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PSYCHOLOGY IN ADVERTISING AND SELLING Advertising - Process of communicating concepts through mass media for the purpose of creating awareness for a company and the goods and services it handles and stimulating consumer wants to an extent that such goods will be purchased - Form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services Selling - Act of delivering/transferring goods to another for money Important ways to achieve the goal of advertising and selling 1. Presence of the needs or motives for buying in the consumer before he actually buys 2. Psychological Processes/Phenomena which are involved in the potential consumer's becoming an actual consumer 2.1 Human Sensory Processes 2.2 Phenomena of Attention 2.3 Concept of Perception 2.4 Phenomena of Interest 2.5 Motivation Human Sensory Processes - The MORE SENSES utilized in making the presentation, the stronger and more lasting the impression to receiver - Presentation should be appealing and pleasant to those senses which are called into play Phenomena of Attention - Successful advertisement CAPTURES the person's attention and sustains an interaction until a positive attitude toward the product evolves - Successful advertisement makes effective use of various attention determining object properties such as: 1. Size - LARGE advertisement attracts attention better than smaller ones 2. Color - BRIGHT colors attract attention 3. Intensity - Stimuli of GREATER magnitude are more likely to gain attention 4. Repetition - Act of doing/saying again. However if overdone monotony results 5. Novelty - Appeal to create an interest in something entirely new and holds attention for a time 6. Movement - Catches the eye even when seen only with peripheral vision Perception - Single unified awareness derived from sensory processes Concept of Perception* - Based on Law of Primacy (First impressions are lasting) & Law of Recency (Mostly recent gained impressions)

Psychology - Psychology in Advertising and Selling

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Page 1: Psychology - Psychology in Advertising and Selling

PSYCHOLOGY IN ADVERTISING AND SELLING

Advertising

- Process of communicating concepts through mass media for the purpose of creating awareness for a company and the goods and

services it handles and stimulating consumer wants to an extent that such goods will be purchased

- Form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon

products, ideals, or services

Selling

- Act of delivering/transferring goods to another for money

Important ways to achieve the goal of advertising and selling

1. Presence of the needs or motives for buying in the consumer before he actually buys

2. Psychological Processes/Phenomena which are involved in the potential consumer's becoming an actual consumer

2.1 Human Sensory Processes

2.2 Phenomena of Attention

2.3 Concept of Perception

2.4 Phenomena of Interest

2.5 Motivation

Human Sensory Processes

- The MORE SENSES utilized in making the presentation, the stronger and more lasting the impression to receiver

- Presentation should be appealing and pleasant to those senses which are called into play

Phenomena of Attention

- Successful advertisement CAPTURES the person's attention and sustains an interaction until a positive attitude toward the product

evolves

- Successful advertisement makes effective use of various attention determining object properties such as:

1. Size - LARGE advertisement attracts attention better than smaller ones

2. Color - BRIGHT colors attract attention

3. Intensity - Stimuli of GREATER magnitude are more likely to gain attention

4. Repetition - Act of doing/saying again. However if overdone monotony results

5. Novelty - Appeal to create an interest in something entirely new and holds attention for a time

6. Movement - Catches the eye even when seen only with peripheral vision

Perception

- Single unified awareness derived from sensory processes

Concept of Perception*

- Based on Law of Primacy (First impressions are lasting) & Law of Recency (Mostly recent gained impressions)

Phenomena of Interest

- Make one see and hear things that are associated with other pleasant experiences the person had

- Suggesting thoughts which will result in positive attitude towards his product and his presentation

Motivation

- Most significant in the psychology of sales and advertising

Purpose of Advertising

-> To Sell Something - a product, a service, or an idea

Objectives of Advertising

1. To support personal selling program

2. To reach people inaccessible to salesmen

3. To improve dealer relations

4. To enter a new geographic market/attract a new group of customer

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5. To introduce a new product/price schedule

6. To increase uses of product

Objectives of Advertising (other reference)

1. Capture Attention

2. Arouse and hold interest

3. Make a useful lasting impression

Advertisement

- The activity or profession of producing advertisements for commercial products or services

