How do you get insides your mindds of your customers?

HOw do they get you to say "ill buy that"

understand who your custoemrs your arel, than alter your message to adapt to your audeince,

Myrill Lunch, we are bullish on America, but we pitcch to acheivers, but acheivers to not not see themselves as part of the hurt, so they switched to one bull, what does VALS say ahbout achievers, indiivudals rather than conformists, shift from hurt to bull making its' way through crystal shop, and retnetion when way up among achievers,

Myrill Lyncy : A Breed Apart

VALS, psycho-graphics, what makes people laughyt, cry, and buy

outer vw innerdierct

outter pick singal from others,

inner-march to their own drummer

adds directed to inner vs outer directed differe considerably,

label commericals by the VALS cateogry they are directed at

integrated, combine the power of outerdirected(achiers) with the inner directed

adapt message using principles of advertising

first goal-break through clutter, to get attention

might measure phsyilogical response of audience, e.g. use beam of light where test audeince member is focusing on in watching the add

eye tracking research, do people spend to much time trying to figure out what is going on in the add

packages are disgned to be more eye catchinging, more mouth watering, Buy me, the packing becomes the product, the package closes the sale

perception research

how does audienc eperciey the add

askk people, was this commerical persuasive?

procution of commerical costs about 100,000 dollars, so there is extensitve pretesting of commerical and audeince analysis,

using celebright

use slice of lice situation

use relelvant humor

use charactersit relevant to brand

make sure commerical is clear from the start, what is the product and what are they gong to tell you about it,

now how creative or clever, but does it sell the product

A.C. Nielsen, Springifled Missouri, Which Advertistements Actually Get People To Buy

4000 panel members, balck box on television, purcdhases are reocreded on Neilesen computer, do adds influence the scale. housees equippped with commerical so they receive test commericals

precise means of testing products and advertising,

market researchers, only when they understanding us, can they response to our needs

do you agree of disagee

with billioins of dollars at stake, how to make products appeal to us, will go on

Beer And Wine Commericals

Do Beers And Wine Commeriall Encourage Teens To Drink?

Soberting Controvery

Project SMART

Stop Market

relative negative effect of advertising exposure on conceuption of alcohol

no realtionship between alcohol and problem-behaviors of teens comonly assoicated with alcholoy

Donalod Srickland, Washington University

peer attitues and parent attiues have a more signirication influence on a teenagers consumption of alcohol

eye trackingt

brain wave analsyis when people watch television commericals

galvanic skinn response-sensors on fingertips

People Meters

Aritorn

Viewers Must Identify Them With A Code, Know Exactly Who Is Watching

Does Music Seduce Shoppers?

slow tempoed vs fast tempoed

can influence time spend in shoppint

employees playing rock and roll at the end of the day so shoopers would hurtty hup and leave

Dr. Josephy Plummer

Young And Rubicon, largets advertising agency in the country

Do the advertiers know more about us than we do?

What principles are involved? What works in the Adveristising field and what dosent

1 know all you can about aobut the person you are trying to communicate with

2. the advertsing should spring out of truth or righteness of the product

can turn sow's ear into silk puse, consumers looking for value and quality

3. be clear, not confusing or to complex, limited time to communicate an improtant ideas

research methods should flow from question you have to start with, if you have a speicfic questions, dependent on bio-physiolgoical indicators, risky, complicated research to do well,

never any guarentee, what do you say? I want some guarentee sceientifically

does the ad performe the functions it is suppposed to perform

take the add out and test it

test it in a test market mode

managmement, independent or advertisntg is mainimizing risk

from overall perspective how do people behave and what's important to us, what boethers us and what we have ctonrol over, not much, so we tend to put greate importance ovdr the little things in life, didn't think about change and staiblity, chaging to Classic Coke, this was upsetting,

does this apply around the world, growing us of research, and different cretive approaches used by the cultuer,

terrigble interivw, poorly edited, disjointed, no flow, interivewed lacked kpresentation

will market researchers know more about us than we know more about ourselves

unrestrined marekt research, won't happen if we view advertinin with tinteligent, and critical

are the products we want, the product we get