45% of consumers respond to celebrities

take care with the double edge sword that is celebrity Marketing is all about behaviour management – encouraging a target market to behave in preferred manner – for the first or last time, more often, or less often. Persuasion is often central to managing consumer behaviour. This is the fourth of five thoughts addressing five […]

take care with the double edge sword that is celebrity Marketing is all about behaviour management – encouraging a target market to behave in preferred manner – for the first or last time, more often, or less often. Persuasion is often central to managing consumer behaviour. This is the fourth of five thoughts addressing five of the many persuasion tools in the marketer’s toolkit. Some might be obvious, but none is easy to engage effectively. Despite often suggesting otherwise, human beings respond to authority. Despite viewing themselves as independent thinkers, human beings believe authorities. There are volumes of research suggesting the impact of: Titles such as Doctor, Professor, and Chairman Clothing such as lab coats, police blues, and business suits Trappings such as prestige stationary, pens, watches, and cars Consumers listen to people and heed the recommendations made by people they consider to be experts, successful, or both. Research has…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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