The Transfer Response: Channeling The unconscious part of the consumers mind to sell big.

Presentation By Taposh Sarkar Roll No 215110075 MBA 2nd Year 4/10/12

Meaning of Transference Response

A psychological term The unconscious feeling for one person or thing being redirected to another Eg: The feeling of anger, resentment, disappointment etc being transferred to another product or a service.

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Importance of Transference Response

Generally this transference response is kicked off on its own.
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But this human characteristic can also be triggered or directed by a professional with the help of marketing tools.
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Such transference can be activated, controlled and also directed towards the product that a marketer is promoting.
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Factors necessary for the transference to take place

Personality of the brand and the transference that is to take place must agree. There must be serial Transference associated withy the celebrity endorsing the brand. What marketers look for is Clustered Transference.

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Kuleshov Effect
Filmed a poker face actor and used the same shot(same expressionless face) in three different situations- 1st delicious food - 2nd juxtaposed with a dead woman - 3rd he had an attractive woman besides him According to the groups the actor was expressing hunger, grief and desire respectively. Our Mind edits all the information it receives, making links between the bits and pieces that come in Take away The opinion formed maybe far away 4/10/12 from truth. Hence an advertiser with a powerful

Unplanned and Unwanted Transference : Cadbury worm incident Planned Transference: Repackage the product and transference of the warmth of Big B persona onto the new product. Take away: The success of transference response depends on TDS i.e. how skillfully is the stimuli Triggered, Directed and Sustained.
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Corporate communication during Crisis situation

Crisis communicated Successfully
Tylenol Incident

Crisis left out alone

RIM outage

Diet Pepsi Toyota recall Cadbury Worm incident

Sony database being hacked Exxon Bhopal

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Five Players of Transference Response

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Final Take away

So far the Transference Response has been used in a fragmented way, almost accidental way, without a conscious thought. By fully recognizing this human characteristic and harnessing it we can achieve far greater heights.

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