORK: WRITE AN ESSAY (a mini-thesis) (of 4-5 pages)... about one from the following themes:

24 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?

25 IMPORTANT: - in full 4-5 pages - state below the references!!! - a lot of examples and illustratives!!! - no bullshits! Deadline: Send it: