...Motivations and Advertising Amy Uptain PSY/211 Erika Redmond 08/16/2015 Motivations and Advertising The song “in the arms of the angel” Performed by: Sarah McLauchlan playing when the commercial comes on you automatically know it is the ASPCA. Everyone knows the commercial, the song is playing, while images of cats and dogs that have been abused flash on the screen. The commercial is asking for you to sign up with the ASPCA and pay a monthly fee in order to help the poor, abused, and malnourished animals. The commercial is sad and tugs at your heart strings and makes you want to sign up to help the abused animals. The commercial is made to motivate you to do something. The commercial is heart breaking and you feel as you have to do something now to help. I feel that the sad, abused, and malnourished animals shown are what makes the commercial so effective. If it was just a performer talking about how much we need to help these poor animals it would not be very motivating. Nor would it inspire so many people in the audience to help out. There are multiple theories of motivation that are shown in the commercial. The instinct theory to want to help and save the animals is presented. Also, I would say that the instinct to help a person or an animal in danger is something that you just feel is the right thing to do. The motivation drive theory I also, would say is a part of the commercial in that you are motivated to want to do something to take action. For some people...
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...Motivations and Advertising Amy Uptain PSY/211 Erika Redmond 08/16/2015 Motivations and Advertising The song “in the arms of the angel” Performed by: Sarah McLauchlan playing when the commercial comes on you automatically know it is the ASPCA. Everyone knows the commercial, the song is playing, while images of cats and dogs that have been abused flash on the screen. The commercial is asking for you to sign up with the ASPCA and pay a monthly fee in order to help the poor, abused, and malnourished animals. The commercial is sad and tugs at your heart strings and makes you want to sign up to help the abused animals. The commercial is made to motivate you to do something. The commercial is heart breaking and you feel as you have to do something now to help. I feel that the sad, abused, and malnourished animals shown are what makes the commercial so effective. If it was just a performer talking about how much we need to help these poor animals it would not be very motivating. Nor would it inspire so many people in the audience to help out. There are multiple theories of motivation that are shown in the commercial. The instinct theory to want to help and save the animals is presented. Also, I would say that the instinct to help a person or an animal in danger is something that you just feel is the right thing to do. The motivation drive theory I also, would say is a part of the commercial in that you are motivated to want to do something to take action. For some people...
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...Motivations in Advertising Taneisha Cox PSY/211 July 25, 2016 Daja McCleve Motivations in Advertising The commercial I chose to write about is the Coca-Cola-#MakeItHappy commercial from February of 2015. This commercial spoke to me especially with all of the hatred that has been spreading lately with the black lives matter, and all lives matter campaigns going on in the US right now. This commercial opens with a young man visibly upset typing aggressively on his keyboard with images of cyber bullying flashing and being said on his screen. Then they flash to an extremely large server warehouse where a maintenance man is working on a section of severs. He takes a drink of his glass bottle Coca-Cola and accidently sets it down on a wire making it tip over and spill into the whole a server causing sparks. Then you hear a song about showing love and not hate or ugliness. During this song, the screens of people's phones, tablets, electric billboards and computers change from negative, hateful images to words of inspiration and videos of people laughing and getting along. At the end, it shows the sun low over a city horizon with the words "The world is what we make it" across the screen as the song ends with show me love. The motivations that are being targeted in this particular ad are intrinsic and hierarchical. The intrinsic motivation in this commercial is to spread the love and make people happy instead of hate and to bring people down. That one you can be the one person...
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...Motivations in Advertising By: Janice Foley Psy/111 09/03/15 As we all know, advertisements are everywhere. Billboards, radio, television, on Social Media and even on vehicles. I have always kept an eye on Mcdonald’s commercials. McDonald’s, even though it is not very healthy for anyone, chooses great ways to advertise. They sometimes advertise commercials catering to people who eat salads, and want to eat healthy. Also, they advertise Happy Meals for the children. When they are advertising the happy meals, they bring out their famous Character, Ronald McDonald. He is sure to grab every kids attention. Next, they play some good music during the commercials and use vivid colors. This also grabs the attention of children. Lastly, they show what new toy comes with the meal. Most of the time it is something that is very popular. They also let you choose a girl toy or a boy toy. This makes kids love it even more. The motivation for the ad agency and the marketing teams are to make sure that they grab the attention that is needed and they keep it. That is what brings the customers in. Also, the value of their product. Cannot make it to high, or people will not visit their establishment. They want to keep up to date on everything and stay trending. Even though the food is not good for anyone that consumes it in mass quantities, they want you to visit. Children are the easiest target for these types of places. The child sees the new toys that they have, they...
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...their ads towards individuals seeking luxury and come from a better socio-economic status. While companies like Honda and Toyota direct their ads and marketing more to families. Audi has created a series of commercials that aim to sell their vehicles to those who categorize themselves within their ads, and use psychological motivations in their attempts. Watching several of the commercials Audi has to offer, one of the best examples of audience selection comes from "The Spell" (Spreafico, 2010). In the ad, Audi uses different groups and targets each distinctively. The first person is a kid of about ten years old who is staring at a poster of a Ferrari Italia. The second person is a woman in her mid 30's standing next to a Lexus vehicle. The next two actors to come up are two males who walk towards their Mercedes vehicles. After the two males, there is a senior couple with golfing equipment also standing next to a Lexus vehicle. Finally, there is a middle-aged couple that is standing next to a mansion and a BMW vehicle. It is important to understand what groups of people the characters in the ad attempt to attract because we can see what motivations are used. By starting off with the child in the ad, Audi attempts to achieve what the kid says by coming back to him at the end. The female that follows is standing next to an SUV in front of a soccer field and targets the mothers watching since Mid-SUV's tend to attract female mothers, hence the term soccer mom car. The two...
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...Motivations in Advertising Assignment Tommy Jordan PSY/211 July 13, 2015 Ivan Harrell Motivations in Advertising Assignment The commercial that will be used in the evaluation of motivations in advertising is the General Electric (GE) Brilliant Machines Commercial that included Agent Smith from the movie, The Matrix (Framestore Studio, 2013). The commercial’s premise was a creative take on a top Hollywood blockbuster science fiction movie franchise, namely the aforementioned movie, The Matrix (Framestore Studio, 2013). In the commercial, Hugo Weaving, the actor who played the Agent Smith character in all the Matrix movies, is in a hospital highlighting all of the innovative technology that GE is providing to hospitals that help improve medical care through service, equipment, and communication. The commercial’s focus is to show how GE’s software and hardware technology assist healthcare providers to connect patience with doctors and nurses, and machines like magnetic resonance imaging or MRI Scanners. The commercial basically states that using GE’s technology properly will help to streamline processes and reducing waiting times. Agent Smith actually states that by implementing this technology hospitals can turn the waiting room into just another room (Framestore Studio, 2013). In my opinion, this commerical motivates through an incentive based theory and actually mixes the two motivations of intrinsic and extrinsic incentives. The commerical basically plays on the...
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...HOW ADVERTISING WORKS Peter Voyer wrote this note solely to provide material for class discussion. The author does not intend to provide legal, tax, accounting or other professional advice. Such advice should be obtained from a qualified professional. lvey Management SeNices prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact lvey Publishing, lvey Management SeNices, clo Richard lvey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2007, lvey Management Services Version: (A) 2007-08-08 In order to design and implement effective marketing communications, managers must develop a solid understanding of consumer behavior in general, and consumers' interpretation of and response to advertising in particular. Consequently, this note presents a useful perspective on understanding how advertising works from a consumer point of view. The note takes the perspective of the elaborationlikelihood model (ELM) developed by Petty and Cacioppo. 1 Understanding how advertising works is important for students, academics and managers alike. Many marketing and consumer behavior researchers devote substantial research to the study of advertising. Advertising is a...
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...Determinants of Mobile Advertising Effectiveness: A Field Experiment _______________ Yakov BART Andrew T. STEPHEN Miklos SARVARY 2012/38/MKT Electronic copy available at: http://ssrn.com/abstract=2029496 Determinants of Mobile Advertising Effectiveness: A Field Experiment Yakov Bart* Andrew T. Stephen** Miklos Sarvary*** March 21 2012 * Yakov Bart (Yakov.Bart@insead.edu) is an assistant professor of marketing at INSEAD, 1 Ayer Rajah Avenue, Singapore 138676. Andrew T. Stephen (AStephen@katz.pitt.edu) is an assistant professor of business administration and Katz Fellow in marketing at the Joseph M. Katz Graduate School of Business, University of Pittsburgh, 318 Mervis Hall, Pittsburgh, PA 15260. Miklos Sarvary (Miklos.Sarvary@insead.edu) is Professor of Marketing and The GlaxoSmithKline Professor of Corporate Innovation at INSEAD, Boulevard de Constance, Fontainebleau 77305, France. All authors contributed equally to this work and their names are listed in random order. This research was funded by a Google-WPP Marketing Research Award and the INSEAD Alumni Fund. The authors thank George Pappachen, Ali Rana, Kara Manatt, and Aaron Katz for their assistance and support with this research. This paper can be downloaded without charge from the Social Science Research Network electronic library at: http://ssrn.com/abstract=2029496 * Assistant Professor of Marketing at INSEAD, 1 Ayer Rajah Avenue 138676 Singapore. Email Yakov.bart@insead.edu Assistant Professor...
