If you’ve ever looked at an OTC medication ad a little bit closer, you’ve probably noticed that the vast majority of them have a blue silhouette of a man (see picture above) and a red area representing the point of pain. Every time I ask someone from the pharma industry why they create similar ads continuously or if there is …
Does the formula for the perfect ad or commercial exist?
The answer is – YES…. Here’s the formula for the perfect ad: Functional benefit + emotional twist = perfect advertisement Let me show you a few examples of how this formula works – on a TV commercial, on a billboard, on a print ad…. TV AD Do you remember the Volkswagen commercial for the new Passat? If you haven’t seen …
Linkedin has become an online psychotherapy
Several followers have complained to me that they don’t see my posts on Linkedin at all, and I post almost every day, including weekends. The problem lies in the fact that self-help or life/work struggle posts perform best on LinkedIn and they outnumber in reactions and reach. I, on the other hand, write about consumer psychology. That’s not a topic …
Shopping through the eyes of your customer
For starters, I’ve got a little experiment for you…. Stand in front of a mirror, look into your own eyes…. Look at your left eye then your right eye and so on several times alternately…. Don’t move your head, just move your eyes – look at your left eye and then your right eye…. Can you see in your reflection …
Customers have spoken…
About 4 weeks ago, we conducted a survey for a client who explicitly requested a classic questionnaire despite our persuasion to do a non-conscious survey. One of the questions in the classic questionnaire was “Where did you last see our brand?”. The vast majority of respondents answered “On TV“ “ Our client has not had an advertisement on TV for …
How Croatia lost Eurovision…
The Croatian representative at the Eurovision Song Contest, the young and talented Albina, didn’t make it to the finals. I admit, although I usually follow Eurovision only through newspaper headlines, I watched Albina perform through the contest and personally believed that after a long time we had a representative who could deliver a good result. Albina has talent, she has …
Marketers, do you have morals?
Sheena Iyengar and her colleagues conducted research in France and the U.S. talking to parents who were forced to take their sick child off life support. The difference in this traumatic experience is that in France this terrible decision has to be made by a doctor, while in the USA parents have the last say…. Sheena’s research, which she described, …
Is Generational Marketing a Myth?
When you take a look at financial ability, Generation X is currently the most powerful consumer group in the world. However, when looking at impact, numbers and future potential, millennials are the most notable consumer group in the world, but the marketing and business world already needs to prepare for Generation Z…. If you look at the structure of both …
Are You Ready to Say “Goodbye” to Facebook Likes?
Do you like the pages of all the brands you buy from? Do you buy the brands of all the pages you like? Personally, I buy at a supermarket whose page I wouldn’t follow even in my craziest dreams. I don’t need everyday notifications that a pound of meat has dropped from 9.99 to 8.99. On the other hand, I …
The Paradox of Choice – Why Fewer Choices Bring Higher Sales?
There’s probably not a lot of people who have shown an interest in behavioral marketing and haven’t heard of the jam experiment. Exposed to a choice of 24 jams, only 3% of customers ended up buying a jam. Exposed to a choice of 6 jams, 30% of customers eventually bought the jam. This experiment shows a phenomenon we call the …