Today we were shown a series of advertisements in order to test out the theory of perception. The idea was to watch the slide show and then after it had finished see which of the adverts we remembered and why. Having watched the first slide show it was clear we would be able to relate our results to the theory of perception.
The outcome of this experiment showed that adverts that used block colour, were basic and humourous would appeal to the male contingent in the room whilst any that required thinking about, used soft colours and possibly included celebrities would appeal more to the females.
In particular an advert for Newcastle Brown Ale containing the punchline "Save a tree, eat a beaver" highlighted this suggestion, as all of the males remembered it (some may even have plans to live by that motto).
The ladies most memorable advert was for the Sarah Jessica Parker perfume "Lovely". The reason they remebered this was it contained a celebrity (of sorts) and the colours were pastel pink and very light. The only other one that seemed to cause a stir was a Paco Rabanne advert that contained a semi-naked bloke (although I cant for the life of me understand what made them remember that?!?)
http://uk.youtube.com/watch?v=XaySc0pp9Yg&feature=related
Just to ram the point home slightly further who do you think the advert above was aimed at? Clearly not the single mum sitting at home watching Jeremy Kyle in the day...unless she knocks back a few cans just to get her through the day.
Friday, 7 November 2008
Friday, 24 October 2008
Supermarket Sweep
Profiling is an important tool at the disposal of today's generation of marketeers. It enables us to segment a market into different groups, allowing us to target a product at specific groups of people.
For instance, there are many different types of shampoo, but realistically we could all use the same type and it would do exactly the same job. The clever part is that the marketing teams behind the various types of shampoo, conditioner and hair products are tapping into people's insecurities by using profiling...they then target these groups to make them think "I need this shampoo for my type of hair"!
STP marketing is the a process that is commonplace today;
S-Segmentation. We use profiling to Segment the market into smaller groups that we can target our product to.
T-Targeting. We target a particular group of people that may be a niche area - people that will believe the product we are selling and buy into the idea we are promoting.
P-Positioning. We position our product in the market so that it is successful and profitable, aiming to be one of the top 3 products in our segment.
Profiling enables us to place our product or service specifically so that certain "profiles" will immediately be attracted to it, thus giving us a far greater chance of being successful.
For instance, there are many different types of shampoo, but realistically we could all use the same type and it would do exactly the same job. The clever part is that the marketing teams behind the various types of shampoo, conditioner and hair products are tapping into people's insecurities by using profiling...they then target these groups to make them think "I need this shampoo for my type of hair"!
STP marketing is the a process that is commonplace today;
S-Segmentation. We use profiling to Segment the market into smaller groups that we can target our product to.
T-Targeting. We target a particular group of people that may be a niche area - people that will believe the product we are selling and buy into the idea we are promoting.
P-Positioning. We position our product in the market so that it is successful and profitable, aiming to be one of the top 3 products in our segment.
Profiling enables us to place our product or service specifically so that certain "profiles" will immediately be attracted to it, thus giving us a far greater chance of being successful.
Friday, 17 October 2008
Scratch & Sniff
Today we performed a plethora of experiments with the overall aim of testing how people perceive things according to their senses. This basically involved the girls having an excuse to eat chocolate and natter about the features and benefits of many different shampoos.
The various experiments included aftershave testing and Diet Coke vs Diet Pepsi. The results of this experiment were pretty conclusive, showing that people preferred the taste of the Diet Pepsi but they could not identify the Diet Pepsi or Diet Coke by taste alone. The exception to this rule was me and in a little experiment of my own I proved that despite being ridiculously hungover my sense of taste was still spot on (me being the only person who identified the Diet Pepsi, of course).
To me the main aim of these experiments was to show that although some products may have distinctive smells or tastes there are a lot more factors to take into account when we are looking at products as a whole. The packaging, taste, smell, etc all contribute to making up a product.
Perception plays a major part in consumer's opinions on products - some people hate the taste of Sambucca, I personally like it. By tuning in to the perceptions of various different stereotypes we can market a product correctly so that it has the best possible chance of being a success.
The various experiments included aftershave testing and Diet Coke vs Diet Pepsi. The results of this experiment were pretty conclusive, showing that people preferred the taste of the Diet Pepsi but they could not identify the Diet Pepsi or Diet Coke by taste alone. The exception to this rule was me and in a little experiment of my own I proved that despite being ridiculously hungover my sense of taste was still spot on (me being the only person who identified the Diet Pepsi, of course).
To me the main aim of these experiments was to show that although some products may have distinctive smells or tastes there are a lot more factors to take into account when we are looking at products as a whole. The packaging, taste, smell, etc all contribute to making up a product.
Perception plays a major part in consumer's opinions on products - some people hate the taste of Sambucca, I personally like it. By tuning in to the perceptions of various different stereotypes we can market a product correctly so that it has the best possible chance of being a success.
Friday, 10 October 2008
Consumer Perceptions
"Perception is the process of sensing, selecting and interpreting consumer stimuli in the external world" (Wilkie 1994)
In layman's terms perception is the opinions an individual makes on someone or something based on the use of their 5 senses; Sight, Smell, Hearing, Touch, Taste. These perceptions are massively important when attempting to market the right product to the right people. For example, you wouldn't attempt to sell La Senza underwear with an advert using an acid house track to "set the scene"!
We all make our own judgements on things and everybody has different opinions but by using the 5 senses to your advantage you can conjure the right image in someone's head and influence a consumer's final purchasing decision.
From today's experiment involving colour charts it was pretty clear that the colour that goes on your living room wall is not something that most blokes will take the slightest bit of interest in! So Dulux as a company market their colour charts to a female audience, even by using tarty colour names to play on their emotions.
By understanding the buyer decision process we can manipulate consumer's thoughts and influence their final decision to our own advantage!
In layman's terms perception is the opinions an individual makes on someone or something based on the use of their 5 senses; Sight, Smell, Hearing, Touch, Taste. These perceptions are massively important when attempting to market the right product to the right people. For example, you wouldn't attempt to sell La Senza underwear with an advert using an acid house track to "set the scene"!
We all make our own judgements on things and everybody has different opinions but by using the 5 senses to your advantage you can conjure the right image in someone's head and influence a consumer's final purchasing decision.
From today's experiment involving colour charts it was pretty clear that the colour that goes on your living room wall is not something that most blokes will take the slightest bit of interest in! So Dulux as a company market their colour charts to a female audience, even by using tarty colour names to play on their emotions.
By understanding the buyer decision process we can manipulate consumer's thoughts and influence their final decision to our own advantage!
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