...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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...The following is an outline depicting a man I personally know by the name of Adam Neuner. I will express the reason for choosing my subject, and many different aspects of his life. My subject is a 30-year-old male that is in a roller coaster ride relationship, while all the while appears to need acceptance in everything he does. Adam is a very likeable person and the mission is for you, the reader, to understand Adam in a way most would only love to be able to accomplish. Case study of Adam Neuner I chose to perform a case study on my husband Adam Neuner. I believe while studying him I may very well learn things about him that maybe I yet still do not know about him. Adam is a 30-year-old male in great health. Adam is a very likeable person and extremely easy to get along with. Adam did not come from an abusive household so for him to be abusive really confuses many people. Adam comes from a family where the core belief is all about family. When it comes to Adam’s upbringing, there were not a whole lot of things he could remember that were to have a negative impact on him today. Adam was had an athletic youth, parents always provided him with insight to life and the circumstances it may cause due to bad decision making. Adam had a lot of structure and in his eyes; he believed that his parents validated any emotion of feeling that arose. Adam also was instructed by his parents to overcome obstacles and get a positive result. Adam did however...
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...In his paper, “A Theory of Human Motivation,” the famed American Psychologist Abraham Maslow outlined the basic human needs. These included Physiological, Safety, Belongingness and Love, Esteem, and Self-Actualization in that order. In his study, he points out that every human being has a need to feel safe (McLeod). It is innate to long for security for your person and your property. Even depictions of the earliest man show them with clubs in their hand. Keeping their home and family secure was their personal obligation. There was no organized security force but security was upheld none the less. As we became a civilized society, there were many factors that drove the development of an organized private security industry to uphold that need for safety. In the Middle Ages the term King of the Castle literally meant just that. It was the king’s responsibility to ensure his castle and the people were protected. The hue and cry principle evolved the as people moved into individual farms and they were no longer protected by castle walls. This was the act of summoning a group of able bodied men to apprehend those that had done harm to a person or any of their property. During the Colonial times, as people moved from small individual farms into towns and cities, a form of constant supervision became a necessity. Crime was increasing and it had to be policed. A watch system led by a sheriff and a constable was developed. While this system worked to some degree protection...
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...Assignment of Psychology Submitted by: Group 6 Submitted To: University of Sargodha canal campus Lahore Contents * Define Psychology * History of Psychology * Purpose of studying Psychology * Difference b/w Applied and Research Psychology Braches of Psychology * Clinical Psychology * Organizational Psychology * Health Psychology * Family Psychology * Experimental Psychology * Environmental Psychology * Educational Psychology * Developmental Psychology * Counseling Psychology * Community Psychology Howard Gardner’s Theory of Multiple Intelligences * Linguistic Intelligence * Mathematical-Logical Intelligence * Spatial Intelligence * Intrapersonal Intelligence * Kinesthetic Intelligence * Interpersonal Intelligence * Naturalist Intelligence * Musical-Rhythmic Intelligence Maslow Theory of Human Needs * Hierarchy * Physiological needs * Safety needs * Love and belonging * Esteem * Self-actualization * Self-transcendence DEFINE PSYCHOLOGY AND ITS HISTORY? DEFINITION Psychology is the science of human and animal behavior that includes the study of mental processes that influence overt behavior. Psychology is a science like biology, physics, or chemistry. Psychologists use scientific techniques to build a body of knowledge about behavior and mental processes. HISTORY Today, psychology...
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...THE EFFECTS OF ROLE PERCEPTIONS ON WORKPLACE CONFLICT The effect of role perceptions and their impact on workplace conflict is examined. The results of a questionnaire study on a full time working employee showed that differences in individual employee role expectations have a direct impact on workplace conflict. A relationship between ambiguous rules and counterproductive workplace behaviours exist. Misinterpreted role perceptions by employees and other stakeholders in the organisation create varied levels of understanding that directly contributes to conflict. The problem of ambiguous or unrealistic role expectations has an increased impact on workplace conflict and in particular dysfunctional workplace conflict. Levels of conflict are identified in relation to role perceptions and are seen as the stressors of conflict which impact on achieving goals that benefit both the individual and the organisation. These findings relate to how well the individual understands their role expectations and how those expectations are also understood by others within the organisation structure is explored. Role perceptions and conflict immediately has its challenges, however with clear expectations and realistic performance goals identified, dysfunctional conflict impacts can be reduced and minimise the effects of wasted resources and effort to achieve organisational objectives. A workplace without conflict is an ideal state of mind, something we all strive for and is rarely achieved...
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