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From Persuasion to Engaging Consumers in 4 Spheres

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Jaap de Jonge
Editor, Netherlands

From Persuasion to Engaging Consumers in 4 Spheres

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 good for Awareness, OK for Trials, good for Purchase, Branding and Loyalty.
4. PSYCHOLOGICAL SPHERE - where we connect messages with thoughts and feelings. Good for Awareness, Not good for Trials, OK for Purchase. Good for Branding and Loyalty.

I liked reading this article, because of the 4 spheres model that will stimulate more customer-centric thinking by advertisers.
Source: Jeffrey F. Rayport, "Advertising's New Medium: Human Experience", HBR Mar 2013.

 

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

SIG Leader

Do you know a lot about Advertising? Become our SIG Leader

Knowledge Center

Advertising
Knowledge Center



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