Consumerology, New Edition
Author: Philip Graves
Publisher:
Published: 2013-01-24
Total Pages: 300
ISBN-13: 1857889231
DOWNLOAD EBOOKPhilip Graves explores the “mind gap” between conscious and unconscious thought – and behavior
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Decoded
Author: Phil Barden
Publisher: John Wiley & Sons
Published: 2013-03-04
Total Pages: 291
ISBN-13: 1118345606
DOWNLOAD EBOOKIn this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility. Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy Offers a pragmatic framework and guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management - from strategy to implementation and NPD. The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising Packed with case studies, this is a must-read for marketers, advertising professionals, web designers, R&D managers, industrial designers, graphic designers in fact anyone whose role or interest focuses on the ‘why’ behind consumer behaviour. Foreword by Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK Full colour throughout
Inspiring Sustainable Behaviour
Author: Oliver Payne
Publisher: Routledge
Published: 2013-05-07
Total Pages: 194
ISBN-13: 1136328572
DOWNLOAD EBOOKWhat is the answer to inspiring sustainable behaviour? It starts with a question – or nineteen. With this simple and inspiring guide you'll learn how to ask for persistent, pervasive, and near-costless change by uncovering our hidden quirks, judgmental biases, and apparent irrationalities. The only change you'll need to make is how you ask. Businesses, larger or small, will soon have to cut costs and cut carbon, irrespective of the products they sell, or the services they perform. National government has structural policy and legislative needs, and local government has implementation and documentation needs. Indeed, the new UK government coalition’s approach to transport is simply ‘cut costs and cut carbon’. Set against this there is an increasing sense that popular culture and popular science are congregating around a desire to understand who we are and how we behave. The recent rise of behavioural economics is a testament to this as well as the relevance of environmental psychology. Allied to this is a sense that big business is forging ahead with plans to account for and mitigate carbon emissions without the marketing and communications departments being able to help or communicate this effectively either through their own efforts or those of their communication agencies. The ‘19 Different Ways to Ask for Change’ offer a solution to all these needs by pulling them together and showing that changing how we ask is near-costless, but its effects could be near-priceless. This book shows that simplification isn’t always the solution, an action can be the most successful question, and a default answer can be the most important. It explores why short-term memory tasks change our behaviour, how singing roads regulate speed, and that commitment gaps change outcomes; how our worry-profile is the same as an Argentinean farmer's, why knowledge of what kills you is irrelevant but asking about behaviour that kills is deadly, and what a chimpanzee’s tea-party tells us about the effect of ownership on decision-making. This timely book will be of great value to scholars and practitioners whose work relates to reducing carbon emissions with a particular emphasis on environmental psychology, behavioural economics, project design, and psychology. It offers practical solutions for policy makers and professionals in marketing and communications departments.
The Brain Sell
Author: David Lewis
Publisher: Hachette UK
Published: 2013-09-23
Total Pages: 363
ISBN-13: 1857889428
DOWNLOAD EBOOKHow neuromarketing techniques help marketers more effectively sell their products — and what consumers need to know about it.
Consumerology
Author: Philip Graves
Publisher: Nicholas Brealey
Published: 2013-01-24
Total Pages: 300
ISBN-13: 1473644593
DOWNLOAD EBOOKWhy market research does not work. Available in paperback for the first time, this new updated and revised second edition of Consumer.ology: The Truth About Consumers and the Psychology of Shopping contains a new preface and epilogue, in which Philip Graves reveals the myriad tricks and psychological games high street shops play on consumers; the ways in which we are manipulated into buying things we don't want; the ways in which we deceive ourselves; and the cutting edge behavioural science being used to change our habits to even more significant degrees. Graves, one of the world's leading experts in consumer behavior, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions. Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it's time for a fresh approach that embraces this new understanding of human behavior.
