From Persuasion to Engaging Consumers in 4 Spheres

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Advertising > Forum > From Persuasion to Engaging Consumers in 4 Spheres

From Persuasion to Engaging Consumers in 4 Spheres
Jaap de Jonge, Management Consultant, Netherlands

Most advertising messages as we all know them are typically: - Transmitted widely (not precisely targeted) - Intrusive (pervasive, without consent of the receiver) - Irrelevant (not adapted to the receiver) - Persuading through either interruption, repetition or even by being ubiquitous (omnipresent). According to Jeffrey F. Rayport that has to change and is changing: In a media-saturated world, to engage consumers requires focusing on where and when they are receptive. Rayport says consumers are most receptive when they are approached in one of 4 spheres, especially when used in the right marketing stage: 1. PUBLIC SPHERE - where we are between activities, both physical and virtually. Good for Awareness, Trials, Purchase. Not good for Branding and Loyalty. 2. SOCIAL SPHERE - where we interact and relate with other people. OK for Awareness, good for Trials, OK for Purchase, Branding and Loyalty. 3. TRIBAL SPHERE - where we affiliate with groups, expressing our identity. Not (...) Read more? Sign up for free
 

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