Communicating with consumers: Emotional Response
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Communicating with consumers: Emotional Response
Communicating with consumers.Topic 3. IMC
Curated by Kate McKenna
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Rescooped by Kate McKenna from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing!

Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Communicating with consumers: Emotional Response |
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...

Via Mike Kirkwood
Kate McKenna's insight:

A great article containing very valuable information when it comes to IMC and consumer response through emotion. In particular i found these bullet points beneficial on how emotions in advertising help create brand salience:

Since human beings are predisposed to notice emotionally charged event, we will be more likely to notice and pay attention to emotionally charged advertising[vi]Emotions in advertising raise our level of attention. The higher the attention, the stronger the signals that pass from one node to another, and the more permanent the engrams become[vii]Emotions in advertising can help the emotions transfer to the brand, shaping the brand associations[viii

With this information a brand or product can be marketed by concentrating on the consumers emotional attentiveness and can predict how they will emotionally respond.

There is also a lot of useful models and tables in this article that demonstrate how consumers connect with a brand through attitudes and behaviors.

Sophie Batten's comment, August 21, 2013 11:48 PM
What Teagan states in the article is very interesting. so many brands strive to have a brand that has un-forgetable logos and slogans. However it is not just having an eye catching logo or slogan. It is simply making the consumers feel emotion and feel connected to the brand.This is what consumers remember, they remember what interacted them with the product. Tegan states that the article contains information on brand on how to do that which is great because it is a very important skill in marketing.
renaychand's comment, August 22, 2013 8:28 PM
i agree with tegans insight here, this article covers very well how emotional responses are important but over-looked most of the time. I like how tegan mentions "advertisers use a lot of aspects to use to gain an emotional response" this is a very true statement and enhances the whole idea of the article as emotional responses have a large impact on the buyer decisions and if it is over looked then this key element may suffer or not work.
Sam Howard's comment, August 22, 2013 10:13 PM
I find this take towards marketing interesting, often they trigger an emotional response but in some cases they take it too far and all you can remember is your response and not the product. However, they used the example of Rolex aligning themselves with champions, which creates a emotional response that if I have a Rolex that I then become of champion status, an idea of marketing which if down well i can imagine would be hugely successful!
Rescooped by Kate McKenna from The consumer and the communications: the importance of emotional responses!

How Emotions Influence What We Buy

How Emotions Influence What We Buy | Communicating with consumers: Emotional Response |
The emotional core of consumer decision-making

Kate McKenna's insight:

This article gave an interesting overview on how human emotions are a huge influence in decision making when it comes to consumerism. I found this article easy to read and gave very thought provoking insight into the topic. In particular, how emotions are the reason why consumers purchase brand name products when there are always a selection of products that deliver the exact same quality of product but without the brand name. It seems irrational that consumers are naturally drawn to the product with a personality based upon packeting and advertising that is visually enticing rather than going for the exact same product that is generally cheaper. However this is common consumer behavior and I personally fall into this trap quite often! A personality created by the brand builds a relationship that consumers emotionally connect with.

Zongwu Chen's comment, August 22, 2013 6:41 AM
This article shows how emotions affect customers’ decisions making. It illustrates four elements that influence customer behavior: branding, advertising, research information and studies or knowledge about the brand. In addition, when the emotion comes to television commercial there are two other important elements of the brand which impacts consumers’ emotion: rich and powerful mental of the brand and the brand’s advertising and promotions. These components are the main points that impacts consumer decision making process.
Tiffany Tang's comment, August 22, 2013 10:25 AM
I enjoy reading this article a lot. This article give me understand how emotion can largely affect our behavior on purchasing goods or services. I agree with Didia that advertisement can actually affect on how purchase behavior. I think if the business care about consumer first which i personally is very important, the business will be more successful. Not only advertising but i think the attitude from the staff will directly affect the consumer purchase behavior.
Linda Huynh's comment, August 22, 2013 4:01 PM
Never shop on an empty stomach, your emotions go haywire. Anyways, emotional response are very important when it comes to consumers purchasing products. Their behaviour will ultimately influence on whether to purchase a product or not. This article outlines influences in which consumer seek out when purchasing a product; branding, advertising, research and the knowledge of the brand. In the end, what triggers our emotions can draw us closer to a product or draw consumers away from them, emotional response is important in making a sale.
Rescooped by Kate McKenna from IMC and COMMUNICATIONS!

Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, |

Marketing, Coca-Cola kicks off global teen campaign, GLOBAL, ADVERTISING, Campaigns, Digital, Branding, TV, | | Communicating with consumers: Emotional Response |
Marketing, GLOBAL, ADVERTISING, Coca-Cola kicks off global teen campaign, Campaigns, Digital, Branding, TV,

Via Angelina Singh
Kate McKenna's insight:

Coca-Cola is a world wide brand that advertises their product as an experience. This campaign is targeted at teenagers and connects with them on an emotional level through displaying advertisements that directly associate happiness and good times with drinking coca cola. I think that Coca cola as a brand has mastered the art of connecting with consumers through emotion by advertising their drink as 'bottled happiness'.

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