Body of Truth – Leveraging What Consumers Can′t or Won′t Say

Name: Body of Truth – Leveraging What Consumers Can′t or Won′t Say
Author: D Hill

Leveraging What Consumers Can′t or Won′t Say

Gebonden Engels 2003 9780471444398

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Samenvatting

In
Body of Truth, Dan Hill, PhD, explores the rational approach to marketing and market research, using the latest findings on human cognition and communication to help marketers tap into consumers real needs and wants. Hill backs his argument with new technology such as biofeedback and facial coding to measure and record consumers true sensory responses to products and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response.

Specificaties

ISBN13:9780471444398

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:272

Uitgever:John Wiley & Sons

Hoofdrubriek:Reclame en verkoop, Algemeen management

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Inhoudsopgave

Introduction: Laying the Groundwork for Sensory Logic.
Chapter 1. Fighting the Battle: How to Make the Case for the New Marketing Paradigm.
Chapter 2. Rationality Redefined: How Cognition and Communication Actually Work.
Chapter 3. Marketing Backed by Science: Applying Scientific Insights for Marketing Success.
Chapter 4. The New Research: Understanding How Consumers Really View Your Products.
Chapter 5. Using Emotive Branding: How to Tap into Consumers Deepest Emotions.
Chapter 6. Powerful Brand Story Design: Creating a Narrative That Will Solidify Consumer Devotion.
Chapter 7. Emotional Positioning: How to Sell Your Products Based on Their Emotional Resonance.
Chapter 8. Using Emotive Scripts: Tapping into Consumers Emotional Memory Banks.
Chapter 9. Consumers Evolutionary Needs: Appealing to Humans Innate Desires.
Chapter 10. Looking Forward: How Science Will Continue to Benefit Marketing.
Acknowledgments.
Index.