A Marketing Mix
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A Marketing Mix
Adventures in advertising and marketing - the contemporary, the historical, and the hysterical. http://deanna.dahlsad.com/
Curated by Deanna Dahlsad
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How Our Brain Determines if the Product is Worth the Price

How Our Brain Determines if the Product is Worth the Price | A Marketing Mix | Scoop.it
Are consumers more likely to buy if they see the price before the product, or vice versa? Uma Karmarkar and colleagues scan the brains of shoppers to find out.
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Retail therapy: How Ernest Dichter, an acolyte of Sigmund Freud, revolutionised marketing

Retail therapy: How Ernest Dichter, an acolyte of Sigmund Freud, revolutionised marketing | A Marketing Mix | Scoop.it
“You would be amazed to find how often we mislead ourselves, regardless of how smart we think we are, when we attempt to explain why we are behaving the way we do,” Dichter observed in 1960, in his book “The Strategy of Desire”. He held that marketplace decisions are driven by emotions and subconscious whims and fears, and often have little to do with the product itself. Trained as a psychoanalyst, Dichter saw human motivation as an “iceberg”, with two-thirds hidden from view, even to the decision-maker. “What people actually spend their money on in most instances are psychological differences, illusory brand images,” he explained.

At a time when national companies were aggressively jockeying for position among Americans—a suddenly cash-happy and acquisitive bunch—Dichter promised a way to influence consumers' brains. If shopping was an emotional minefield, then strategic marketing could be a gold mine for companies.

Between the late 1930s and 1960s Dichter became famous for transforming the fates of businesses such as Procter & Gamble, Exxon, Chrysler, General Mills and DuPont. His insight changed the way hundreds of products were sold, from cars to cake mix. He pioneered research techniques such as the focus group, understood the power of word-of-mouth persuasion and earned startling fees for his theories. By the late 1950s his global business reached an annual turnover of $1m ($8m today), and he enjoyed a reputation as the Freud of the supermarket age.
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How Colors Affect Conversion Infographic

How Colors Affect Conversion Infographic | A Marketing Mix | Scoop.it
Colors plays major role in our life. Check out how colors affect your customers decision and make conversion happen. #infographics #conversion
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What We Really Taste When We Drink Wine

What We Really Taste When We Drink Wine | A Marketing Mix | Scoop.it

Expectations, argued the neuroscientists Lauren Atlas and Tor Wager in a recent review, can influence our experience in two interrelated ways. There is the conscious influence, or those things we are knowingly aware of: I’ve had this wine before and liked or hated it; I’ve been to this vineyard; I love this grape; the color reminds me of a wine I had earlier that was delicious. As our experience grows, so do our expectations. Every time we have a wine, we taste everything we know about it and other related wines. Then there are the unconscious factors: the weather is getting on our nerves, or our dining companion is; we’ve loved or hated this restaurant before; I’m mad at my boss over something he said this morning; the music is too loud, and the room is too cold. These can all affect taste, too, even though they are unrelated to the wine itself.

One of the things wine researchers like to do, in fact, is manipulate some small factor of the environment or the wine to see how perceptions of taste are affected. If we are compelled by the description of the vineyard, its owners, or its history, we are likely to pay more for a bottle. Salzman admits, after we’ve handed in our scores, that that’s the reason he gave us so much background on the wines beforehand.

Information about the vineyard at least tells us something about the wine, but even factors that don’t, like price, can have an influence.

Deanna Dahlsad's insight:

Extrapolate across products, brands, consumers...

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Deanna Dahlsad's curator insight, July 15, 2014 8:04 PM

Extrapolate across products, brands, consumers...

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Shoppers Look for Quality—Not Deals

Shoppers Look for Quality—Not Deals | A Marketing Mix | Scoop.it
Shoppers aren’t too concerned with getting items at a low price. Instead, they’re looking for “superior quality products”—something consumers are increasingly prioritizing when looking to purchase.
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Men, Casinos Are Betting The Pretty Employees Will Screw You Out Of Your Money

Men, Casinos Are Betting The Pretty Employees Will Screw You Out Of Your Money | A Marketing Mix | Scoop.it
Speaking of those scantily clad casino waitresses... I would like to draw your attention to a pair of studies done regarding men's reactions to pretty and scantily clad women. In the 2003 study, th...

Via Shawnee Rivers, Deanna Dahlsad
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Shawnee Rivers's curator insight, February 1, 2014 12:57 AM

Even if a man knows he can’t take the sexy casino waitress up to his room, a guy can — and will — dream. And that just helps the house.

