marketing is about behaviour so persuasion is essential I have often written about the fact that marketing is about managing behaviour – encouraging the achievement of commercial objectives by ensuring that members of the target market behave in a manner consistent with the achievement of those objectives. This, in turn, involves ensuring that members of […]

marketing is about behaviour so persuasion is essential I have often written about the fact that marketing is about managing behaviour – encouraging the achievement of commercial objectives by ensuring that members of the target market behave in a manner consistent with the achievement of those objectives. This, in turn, involves ensuring that members of the market behave in a particular way: for the first time (eg. buy a brand) for the last time (eg. smoke) more often (eg. access a service) less often (eg. drink to excess) Given that marketing is all about behaviour, persuading the primary target market to behave in a specific manner is central to effective marketing. Persuasion, in turn, involves addressing the following: consumer cognition – with facts and figures consumer emotions – with ideas and feelings Given that marketing is all about the behaviour of people – persuasion necessarily requires: understanding the market understanding…