Objectives of an effective advertisement/commercial

1. It must attract and hold attention

2. It must deliver a sales message concerning the product and its advantage, in a meaningful, believable manner

3. It must convey favorable feeling toward the product advertised and/or the sponsor

4. It must be remembered

Theories of Advertising

1. Unique Selling Proposition

2. Elaboration Likelihood Model

Unique Selling Proposition

- A motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer

- All about uniqueness, must sell, must make a proposition

- Brand/Product is determined unique for a special target group

Unique

- Advertising that promises a unique benefit or a benefit that is perceived as distinct and/or superior

- Taste, shape, color, flavor

Selling

- Significant and relevant to consumer - persuasive enough to incite action

- Materials like bottle

Proposition

- A clear, compelling consumer benefit that is delivered by the product

- Experience

Elaboration Likelihood Model

- Theory identifying 2 ways a communication can be persuasive

- Model of how attitudes are formed and changed

- Distinguishes between two routes to persuasion:

1. Central route

2. Peripheral route

Central Route

- Appeals to logic and involves a great deal of thought

- Involve careful scrutiny of a persuasive communication (e.g., a speech, an advertisement, etc.) to determine the merits of the

arguments

Peripheral route

- Receiver does not think carefully about a communication and is influenced instead by cues/gimmicks (e.g. emotional story, bright

colors, sappy music, attractive speaker)

- Message content, facts, logic are ignored

- Results are temporary and subject to change

- e.g. Celebrity, Attractive source, humor, erotic stimuli

ADVERTISING TECHNIQUES

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AVANTE GARDE

- The suggestion that using this product puts the user ahead of the times

- e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy.

FACTS AND FIGURES

- Statistics and objective factual information is used to prove the superiority of the product 

- e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.

WEASEL WORDS

- “Weasel words" are used to suggest a positive meaning without actually really making any guarantee 

- e.g. a scientist says that a diet product might help you to lose weight the way it helped him to lose weight.

MAGIC INGREDIENTS

- The suggestion that some almost miraculous discovery makes the product exceptionally effective 

- e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a

competitor`s.

PATRIOTISM

- The suggestion that purchasing this product shows your love of your country 

- e.g. a company brags about its product being made in America and employing American workers.

DIVERSION

- Diversion seems to tackle a problem or issue, but then throws in an emotional non-sequitor or distraction.   

- e.g. a tobacco company talks about health and smoking, but then shows a cowboy smoking a rugged cigarette after a long day of

hard work.

TRANSFER

- Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and

the user 

- e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions

made from their cloth at a sunny seaside setting where there is a cool breeze.

PLAIN FOLKS

- The suggestion that the product is a practical product of good value for ordinary people 

- e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

SNOB APPEAL

- Suggestion that the use of the product makes the customer part of an elite group with luxurious and glamorous lifestyle 

- e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

BRIBERY

- Bribery seems to give a desirable extra something.  We humans tend to be greedy. e.g. Buy a burger; get free fries.

TESTIMONIAL

- A famous personality is used to endorse the product e.g. a famous basketball player (Michael Jordan) recommends a particular

brand of skates.

WIT AND HUMOR

- Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of

visuals or language.

SIMPLE SOLUTIONS

- Avoid complexities, and attack many problems to one solutions.

- e.g. Buy this makeup and you will be attractive, popular, and happy.

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CARD STACKING

- Propaganda technique means stacking the cards in favor of the product; advertisers stress is positive qualities and ignore negative.

- For example, if a brand of snack food is loaded with sugar (and calories), the commercial may boast that the product is low in fat,

which implies that it is also low in calories.

GLITTERING GENERALITIES

- The glittering generalities technique uses appealing words and images to sell the product.

- The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will

change your life.

BANDWAGON

- Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid

winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular.

Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals

who think for themselves. If Bandwagon commercial is to obvious, viewers may reject the product outright.

Modern Advertising

- Planned w/persuasion* as the objective

- Influencing attitudes and values through prestige labeling and association with beauty queens, actors and actresses, is indeed

widely used in modern advertising

Persuasion

- An active attempt to influence people to action/belief by an overt appeal to reason/emotion

Selling

- Personal and Non-personal

Selling Techniques

1. Getting attention

2. Arousing interest

3. Stimulate desire

4. Obtaining Action

Reporters:

Beringay, Leah

Caralde, Kyhna

Eligan, Marie Gladys

Puga, Christine Franz