Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Where?
– Geographies and media
At what cost?
– Above the line
– Below the line
PRO CESS
Your Business Backbone
Advertising can:
THE IDEA
The ‘how’ part should contain
the twist that unites the target
and the objective into a coherent
advertising concept.
TH E ME DIA
(W HE RE A ND WH EN ?) Your Business Backbone
Appropriateness to the
advertising task
Appropriateness to the target
Level of concentration
Relative inter media value
Synergy with the environment
Scope for testing
HOW DO ES
ADVERTI SING W ORK Your Business Backbone
WAYS TO GET A
PERSUASION
‘YES’
TACTICS
Your Business Backbone
OUR MAIN
‘TRIGGERS’
WEAPONS
Fix ed acti on pat terns
Your Business Backbone
Trigger feature
▲ Robin’s red breast
Fix ed acti on pat terns
Your Business Backbone
Trigger feature
▲ Turkey and polecat
Your Business Backbone
Click . . .
whirr
Fixed action patterns
Your Business Backbone
Expensive = good
click . . . whirr
Your Business Backbone
PERCEPT UA L
CONTRA ST
Girl guides
Your Business Backbone
The principle of
reciprocation
Your Business Backbone
ALSO KNOWN AS
REJECTION-THEN-
RETREAT
Your Business Backbone
OUR NEARL Y
OB SES SIVE DES IRE
TO BE CON SIS TENT
IN WHAT
WE SAY AND DO.
Your Business Backbone
LET ’S TRY A LI TT LE
EXERC ISE
Your Business Backbone
LEAR NI NG
FRO M THE CH INESE
Your Business Backbone
Initiation ceremonies
Ragging or hazing
The Marine Corps
Your Business Backbone
No threats
No large rewards
It’s your own responsibility.
Conservation
Publicity
Your Business Backbone
n
tio
va
lower energy bill
er
ns
Co
Need to reduce
foreign oil dependency
Conservation
Publicity
New self image
Pride in self esteem
Your Business Backbone
n
tio
va
lower energy bill
er
ns
Co
Need to reduce
foreign oil dependency
Conservation
Publicity
New self image
Pride in self esteem
Your Business Backbone
Product
promotion
Your Business Backbone
t
uc
general well-being
od
Pr
families’ happiness
Promotion
Product
pirce
Emotional benefit
Your Business Backbone
t
general well-being
uc
od
Pr
families’ happiness
Promotion
Product
pirce
Emotional benefit
Your Business Backbone
Politicians
Preachers
The biggest selling bla-bla in the
world
Your Business Backbone
When does it work?
Your Business Backbone
KITTY GENOVESE
When does it work? Your Business Backbone
Liking
Tupperware parties
Your Business Backbone
YOU’RE GOOD-LOOKING.
I TRUST YOU!
Physical attractiveness - people are
more likely to buy from, promote,
interact with, like and assign good
qualities to good looking people
Where can we use this?
Your Business Backbone
I LIKE YOU -
YOU’RE LIKE ME
Similarity.
People are more likely to
buy from, promote, interact with,
like and assign good qualities
to people who look like themselves
Where can we use this?
Your Business Backbone
Isn’t it obvious?
We must put people who resemble
our target audience into our ads
instead of beautiful models and
chunky hunks.
Your Business Backbone
Your Business Backbone
Your Business Backbone
Your Business Backbone
Your Business Backbone
EVERY ONE IS A
SUCKER FOR
FLATT ERY
Compliments
Has it been used?
Your Business Backbone
I KNOW YOU.
I’LL DO WHAT
YOU WANT ME TO DO.
Contact and cooperation.
We like things that are familiar
to us.
Let’s try a little experiment.
Your Business Backbone
THE NATURE OF
BAD NEWS
INFECTS THE TELLER
“Conditioning and association”
The principle of association
Your Business Backbone
FOLLOWING
AN EXPERT
Authority
Why?
Your Business Backbone
Insert in R ear
Your Business Backbone
CRITICIZING YOURSELF
Admi t some fa ults
Your Business Backbone
Scarcity or potential
unavailability
Why scarcity works Your Business Backbone
Kennesaw, Georgia
The 10 Commandments
✡ “The Lord was a terrible psychologist”
“Les Chinois A Paris”
Restricting books
Why scarcity works
Your Business Backbone
The $1 million
“Poseidon
Adventure”
lesson
Why scarcity works
Your Business Backbone
Limited numbers
Limited dates
Deadlines
Right now!
Your Business Backbone
A quick sum-up
Your Business Backbone
Reciprocation
Commitment and consistency
Social proof
Liking
Authority
Scarcity