Gracie Passette's curator insight, February 4, 2014 2:44 AM

The effects of scantily clad women on (hetero) male wallets

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On advertising history, feminism and marketing in the future: Destroying the point

On advertising history, feminism and marketing in the future: Destroying the point | A Marketing Mix | Scoop.it

The social media movement born of Alan Jones' sexist comments had huge early success, but its clicktivists' wings have since been clipped. It was around the year of my birth that Philip Morris began a campaign to seduce its female smokers. In an era largely untroubled by my pregnant mother's cigarettes, the Virginia Slims campaign was, in itself, unsurprising.

 

What was surprising was the company's use of a ''women's libber'' to promote its product. This was the first time feminism sold anything to anyone; apart from its core principles, I suppose. Since then, the idea of an emerging social freedom has been used many times to sell women face cream and alcohol. The ''you go girl'' message has been successfully co-opted to bring my gender high heels and financial services and small cars. Because you're worth it.

 

These days, women are still buying back their own dissent from advertisers. But things are different now. In an age of social networking, where so many of us feel we are in ''control'' of our media, the way to a lady's wallet is a more difficult business....


Via Jeff Domansky, Deanna Dahlsad
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‘Fear of Missing Something’ Drives Home Screen Alert Usage

‘Fear of Missing Something’ Drives Home Screen Alert Usage | A Marketing Mix | Scoop.it
Always-on, always-connected consumers are spending more than one-quarter of their smartphone time with the home screen—not too surprising when one considers they pick up their phones around 100 times per day, according to research.
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Shawnee Rivers's curator insight, January 22, 2014 6:17 PM

Games is right there in the middle..

Laura Brown's comment, January 24, 2014 2:01 AM
I see people who are obsessed with reading Twitter feeds and same for other social media. They worry about what they miss, some actually get upset about it. I don't. I check RSS feeds a couple of times a week and only read as far as I want to. I doubt I spend more than an hour including time to write up a post, make coffee or have a snack and repost or link to anything which interests me. I even skim read several posts from the feed.
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'Pay to play' on the Web?: Net neutrality explained

'Pay to play' on the Web?: Net neutrality explained | A Marketing Mix | Scoop.it
Net neutrality explained. Will you have to pay more for Netflix, or a fee to be able to stream YouTube videos at full speed?
Deanna Dahlsad's insight:

If you've wondered what all the rukus is about, this neatly explains it all.


See also: http://www.ecommercebytes.com/cab/abn/y14/m01/i16/s04



If you want to protect net neutrality (and you should!), you can sign the petition here: http://cms.fightforthefuture.org/tellfcc/

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Deanna Dahlsad's curator insight, January 16, 2014 4:42 PM

If you've wondered what all the rukus is about, this neatly explains it all.


See also: http://www.ecommercebytes.com/cab/abn/y14/m01/i16/s04


Don't kid yourself into thinking this won't have gender bias, race bias, etc. -- it will. This is an issue of the  99%.


If you want to protect net neutrality (and you should!), you can sign the petition here: http://cms.fightforthefuture.org/tellfcc/

Deanna Dahlsad's curator insight, January 16, 2014 4:43 PM

If you've wondered what all the rukus is about, this neatly explains it all.


See also: http://www.ecommercebytes.com/cab/abn/y14/m01/i16/s04


Don't kid yourself into thinking this won't have gender bias, race bias, etc. -- it will. This is an issue of the  99%.


If you want to protect net neutrality (and you should!), you can sign the petition here: http://cms.fightforthefuture.org/tellfcc/

Deanna Dahlsad's curator insight, January 16, 2014 4:45 PM

If you've wondered what all the rukus is about, this neatly explains it all.


See also: http://www.ecommercebytes.com/cab/abn/y14/m01/i16/s04


Don't kid yourself into thinking this won't have gender bias, race bias, etc. -- it will. This is an issue of the  99%.


If you want to protect net neutrality (and you should!), you can sign the petition here: http://cms.fightforthefuture.org/tellfcc/

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PCs Still Tops for Web Shopping Across Categories

PCs Still Tops for Web Shopping Across Categories | A Marketing Mix | Scoop.it
There’s no question mobile devices are more important than ever in the online shopping landscape, but people still prefer PCs for researching and purchasing products and services.
Deanna Dahlsad's insight:

Note how completing a purchase via a mobile device was less common.