Handbook of Consumer Psychology
Author: Curtis P. Haugtvedt
Publisher: Psychology Press
Published: 2018-12-07
Total Pages: 1784
ISBN-13: 1136676201
DOWNLOAD EBOOKThis Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
Eat Your Greens
Author: Wiemer Snijders
Publisher: Troubador Publishing Ltd
Published: 2018-09-27
Total Pages: 398
ISBN-13: 1789012791
DOWNLOAD EBOOKHow can we sell more, to more people, and for more money? The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour.
Experiential Marketing
Author: Shaz Smilansky
Publisher: Kogan Page Publishers
Published: 2009-02-03
Total Pages: 272
ISBN-13: 0749456078
DOWNLOAD EBOOKConsumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.
Under the Radar
Author: Jonathan Bond
Publisher: John Wiley & Sons
Published: 1998
Total Pages: 264
ISBN-13:
DOWNLOAD EBOOKThey advertised soft drinks on fruit and underwear on sidewalks. They employed Ed Koch to bring Snapple to the American heartland. They even used Imelda Marcos to sell Kenneth Cole shoes. Advertising innovators Jon Bond and Richard Kirshenbaum have come up with more outrageously clever ways to get past consumers' detectors than anyone else in advertising today. And now, they're finally ready to reveal their methods. In Under the Radar, Kirshenbaum and Bond chronicle their meteoric rise from a one-room, two-man Lower East Side stringer operation to Kirshenbaum Bond & Partners, one of today's hottest agencies. They share the lessons they learned along the way and describe the evolution of their unique "under-the-radar" approach to grabbing and holding the attention of today's "been there, done that" consumers. Under the Radar offers advertising and marketing professionals a deeply probing and instructive look at the nature of advertising and marketing in an age of information overload. Kirshenbaum and Bond provide a cogent analysis of how the world has changed since David Ogilvy laid down his ironclad rules for successful advertising. And, using in-depth critiques of many of today's best (and worst) ad campaigns, they describe what it takes to break through the defensive screens of a population bombarded by 1,500 ad messages each day. You'll learn all about cutting-edge research techniques KB&P and other front-running agencies have developed for getting inside the heads and hearts of real people, and, just as important, how to use that knowledge to get ad-weary consumers to tune in rather than zone out. You'll also learn about the latest trends in integrated marketing, media planning, and guerrilla marketing, as well as new ways of structuring an agency in order to stimulate "under-the-radar" thinking. Offering valuable lessons from the founders of one of today's most innovative and successful advertising firms, Under the Radar is essential reading for absolutely anyone involved in selling to consumers, from self-employed copywriters to marketing VPs at Fortune 500 companies. "Under the Radar: Talking to Today's Cynical Consumer is a valuable and important new tool for the advertising industry from two pros at one of the hottest shops in town. Jonathan Bond and Richard Kirshenbaum offer valuable insights and creative solutions on how to break through the clutter to make sure the consumer gets the message." —O. Burtch Drake, President and CEO American Association of Advertising Agencies "Kirshenbaum and Bond's genius is their capacity to cut through informational clutter and reach the grass roots. In the war to save New York's drinking water, Kirshenbaum and Bond showed us how to speak truth to power--and be heard!" —Robert F. Kennedy, Jr. "This book is the next best thing to actually working with Bond and Kirshenbaum. They are good! They know when to listen and when to argue with a client. They're not just smart and creative, they are serious strategic thinkers." —Roger Ailes, Chairman and CEO, Fox News "If you want to understand how ad executives create smart, innovative advertising, Richard and Jon's book is a must read." —Valerie Salembier, Publisher, Esquire magazine "Any book that helps a company deal with our over-communicated world is worth reading. Under the Radar is definitely one of those books." —Jack Trout, Trout & Partners Ltd. author of The New Positioning: The Latest on the World's #1 Business Strategy
Paid Attention
Author: Faris Yakob
Publisher: Kogan Page Publishers
Published: 2015-04-03
Total Pages: 216
ISBN-13: 0749473614
DOWNLOAD EBOOKAs ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace. Online resources include additional toolkits with advice, techniques and best practice on brand behaviour, new ideas and effective communication.
