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Why were Kirstie Alley, Bill Cosby, Ellen DeGeneres, Joss Stone, and Catherine Zeta-Jones the top picks to represent Jenny Craig, Jell-O, American Express, GAP, and T-Mobile, respectively? How do these celebs rate on product expertise? trustworthiness? liability? appropriateness physical attractiveness? Read more …
Add comment November 15th, 2006
History, Definition, Current Practices
History of Psychoanalytic Theory in Marketing:
(http://www.copernicusmarketing.com/about/mzine/monthlyeds/oct05.html)
Introduced to marketing research in 1939, by Ernest Dichter from Vienna as “interesting new ideas which can help (corporate executives) be more successful, effective, sell more and communicate better with potential clients.” Dichter’s new psychographics approach, called the “Depth Interview” consisted of one-on-one sessions of with about 100 interviewees, who were encouraged to freely-associate the product to other impulses in their lives. Eventually, Dichter founded the Institute for Motivational Research to apply his method to corporate marketing and sales.
Psychoanalytic theory is defined by the Borderline Personality Disorder Resource Center (http://www.bpdresourcecenter.org/what_glossary.htm ) as:
The method of psychological therapy originated by Sigmund Freud in which free association, dream interpretation, and analysis of transference are used to explore repressed or unconscious impulses, anxieties, and internal conflicts, in order to free psychic energy for mature love and work.” Read more …
Add comment October 20th, 2006
Psychoanalytic Techniques in Advertising Today: (Case Study on Strategic Vision’s new quantitative evalution system, called “Total Value”, which incorporates emotional consumer concerns in the automobile industy.) Read more …
Add comment October 20th, 2006
Psychoanalytic Techniques in Advertising Today: (Case Study on Anderson Analytic’s “AA-Projective” online research tool as applied to Gigi’s Closet, Intimate Apparel)
(http://presszoom.com/story_118596.html) Read more …
Add comment October 20th, 2006
Source: B-to-B: The Magazine for Marketing Strategies by Roger Slavens
Abstract: This article describes the perspective of Entertainment executives and recommends tactics for marketing to them effectively.
Analysis: According to Tony Uphoff, VP for The Hollywood Reporter Magazine, the entertainment industry so dynamic that “deals can be made or broken in minutes based on rumors and news.” This quote relates equally to films, music, and TV - which are rapidly converging – as well as the exploding mediums of the internet, mobile technology, and globalization. Read more …
Add comment April 3rd, 2006
Source: Realtor Magazine (USA), February 1, 2006 By: Frederik Heller
Abstract: This article describes the impact podcasts have had on real estate marketing.
Analysis: Podcasts, originally termed by The Guardian newspaper in February 2004, and endorsed with a directory on iTunes online music store, are hot. In April 2005, Pew Internet & American Life Project reported that more than 22 million people, or 11 percent of Americans, owned an iPod or other MP3 player; and 6 million of those had downloaded podcasts. Since then, although figures are not readily available, the popularity of Podcasts have grown exponentially as an online distributor of news and entertainment. Read more …
Add comment March 27th, 2006
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