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Deanna Dahlsad's curator insight, December 5, 2013 11:45 AM

Note how completing a purchase via a mobile device was less common.

malek's curator insight, December 8, 2013 9:01 AM

Against rhetoric. Probably more research and more readings will explain the findings

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People Shopping on Mobile Devices Visit More Sites Than Those on a PC

People Shopping on Mobile Devices Visit More Sites Than Those on a PC | A Marketing Mix | Scoop.it

Mobile devices have made it possible for people to shop anywhere, anytime, and apparently, they’re taking advantage. According to Millward Brown Digital, people who shop from their mobiles visit more retailer sites than those who shop from their PCs (6.2 retailer visits per month on mobiles versus 2.9 on PCs). Mobile shoppers also use search engines and social media sites more than PC shoppers do. With all that opportunity to capture mobile purchases (or lose them to rivals), there’s all the more reason for retailers to make sure their mobile strategy is airtight.


Via Russ Merz, Ph.D., Deanna Dahlsad
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Russ Merz, Ph.D.'s curator insight, December 5, 2013 9:12 AM

Recent research by Millward Brown Digital shows some interesting shopping behavior differences between mobile and PC based shoppers. However, it is unclear what the base number of shoppers are in each group, or how many use both devices.

Deanna Dahlsad's curator insight, December 5, 2013 10:25 AM

It is nearly impossible not to notice some (more than) probably gender differences here; it sure looks like the men are shopping via mobile phone and tablet, while women are at the pc. This likely means big differences in terms of social sites, such as Pinterest, as well as in the shopping categories themselves.

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The Gendered Forest: Women Relax, Men Mountaineer

The Gendered Forest: Women Relax, Men Mountaineer | A Marketing Mix | Scoop.it

This summer I went hiking several times in California’s Eastern Sierra. Each time I went I counted the number of male to female hikers and ended up with a 5:1 ratio. This reflects many women’s experience of the wilderness and outdoor sports such as rock climbing or mountaineering. These are male-dominated arenas.


One of the reasons for that is because these activities are advertised to women as an escape from their stressful lives, not as a sport meant to challenge their physical ability. Outdoors equipment marketed towards women, then, consistently focuses on comfort and style, in contrast to men’s marketing.

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Deanna Dahlsad's curator insight, November 22, 2013 11:11 PM

A reflection of the "Hello Kitty" factor in sports marketing to men and women. The conclusion of the article shows how yoga is not "manned up" when marketing to men.


However, to be fair, one could also argue that more women do seek relaxation over physical challenges in their down-time, so perhaps the  ratio isn't all a result of marketing...

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Mainstream Advertising On Porn Websites

Mainstream Advertising On Porn Websites | A Marketing Mix | Scoop.it

It has long been a mystery to me why more mainstream products that are sold to porn-watching adults are afraid to advertise on porn websites. Porn advertising is dirt cheap, and so you’d think that any brand that’s not afraid to admit its customers also like porn would be all over the porn website world with huge ad campaigns. Whiskey and cigarette advertisers used to buy endless full-page ads in PlayBoy and Hustler back in the day; why don’t they now?

 

Thus I was both heartened and pleased to see that one of the online food-delivery startups has not only taken to porn site advertising, they’ve blogged in detail about why they did it and how well it worked:


Via Gracie Passette, Deanna Dahlsad
Deanna Dahlsad's insight:

I've always thought that if you're looking at adult content, you won't be alarmed by mainstream companies being there; conversely, if you aren't at adult sites, you won't know about it to be bothered.


If your product or services fits the demographic, why not?

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Deanna Dahlsad's curator insight, November 19, 2013 6:36 PM

I've always thought that if you're looking at adult content, you won't be alarmed by mainstream companies being there; conversely, if you aren't at adult sites, you won't know about it to be bothered.

Deanna Dahlsad's curator insight, November 19, 2013 6:36 PM

I've always thought that if you're looking at adult content, you won't be alarmed by mainstream companies being there; conversely, if you aren't at adult sites, you won't know about it to be bothered.

malek's comment, November 20, 2013 7:43 AM
Nothing beats a pragmatic approach, fully agree with your view
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The Way To A Man’s Heart Is Through His Stomach & Other Lessons In Vintage Cookbooks

The Way To A Man’s Heart Is Through His Stomach & Other Lessons In Vintage Cookbooks | A Marketing Mix | Scoop.it
This is the cover of The Way To His Heart “A Cookbook with a Personality”, 1941; note the figures on the cover. The five female figures on the cover of...
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Deanna Dahlsad's curator insight, November 4, 2013 5:25 PM

One cookbook illustrates so many issues: body image, ageing, racism, marketing & consumerism. Oh, and recipes too ;)

malek's curator insight, November 4, 2013 7:59 PM

KITSCH-SLAPPED describe itself as

"SPECIALIZING IN BAD TASTE FROM A (FEMINIST) CHICK’S PERSPECTIVE. POP CULTURE, PAST & PRESENT, IN YER KISSER."

