From Persuasion to Engaging Consumers in 4 Spheres

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Advertising > Best Practices

Jaap de Jonge, Editor, 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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More on Advertising
Summary
Forum
🔥The 5 M's of Advertising
How Much Should you Spend on Advertising? Budget
How to Use Personalized Ads Properly?
Best Practices
🥇Deception in Advertising
🥈How to Target Top Managers?
🥉Impact of Advertising
Measuring the Effectiveness of Advertisements
Communication Objectives of Advertising
From Advertising to Public Relations?
Different Types of Online Advertising
Event Sponsoring and Small Firms
From Persuasion to Engaging Consumers in 4 Spheres
Theory of Economic Information - Definition of Advertizing Elasticity
Cultural Differences in Advertising
Nudity in Advertising and Brand Recall
Sustainable Advertising and Sustainable Marketing
Women in Advertisements
Measuring the Effect of Promotional Marketing
Using Voice-overs in Advertising - You or a Professional?
Special Interest Group Leader

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Advertising
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