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Just What Are Consumers Thinking?


Research would indicate that consumers don't know what they're thinking. According to an article written by Jack Shimell (2002) for Quirk's Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.

There appears to be an interplay between the conscious and the unconscious with the unconscious being the driving force, when it comes to reactions to advertising and purchase decision making.

There is also a distinct personality / temperament factor involved in consumer thinking and behavior. People with moderate extrovert traits tend to react more positively to advertising, while introverts and people with few extrovert traits would appear to be very difficult to affect through advertising.

Part of this may reside in the fact that introverts tend to be energized by solitary activities that are less affected by outside factors while extroverts tend to be energized by outside influences such as social status, social engagement, peer relations, and social value of products or services.

The introvert tends to be more affected by internal factors that can be analyzed and processed at their leisure. They operate based on facts, information, and internal beliefs and attitudes.

The above discussion is why you must develop a demographic profile of your ideal customer. From this profile you can develop advertising and a marketing campaign that feeds the unconscious of the consumer.

Based on the research presented in Shimell's (2002) article, marketers and advertisers would be smart to incorporate elements that target both the conscious and unconscious processing of targeted consumers.

Unconscious elements would be music (the research in the article indicated that music was an very important factor in positive reaction to advertising), color, graphics, and movement. Conscious elements would be text, voice-over, overt product offers, and interactive elements such as redeemable coupons.

Different segments, audiences, and occupations tend toward predictable personality and temperament qualities which can guide targeted marketing and advertising. Take the time to know and understand your ideal customer and adapt your advertising to their personalities and unconscious processes. In your marketing campaign it's smart to have a combination of conscious and unconscious elements that tie into different media channels and your consumer's personalities.

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Darrin F. Coe, MA holds a master's degree in psychology and operates "The Center For Understanding Consumer Thinking" at http://www.consumer-thinking.com

Contact him for consulting at [email protected] or 719-275-5907 after 5:00 PM MST
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Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. August / 18 / 2017

Complex Networks, Fuse Media to Offer Joint Advertising Packages - Variety

Variety

Complex Networks, Fuse Media to Offer Joint Advertising Packages
Variety
“This alliance is an organic extension of our brand and with Fuse, we have identified a truly like-minded partner interested in offering both the audience and the advertising community the untraditional and unexpected,” said Rich Antoniello, CEO of ...
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Immersv raises $10.5M to shake up mobile advertising with some VR flair - TechCrunch

TechCrunch

Immersv raises $10.5M to shake up mobile advertising with some VR flair
TechCrunch
Immersv, a mobile 360 VR ad network, wants to use the strengths of VR to bring improve mobile advertising, not only on headset but smartphones as well. For now, the startup is focusing on pre-roll and interstitial video ads but is looking at ways to ...
VR advertising platform Immersv raises $10.5MVatorNews
Interactive advertising platform Immersv scores $10.5 million funding roundPocket Gamer.Biz
HTC Vive Invests In Immersv's VR Advertising PlatformAndroid Headlines
Road to VR -VRFocus
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Borough advertising for new manager - Pocono Record

Borough advertising for new manager
Pocono Record
STROUDSBURG — The borough is advertising for a replacement for Brian Bond, who's leaving Sept. 18 to become East Stroudsburg's borough manager. Appointed by the Borough Council, the borough manager serves as the borough's chief executive ...


Fire department says company misusing its name to get advertising business - FOX31 Denver

FOX31 Denver

Fire department says company misusing its name to get advertising business
FOX31 Denver
BROOMFIELD, Colo. -- North Metro Fire District said a business is using its name without permission to entice companies into purchasing advertising space on their magnets. North Metro Fire spokeswoman Sara Farris said a business called the fire ...


CNN And Volvo Hope Their Upcoming VR Ad Campaign Eclipses Conventional Advertising - AdExchanger

AdExchanger

CNN And Volvo Hope Their Upcoming VR Ad Campaign Eclipses Conventional Advertising
AdExchanger
It's still unclear how 360-degree video or virtual reality will affect media and advertising long-term since many brands and networks are still in the experimental stage. But CNN and Volvo hope to up the ante during next Monday's solar eclipse. The ...


BrandLab study reveals lack of diversity in marketing and advertising; how is your company doing? - Minneapolis / St. Paul Business Journal

Minneapolis / St. Paul Business Journal

BrandLab study reveals lack of diversity in marketing and advertising; how is your company doing?
Minneapolis / St. Paul Business Journal
The BrandLab, a nonprofit organization that's focused on improving diversity in the Twin Cities marketing and advertising industry, recently released a study that analyzed demographic data from 40 organizations to determine how diverse the Twin Cities ...


With Amazon looming, Walmart quietly grows as an advertising force - Digiday

With Amazon looming, Walmart quietly grows as an advertising force
Digiday
With around 140 million people shopping at its 5,000 stores in the U.S. every week, Walmart is not just a retail giant. It is also a growing advertising platform that touts its ability to connect online consumer behavior and a mountain of in-store ...


How Corporate Distrust Is Reshaping Advertising - Adweek

Adweek

How Corporate Distrust Is Reshaping Advertising
Adweek
The overabundance of advertising: Although it's tough to accurately estimate, Americans are exposed to something like 5,000 ads every day. They're packed everywhere, from billboards and radio spots to tiny banner ads in your favorite application.


Why Data Driven Advertising Will Be The Next Frontier - Forbes

Forbes

Why Data Driven Advertising Will Be The Next Frontier
Forbes
I recently had the chance to interview Pelle Sjoenell, Worldwide Chief Creative Officer at BBH Group, and his poignant insights and unorthodox way of understanding brands didn't disappoint. At Snaps, I spend most of my time building chatbots for brands ...


10 Years On: The iPhone's Impact On Advertising - Forbes

Forbes

10 Years On: The iPhone's Impact On Advertising
Forbes
One industry that the iPhone has had an unquestioningly huge impact on is digital advertising. In 2007, worldwide mobile advertising spend amounted to a paltry $1.7 billion, whereas this year it will amount to $143 billion. Within just 10 years, this ...


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