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Understanding Female Relationships With Greeting Cards

Understanding Female Relationships With Greeting Cards | A Marketing Mix | Scoop.it

While Hallmark was run by a man — or men with a few “poor working girls,” and can be seen as The Man, you can’t deny the serious dedication the company had to targeted marketing. They spent oodles of dollars and gobs of time focused on what sold and who bought it — including focus groups of women. If women weren’t buying the charming illustrations of women in their dainties and picture-laden puns of underthings, Hallmark wouldn’t have made them.Let alone so many of them.


...So one has to at least include the probability that women’s adoration of the female form, our so-called bisexuality or ability to be more fluid in our sexuality, has been around for a long time and perhaps has as much to do with “sex sells,” sexist ads, and our culture’s consumption of pornography as the patriarchy does.


Via Deanna Dahlsad
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An ode to infomercial consumerism

An ode to infomercial consumerism
pholotinshep:
“ nyooom:
“ SOMEONE MADE AN INFOMERCIALS AMV SET TO PLEASE PLEASE PLEASE LET ME GET WHAT I WANT BY THE SMITHS AND IT IS THE BEST THING IVE EVER SEEN,...
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Making Choices in the Age of Information Overload

Making Choices in the Age of Information Overload | A Marketing Mix | Scoop.it

Why are we listening to signals when we can do the research ourselves? (More on the Advertising as Cult theory)

 

The Internet was supposed to make us smarter shoppers. So why should we still listen to the signals that brands send us?


Via Erika Harrison, Kenneth Mikkelsen
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Curated by Deanna Dahlsad
An opinionated woman obsessed with objects, entertained by ephemera, intrigued by researching, fascinated by culture & addicted to writing. The wind says my name; doesn't put an @ in front of it, so maybe you don't notice. http://www.kitsch-slapped.com
Other Topics
A Marketing Mix
Adventures in advertising and marketing - the contemporary, the historical, and the hysterical. http://deanna.dahlsad.com/
Antiques & Vintage Collectibles
Collecting old things; heirlooms and new to you things! Companion to http://www.inherited-values.com/
Colorful Prism Of Racism
Racism past and present. Companion to http://www.kitsch-slapped.com/category/colorful-prism-of-racism/
Consumption Junction
Consumerism meets marketing; who & what manipulates the free market of goods & services. See also: http://www.kitsch-slapped.com/category/ze-big-mouth-promotions-stuff/
Crimes Against Humanity
From lone gunmen on hills to mass movements. Depressing as hell, really.
Cultural History
The roots of culture; history and pre-history.
Dare To Be A Feminist
I do. http://www.kitsch-slapped.com/category/hey-sister-can-you-spare-some-social-change/
For Art's Sake-1
Art, crafts, and the people who make them. To inspire and purchase. Companion to http://www.ululating-undulating-ungulate.com/
Herstory
History as this woman sees it. The serious, the kitsch, the opinionated. Companion to http://www.kitsch-slapped.com/
In The Name Of God
Mainly acts done in the name of religion, but also discussions of atheism, faith, & spirituality.
Kinsanity
Let's just say I have reasons to learn more about mental health, special needs children, psychology, and the like.
Kitsch
Mostly vintage and retro "badness" but you can decide how delicious it is. http://www.kitschy-kitschy-coo.com/blog/
Nerdy Needs
The stuff of nerdy, geeky, dreams.
Readin', 'Ritin', and (Publishing) 'Rithmetic
The meaning behind the math of the bottom line in publishing and the media. For writers, publishers, and bloggers (which are a combination of the two).
Sex Positive
Sexuality as a human right.
Vintage Living Today For A Future Tomorrow
It's as easy to romanticize the past as it is to demonize it; instead, let's learn from it. More than living simply, more than living 'green', thrifty grandmas knew the importance of the 'economics' in Home Economics. The history of home ec, lessons in thrift, practical tips and ideas from the past focused on sustainability for families and out planet. Companion to http://www.thingsyourgrandmotherknew.com/
Visiting The Past
Travel based on grande ideas, locations, and persons of the past.
Walking On Sunshine
Stuff that makes me smile.
You Call It Obsession & Obscure; I Call It Research & Important
Links to (many of) my columns and articles.