Advertising Makes You Buy Things You Do Not Need! It Manipulates You!

Topics: Marketing, Advertising, Guerrilla marketing Pages: 21 (6850 words) Published: August 13, 2011
  ADVERTISING MAKES YOU BUY THINGS   YOU DO NOT NEED! IT MANIPULATES YOU!      

 

GROUP PROJECT
Members: CALL Guillaume, AUDOUSSET Geoffroy, BAYRAK Samet, VASKOVA Petra, PISTECKY Jan, KOPECKY Daniel, HEYDRICH Lukas, FISER Martin

Marketing Project – Group 7, Msc. CULS Prague, 2010     

“God damn it, an entire generation pumping gas, waiting tables; slaves with white collars. Advertising has us chasing cars and clothes, working jobs we hate so we can buy sh** we don't need.”  

  Tyler Durden, FIGHT CLUB Movie 
     

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Marketing Project – Group 7, Msc. CULS Prague, 2010   

TABLE OF CONTENT:
Table of Content: ..................................................................................................................................... 3  Introduction  ............................................................................................................................................ 4  . Psychological perspective and consumer behaviour .............................................................................. 6  Motivation ........................................................................................................................................... 6  Perception ........................................................................................................................................... 7  The buying situation ............................................................................................................................ 8  Examples of techniques and psychological effects ................................................................................. 9  Salesman’s Techniques  ....................................................................................................................... 9  . Limited time offer ............................................................................................................................ 9  Buy one get one free ....................................................................................................................... 9  Loyalty cards .................................................................................................................................. 10  Guerrilla Marketing ........................................................................................................................... 11  Psychological pricing ......................................................................................................................... 13  Odd pricing .................................................................................................................................... 14  Question is, how are we influenced? ............................................................................................ 15  Prestige pricing .............................................................................................................................. 15  Dreams and Idols ............................................................................................................................... 16  The Bandwagon Effect  ...................................................................................................................... 18  . The Snob Effect  ................................................................................................................................. 19  . Code of advertising  ........................................................................................................................... 19  . Word of mouth marketing ................................................................................................................ 20  Summary ............................................................................................................................................... 23 ...

References: Marketing Project – Group 7, Msc. CULS Prague, 2010 
INTRODUCTION
5   
Marketing Project – Group 7, Msc. CULS Prague, 2010   
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Marketing Project – Group 7, Msc. CULS Prague, 2010  In developed world, nobody can imagine the life without social networks, however, consumers in developing countries do not have access to Internet at all
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Marketing Project – Group 7, Msc. CULS Prague, 2010  Nowadays, a referred stimulus is used by blog creators for attracting new readers to monetize the discussion
The buying situation
When people purchase stuff, they go through different stages(Consumer Behavior, 2010): • • • • • • Problem recognition Information search Emergence and evaluation of alternatives Purchase decision Purchase Post purchase evaluation
Marketing Project – Group 7, Msc. CULS Prague, 2010 
EXAMPLES OF TECHNIQUES AND PSYCHOLOGICAL EFFECTS
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Marketing Project – Group 7, Msc. CULS Prague, 2010  Loyalty cards  Loyalty cards are widespread feather of supermarkets and retailers
10   
Marketing Project – Group 7, Msc. CULS Prague, 2010     
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Marketing Project – Group 7, Msc. CULS Prague, 2010  Viral marketing is a highly visible form of guerrilla marketing these days
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Marketing Project – Group 7, Msc. CULS Prague, 2010
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