The goal of marketing is to influence purchasing decisions. Marketers usually aim to get on the list of brands that audiences intend to buy. But it is more correct to aim to maximize the number of customers for whom their brand is No. 1 on the list. Just getting on the list of "eligible" brands is not enough, because products that are "almost bought" don't make money. Advertising and Emotion Marketing theorists have invented deeply committed brand buyers. In reality there is a completely different type: indifferent consumers who are not inclined to analyze, satisfied with the minimum of information about the brand. Purchases are made more intuitively and spontaneously, and instead of arguments of reason the consumer is guided by feelings. So, firstly, you should not try to make sense of your advertising message - instead you should try to attract attention and evoke an emotional response. Secondly, the coverage of the audience should be as possible, and the presence of advertising in the field of view of consumers should be made continuous. A few seconds Everyone knows that marketing messages should be delivered to consumers in seconds. After all, the surrounding space is oversaturated with information. But how long is it - 1, 5 or 10 seconds? Information of note for those who like extreme precision: It takes a person 1.7 seconds to process ads in popular magazines An ad in a trade publication, such as a medical magazine, takes 3.2 seconds Poster - 1.5 seconds Mailer ad - 2 seconds Banner ad - 1 second Pleasure and suffering Products and brands reward the consumer and bring pleasure because they help achieve goals. Price, on the other hand, implies the need to part with money and is perceived as a painful experience, that is, suffering. The basic principle that determines whether a product will be bought or not is very simple: if the difference between the expected pleasure and suffering is large enough, the consumer is inclined to make the purchase. So, the same ad can communicate the value of the brand or product and simultaneously include a "hard" sales message (e.g., "until such-and-such period, the discount is so-and-such percent"). The first message will increase the expected pleasure and the second message will decrease the suffering, all of which will increase the net value to the customer. The power of words In one study, subjects were offered dishes with either a descriptive name ("traditional Louisiana red beans and rice," "juicy Italian-style fish fillet," "tender grilled chicken") or simply a labeling of the ingredients (e.g., "red beans and rice"). In one study, subjects were either offered dishes with descriptive names ("traditional Louisiana red beans and rice," "juicy Italian-style fish fillet," "tender grilled chicken") or simply with ingredient labels (e.g., "red beans and rice"). Researchers wondered whether colorful names would affect flavor perception and, consequently, the value of a dish. And indeed, dishes with colorful names were not only ordered more often, but were also given higher ratings for their taste than the same dishes presented under an unoriginal name. Of course, none of the participants in the experiment thought, "I prefer food with colorful names." Value-oriented language not only increases the expected value of a product, but also affects the actual experience of the product. In studies of inscriptions on meat product packages, the phrase "75 percent lean meat" was perceived much better than "25 percent fat." Interestingly, the higher scores were also maintained when subjects tasted products from both packages. It turns out that the description affects not only expectations, but also the actual experience. The Anchoring Mechanism The anchoring mechanism, in which the price of a product is compared to other prices, is very effective. Take negotiations, for example. Experiments show that the final transaction amount will always be "anchored" by the initial offer. Therefore, in sales, it makes sense to stick to the "start expensive, end cheap" strategy-in other words, you should first name the highest price to anchor the final, lower price to be compared with.

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