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...University of Phoenix Material Motivations in Advertising Choose one of the following options to complete your assignment. Option 1: Paper Advertisers and marketers use motivation theory when they create advertising campaigns by pairing their products with items that arouse positive emotions. Find a video clip of a commercial for a particular product, and identify which motivations are being targeted in the ad. Write a 700- to 1,050-word (about two to three pages) paper about motivation in which you do the following: Summarize the commercial (include a link to it). Describe which motivation(s) being targeted in the ad, and explain which motivations are not being targeted. Compare the different theories of motivation (instinct, evolutionary, drive, arousal, incentive, and hierarchal), and explain how they differ. Explain which theory best fits the advertisement you selected. Note: Be sure to properly cite any resources you use and post a link to the clip. You will be assessed on whether your paper is clear and logically organized; whether the content is comprehensive and relevant; whether the language is appropriate to the audience; whether writing is clear and concise; whether grammar, usage, spelling and punctuation follow standard American English; and whether references are consistent with appropriate course-level APA guidelines. Format your assignment according to appropriate course-level APA guidelines. Submit your assignment to the Assignment Files tab. ...
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...REPORT ON INTERNAL FACTORS THAT INFLUENCE CONSUMER DECISION MAKING BY THE VICE PRESIDENT A number of factors influence the decision-making process of a consumer. Some of these are internal factors that are individualistic in nature. These factors cannot be seen, though they influence the consumer to a great extent. Motivation, attitude Learning, perception and personality etc. are some such factors. The processes by which these factors influence consumers have to be examined and understood. Marketers study these factors which the objective of influencing the decision process in their favor. Perception Perception is the process by which a person selects, organizes and interprets sensory stimulation to form a meaningful picture of the world. It is the process by which a consumer makes sense of the information that he receives. Selective Attention Exposure is the first step in the process of perception. The consumer has to first come across the stimulus or be exposed to it, to interpret it. Attention is the next step in this process. . Selective Distortion Consumers process the information they have paid attention to. Consumers assign meanings to these stimuli while interpreting them. Selective Retention Only a selection of messages is retained in the customer’s memory. These messages are in line with the consumer’s existing beliefs and attitudes. Importance of perception; Perception reduces the...
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...HUMAN RESOURCES MANAGEMENT IN ADVERTISING AGENCY Lecturer PhD. Cristina LEOVARIDIS State University of Political and Administrative Studies Bucharest Abstract: The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive advantage for current organizations. Such professional services firms have to practice a particular type of management, focused on their employees, on thier aspirations and satisfaction, therefore the component processes of the human resources management (recruitment, selection, integration, motivation etc.) have a particularly important role in obtaining employees’ loyalty and increasing their performance and consequently in the survival and development of the company. The empirical research used case studies based on in-depth interviews with managers in Bucharest advertising organizations, but also a survey through questionnaire sent by e-mail to advertisers across the country, to provide a clear picture on the characteristics of human resources management in Romanian advertising agencies. Key words: knowledge-intensive organization, advertising agency, human resources management, competences Introduction Nowadays, competition between organizations - becoming more flexible and innovative adhocracies - is "moving" more and...
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...advertisingpretesting The use of negative emotions in advertising Chuck Young, Ameritest, argues that the most effective ads are those that exploit the negative emotions of the consumer to drive advertising impact M ANY ADVERTISERS ARE wary of creating ads that evoke negative emotions in consumers, for fear of creating negative associations with their brand. This is not surprising, since the mental processes involved in transferring emotions generated by advertising to the emotional equity of a brand are not understood: playing with the dark force can be risky. I remember one of the first copy tests we conducted for IBM. Ogilvy had created ‘Blue Letterbox’ TV executions; however, this one had an unusual twist. The commercial had a dark storyline about hackers breaking into a company’s accounting systems and emailing sensitive payroll information to the entire company, but the story ended on a promise that IBM software would keep your systems secure. There was a debate at the highest level about this. Lou Gerstner, then CEO of IBM, who was engaged in his turnaround of the high-tech giant, was not sure about it. Steve Hayden, head creative on the account was a strong advocate. To resolve their debate, the two agreed to research. The lesson from research was that TABLE 1 negative emotion, properly used, can be a powerful driver of commercial performance. The commercial generated strong pre-test scores, and Lou agreed to run it. Tracking data validated the ad’s effectiveness...
