Video "Psychosell: Advertising and Persuasion" ...
is a 25 minute live action video that was produced in 1991.  The video explains and illustrates techniques and procedures used in advertising to influence buying decisions.  Techniques treated include:

• Timing, volume, and repetition (techniques used to battle clutter)
• Psycho-graphics (how ads appeal to feelings, needs, desires, and dreams.)
• Power of brand names to influence feelings
• Power of emotions to influence decisions
• Positioning as a persuasion technique
• Saliency- the instinct to notice sudden change
• The video will not mention saliency, but will give you this explanation..."Animals react to sudden sounds and changes in movement. It's a survival instinct. So do people.  We notice changes in pictures and sounds. We pay attention to loud noises and bright colors.  Advertisers use this habit to grab our attention."
• The Cinderella Syndrome - the updated search for instant change through magic potions or creatures with magical powers
• Demographics

Chapter 6:  Segmentation, Targeting and Positioning

The concept of target marketing and segmentation.
Stages

• Segmenting
• Targeting
• Positioning

Why segmentation is important?

____________________________________

Understanding ____________________________________

Understanding ____________________________________

Segmentation Variables

• Demographic
• Geographic
• Psychographic
• Geodemographic

Trends to Watch

• Income
• Population
• Minority group changes
• Living patterns

Geographic Segments

• Weather
• Seasonal purchase patterns
• Zip codes

Psychographic

Defining audiences based on psychological and behavioral characteristics:

• Motivation & Desired Benefits
• Attitude
• Lifestyle (ie., VALS)
• Personality
• Behavior - product-use & 80/20 rule
• Brand loyalty

VALS

(show diagram)

Geodemographic

People with similar demographics and psychographics live in clusters.

"Birds of a feather flock together"

What makes a segment meaningful?

• Profitable opportunities
• Growth potential
• Acceptable risks
• Acceptable entry and exit barriers

Positioning Themes:

What is positioning?  _____________________

Three fundamental themes:

Benefit ______________________

User _________________________

Competitive ___________________