Key Terms
* neuromarketing ( psychological )
At the beginning of the class, a man is being interviews on certain emotions he relates to eating a piece of white bread. Lonely, accepting, scared, comfortable, etc... the market research is looking for psychological connections to their product. Corporations hire psychology (e.g. Rapaille) experts to "crack the code" of certain products. This video focuses on the idea/product of luxury.
- Focus Groups
-reptilian hot button - he doesn't want people to tell him things intellectually... he just wants people to use an unbiased and clean version of their opinion on luxury
* emotional branding
LISTENING - need to listen to the public about what they want... and direct your advertising toward those opinions. Need to test language and find words that work and spark something in consumers' minds. Simple words to need to move people on an emotional level... move them to action.
----80% emotion, 20% intellect
* branding/creating a culture around a brand
* narrowcasting
* rhetorical marketing
* under the radar marketing
* across-media marketing
* product placement across media
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