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...MOTIVATION AND GLOBAL VALUES Chapter 4 MARS ONE 15–2 http://nyulocal.com/wp-content/uploads/2013/05/Mars_One.jpg http://cosmiclog.nbcnews.com/_news/2013/05/19/18305415-why-sign-up-for-a-one-way-mars-trip-three-applicants-explain-the-appeal?lite MARS ONE 15–3 127 HOURS 15–4 Aron Ralston 127 HOURS 15–5 127 HOURS 15–6 127 HOURS 15–7 MOTIVATION & THE BRAIN One of the best “drug” dealers in the world is your brain. Your brain is wired to release a shot of dopamine each time you achieve one of the following items, e.g.: Eat Exercise Achieve Goals Take Risks Try something new Etc. 15–8 http://www.forbes.com/sites/lewishowes/2012/08/20/motivation-and-productivity/ ??? What is motivation? WHAT IS MOTIVATION? Motivation “Why a person does something” Is the process by which a person’s efforts are energized, directed, and sustained towards attaining a goal. Energy: a measure of intensity or drive. Direction: toward organizational goals Persistence: exerting effort to achieve goals. Motivation works best when individual needs are compatible with organizational goals. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15–10 NEEDS VS. WANTS WHAT DO WE NEED? In a group, list what you need at the moment. Categorize the needs based on: Biogenic needs Psychogenic needs Status Power Affiliation Utilitarian needs Hedonic needs MOTIVATION...
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...Consumer Markets and Consumer Buyer Behavior Case Study Harley Davidson Building Success • Understanding the customers’ emotions and motivation • Determining the factors of loyalty • Translating this information to effective advertising Measuring Success • Currently 22% of all U.S. bike sales • Demand above supply • Sales doubled in the past 5 years with earnings tripled Case Study Harley-Davidson – Devoted Consumers Building Success • Offers good bikes, upgraded showrooms, and revised sales tactics. • Consumer emotions, motivations, and lifestyle research has been translated into effective advertising. • Harley riders are fiercely loyal to the brand, older, better educated, affluent. Measuring Success • Currently has 26% of all U.S. bike sales and 50% of heavyweight segment. • Demand outstripped supply for several years; waits of up to 2 years for popular models. • Annual revenues/earnings have grown at 14% to 23% over past 10 years. 2007: 21st straight year of record sales and income. 5-3 Definitions • Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption • All of these final consumers combine to make up the consumer market. Consumer Buying Behavior • Consumers make many buying decisions every day. • Most research consumer buying decisions try to answer the questions about; What consumers buy? Where, how, and how they buy, when & why they buy...
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...Consumer Motivation 1 Research Paper: Consumer Motivation (5-2) By: Jenny McCutcheon MKTG 330 Professor Dr. Snyder July 28, 2007 Summer 2007 Consumer Motivation 2 Research Paper: Consumer Motivation While customers have different motivations for consuming the things they do, all consumers have motivations that guide them to want, and purchase certain goods or services. Some motivations for consumption could include the need for status, social acceptance, security or individuality while other motivations are unconscious and can be utilized by marketers to hook consumers into buying a product they never knew they always wanted. The Viennese psychoanalyst, Ernest Dichter, was a leader in the field of qualitative marketing research in the early to mid 1900’s. Dichter suggested that consumer motives were oftentimes triggered by suppressed unconscious needs (as cited in Ziems, 2004, p. 210). Unfortunately, many of Dichter’s theories that have proven to be effective marketing strategies have been mostly forgotten in modern advertising (as cited in Ziems, 2004, p. 210). Marketing campaigns that have used Dichter’s theories on consumer motives to market products such as cars, furs, cell phones and even paper towels have shown success by increased sales. Ditcher understood that individuals in different age groups or demographics cared about different things, and had varied unconscious motives and needs. In an extensive study completed on the car market in 1939, Dichter discovered...
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