the consumer and the communiations process
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the consumer and the communiations process
the consumer and the communications process
Curated by Rui Jia
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Rescooped by Rui Jia from Communicating with Consumers
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10 Common--and Effective--Emotional Triggers - Consumer Emotions

10 Common--and Effective--Emotional Triggers - Consumer Emotions | the consumer and the communiations process | Scoop.it
Spur potential customers into action by adding these cues to your marketing campaign.

Via Paula Hudson
Rui Jia's insight:

emotion is a powerful tool to catch customers' feelings to purchase something. when the promotion mentioned some touch points, customers feel been understanded and envolved so they will have good impression about the product.

 

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Emily Zhang's comment, August 21, 2013 8:01 AM
It is very important to appeal to consumers' emotions when crafting marketing messages. Most people believe that the choices they make result from a rational analysis of available alternatives. In reality, however, emotions greatly influence and, in many cases, even determine our decisions.
Cen Xun's comment, August 22, 2013 4:11 AM
what a interesting article!! I didn't know the fear and guilty could bring positive influence of a brand!! find the target customer and effect them with correct triggers are quite important, this article's example after each trigger are very useful, it could help me to choose different triggers for different business
Etain Chow's curator insight, August 22, 2013 6:02 AM

This article illustrates the emotional triggers used by firms to connect with consumers. Everyday consumers are bombarded with hundreds of marketing messages and often times more than half are filtered out as it does not appeal to them or attract them in any way. In a competitive market with so much "noise", emotional responses will make messages stand out to consumers. Moreover, it creates a connection where consumers feel a brand or product relates to them. For example, a camera does not sell itself as a device to take pictures, but something that captures memories for you. Consumers will feel a sense of value with the product and will react accordingly to this emotion. 

Rescooped by Rui Jia from IMC and COMMUNICATIONS
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Interbrand – Best Global Brands 2012 - Coca-Cola

Interbrand – Best Global Brands 2012 - Coca-Cola | the consumer and the communiations process | Scoop.it
Interbrand Best Global Brands 2012 brand profiles overview

Via Angelina Singh
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Fiji Singh's comment, April 4, 2013 5:24 AM
Coke has a been a virtually unchanged product since its creation. A minor tweak here a little tweak there, but that's it. The success and longevity of the product is truly remarkable. The word "nostalgia" perfectly described my experience with the brand. As a child it is the sweet sugary goodness ina bottle on a hot summers day, it will also probably be there when I'm old and grey. The emotional connection the company has build with its consumers is one all brands should try to recreate. This article was well written and left me thirsty.
Mareta Simanu Sapolu's comment, April 8, 2013 6:31 AM
hahaha!@Fiji..Of course coke's emotional attachment and connections of its taste will follow you at the old age especially when thinking at years back when we were little kids coke was still on the run being a popular brand. Coke has its minor weaknesses now and then but can never outrun its popularity with customer emotional attachment.
Rui Jia's comment, April 9, 2013 8:13 AM
i think the success of coca-cola is that they have very strong brand personality share happiness with others witch links to people's emotional feelings. and they take every opportunity to appear in any big events so that they can get consumers attention.
Rescooped by Rui Jia from Mile stone two
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Q&A roundup: How to build a brand on a budget - The Guardian

Q&A roundup: How to build a brand on a budget - The Guardian | the consumer and the communiations process | Scoop.it
The Guardian Q&A roundup: How to build a brand on a budget The Guardian The tone of your brand must be very carefully considered: From our perspective tone impacts everything: where we do business, the products we sell, the customer experience, the...

Via Taryn Patrix
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Taryn Patrix's curator insight, April 8, 2013 5:28 PM

this article gives an insight on how small companies can still build their brands even witha bugdet. it highlights some key factors that may not cost alot and seem inefective while actually can be successful in most cases. They sugest that getting a louranlist to write an article on your intended service or product rather than spending a large portion on expensive advertising. I feel this article is very usful to those business that are wanting to build their brands. It also hints that all big brands started small and with a little creative and being peny wise in bugdeting they made it big

Keane Orchard's comment, April 9, 2013 5:59 AM
Great article with some strong quotes from some influential individuals. I think this article is a good read for those just contemplating starting a business or in the process of building their brand on a limited budget. Key points to take from this: a brand and its messages should be appropriate, consistent, simple and of course likeable!
Rui Jia's comment, April 9, 2013 7:59 AM
the article is about how can small company build their brand with minimise the cost on gaining awareness. the company has to have clear strategy or idea in mind on what impression they want their customer to get about them and what is the proper way to achieve it.
Rescooped by Rui Jia from IMC and COMMUNICATIONS
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Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | Market-interactive.com

Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | Market-interactive.com | the consumer and the communiations process | Scoop.it
Marketing, GLOBAL, ADVERTISING, Coca-Cola kicks off global teen campaign, Campaigns, Digital, Branding, TV,

Via Angelina Singh
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Scarlett Yeounju Kim's comment, September 26, 2013 6:44 AM
@Holly; In order for a marketing effort to be successful, it is critical to know who the target audience is. Coca-Cola created a new campaign to target teenagers. In fact, Coca-Cola has been beloved by everybody for a long time. It has not been concerned with any demographic: age, gender, sex, income and so on. However, there are many competitors present in the contemporary era. It may be their proactive marketing decision to retain current customers and those who are changing their minds In order to satisfy teenagers they produce 30 second video clips which consist of creative elements. I think, it is a wise decision, because a brand marketer should respond promptly, even to small changes. Coca-Cola detected the change of the market and therefore chose to do proactive campaign. In order to be successful in business, it does not only require recognising the target audience but also detecting the change of market.
Yuhang Wei's comment, September 26, 2013 11:06 AM
@Holly Adams: In this article it mainly highlights the importance of targeting the right market and this is what Coca Cola has done well. Targeting teens is a really smart move and again Coke symbolizes moment of happiness. Thats what marketing is all about is to build relationships with consumers and satisfy their needs and wants. Very interesting article to help understand IMC and how it works
Holly Adams's comment, September 27, 2013 12:25 AM
I thought this was a great article describing a VERY successful world company and how they have used their target market to built that success. By targeting an age group that is all about consuming it starts off with a great audience. Coke have made the drink an absolute everyday need in consumption for many of the target audience is most countries around the world. Coke has been a company since 1896 yet continues to grow and be the most innovative with their products. For example realising new bottle and can sizes as well as marketing a year and names on the bottles. Instantly people want to buy a coke with their own name on it or the year they were born, therefore creating that need to get the drink even if your are not thirsty. When we look at the rival company Pepsi, we can see less innovative ideas as they have stuck to the original bottle size and can. I believe that has lead to a increase in market share for coke rather than pepsi