Marketing to the mind: right brain strategies for advertising and marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Westport, Conn. <<[u.a.]>>
Quorum Books
1996
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 280 S. Ill., graph. Darst. |
| ISBN: | 1567200311 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing to the mind |b right brain strategies for advertising and marketing |c Richard C. Maddock ; Richard L. Fulton |
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Datensatz im Suchindex
| _version_ | 1804144634240172032 |
|---|---|
| adam_text | Contents
Illustrations ix
Acknowledgments xiii
Preface xv
Introduction 1
1. Advertising Past and Present 7
2. Advertising to the Right and Left Sides of the Brain 15
3. The Secrets of the Silent Side 25
4. Marketing to the Mind: How to Market and Advertise
Directly to Consumer Motivations and Emotions 33
5. Absurdities 71
6. Personalizations 81
7. Motives and Emotions, Features and Benefits 89
8. Right Brain Motivational Research 101
viii Contents
9. Updating Focus Group Techniques for Investigating
Consumer Motivation 123
10. From Qualitative to Quantitative 135
11. The Sensory Side of Advertising and Marketing 141
J12. The Empirical Side of Advertising and Marketing 151
13. How Motivation is Used to Design Effective
Advertising and Marketing Strategies 157
14. Casino Gambling and Wagering 179
15. Restaurant Marketing 189
16. Amusement and Themed Attractions 195
17. Fashion Marketing and Merchandising 205
18. Cosmetics Marketing 211
19. Automotive Advertising and Marketing 221
20. Why People Still Visit Elvis and Graceland 231
21. Marketing Professional and Nonprofit Services 239
22. Marketing Commodity and Business Services 249
23. The Features and Benefits of Three-dimensional
(Silent Side) Marketing 261
Selected Readings 269
Name Index 271
Subject Index 275
Illustrations
Table 3-1 Eight Basic Motives 29
Table 4-1 Quadrants of the Mind 34
Table 4-2 Fleischman s Elements of Spiritual Survival 49
Table 4-3 Motives, Elements, Emotions, and Benefits in
Consumer Behavior 65
Table 5-1 Absurdities 74
Table 5-2 Additional Absurdities 75
Table 6-1 Personalizations 82
Table 6-2 Sample Marketing Strategies Created with
Personalizations 85
Table 7-1 Motives and Elements, Features and Benefits
Expressed by Consumers in a Large Appliance
Study: Refrigerators 91
Table 7-2 Motives and Elements, Features and Benefits
Expressed by Consumers in a Large Appliance
Study: Ranges and Stoves 93
x Illustrations
Table 7-3 Motives and Elements, Features and Benefits
Expressed by Consumers in Research on
Beer Drinking 95
Table 7-4 Motives and Elements, Features and Benefits
Expressed by Duck Hunters 98
Table 8-1 Classification of Elements into Motivational
Categories 113
Table 13-1 Motivations, Emotions, and Benefits of Going on
a Cruise 173
Table 13-2 Advertisements That Appeal to Motivations and
Emotions 174
Table 13-3 Closing Arguments in the O. J. Simpson Trial 177
Table 14-1 Types of Consumers Who Frequently Visit
Casinos and Their Motivations 188
Table 15-1 Types of Dining Experiences 193
Table 17-1 Consumer Segmentation in Women s
Fashions and Shoes 208
Table 17-2 Marketing Fashions to Men: The Motiva¬
tional Approach 210
Table 19-1 Lynn Hickey Dodge: Motivators 229
Table 21-1 Nonprofit Activities and Spiritual Issues Involved 245
Table 22-1 Motives, Features, and Benefits Involved in
Commercial and Retail Banking 251
Table 22-2 Benefits Associated with Motives in
Banking and Financial Transactions 255
Table 22-3 Examples of Positioning at the Level of
Spiritual Survival 255
Illustrations xi
Figure 2-1 Relationship of Reason/Affect on a
Product Continuum 19
Figure 4-1 Orientation to Person 38
Figure 4-2 Orientation to Place 39
Figure 4-3 Orientation to Time 40
Figure 4-4 Spiritual Survival 52
Figure 4-5 The Adaptation Motive 58
Figure 4-6 Another Example of the Adaptation Motive 59
Figure 4-7 Typical Motivational Hierarchy 64
Figure 5-1 Onan Absurdity 76
Figure 8-1 In-depth Interviewer s Format (Condensed) 107
Figure 8-2 Wine Labels (Agency) 116
Figure 8-3 Wine Labels (In-house) 116
Figure 8-4 How In-depth Motivational Research Inputs to
Other Areas 119
Figure 11-1 Skull of Phineas Gage 145
Figure 16-1 Thrill Seekers 196
Figure 18-1 Cosmetics: Orientation to Person 214
Figure 20-1 Elvis Presley and Sigmund Freud 236
|
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T23:06:40Z |
| institution | BVB |
| isbn | 1567200311 |
| language | Undetermined |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-021763594 |
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| publisher | Quorum Books |
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| spelling | Maddock, Richard C. Verfasser aut Marketing to the mind right brain strategies for advertising and marketing Richard C. Maddock ; Richard L. Fulton Westport, Conn. <<[u.a.]>> Quorum Books 1996 XI, 280 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Neuromarketing (DE-588)7601901-9 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 s Neuromarketing (DE-588)7601901-9 s DE-188 Fulton, Richard L. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021763594&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Maddock, Richard C. Marketing to the mind right brain strategies for advertising and marketing Neuromarketing (DE-588)7601901-9 gnd Werbepsychologie (DE-588)4140889-5 gnd |
| subject_GND | (DE-588)7601901-9 (DE-588)4140889-5 |
| title | Marketing to the mind right brain strategies for advertising and marketing |
| title_auth | Marketing to the mind right brain strategies for advertising and marketing |
| title_exact_search | Marketing to the mind right brain strategies for advertising and marketing |
| title_full | Marketing to the mind right brain strategies for advertising and marketing Richard C. Maddock ; Richard L. Fulton |
| title_fullStr | Marketing to the mind right brain strategies for advertising and marketing Richard C. Maddock ; Richard L. Fulton |
| title_full_unstemmed | Marketing to the mind right brain strategies for advertising and marketing Richard C. Maddock ; Richard L. Fulton |
| title_short | Marketing to the mind |
| title_sort | marketing to the mind right brain strategies for advertising and marketing |
| title_sub | right brain strategies for advertising and marketing |
| topic | Neuromarketing (DE-588)7601901-9 gnd Werbepsychologie (DE-588)4140889-5 gnd |
| topic_facet | Neuromarketing Werbepsychologie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021763594&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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