4.1 key features of promotion psychographic appeal (emotionalmanipulation)

Objective: to understand how advertisers target and emotionally manipulate audiences using Demographics and Psychographics

http://www.slideshare.net/leannacatherina/audience-profiling-powerpoint 

Pass: to describe how an advert promotes using Psychographic appeal 

Merit: to explain how an advert promotes through manipulating its audience using Psychographic appeal 

Starter: Russell brand iwatch 

http://youtu.be/O82cKVp7dO8 

Discuss, how & why do Facebook, Twitter, Apple, Google, Amazon etc track & record your browsing history (yes even those sites), social network comments and views, purchase history - how are they able to recommend things for you on screen?

New info: Demographics & Psychographics (How advertisers group audiences) using social networks

http://youtu.be/LvAhk-pgfgw

Key Feature 1: Psychographic appeal

https://m.youtube.com/watch?v=yfOWtaNp2Yg  

https://www.slideshare.net/shaniasteele/demographics-and-psychographics-28536777?from_m_app=ios 

Where do advertising agencies get their information from their audience?

Key Feature 2: Persuasive Technique: Emotional manipulation

(Merit explain how and for what purpose ads use psychographic appeal)

11 types of adverts (emotional appeal) https://m.youtube.com/watch?v=QN7NZB4f4qM 

Use the worksheet to consider which group (demo and psych) they are targeting

Make notes on the following

Task 1: Create a Psychographic profile for yourself using Fakebook, what brands, entertainment, beliefs, loyalties, services represent you? 

Which Psychographic group do you think you belong to?

Task 2: in groups explain who the video is aimed at using Psychographic appeal and how the advert is  manipulating the particular audience

Pass: a) Describe the key features of Psychographic appeal and Persuasive Techniques used and b) how it the ad is recognisable as a promotional video

Merit: a) Explain the purpose (to promote the brand awareness or product features) and b) explain how the ad manipulates the emotions of the specific audience (Demo & Psychographics)

Nike ad http://youtu.be/tMQgPYYqbzo example of how to present

1. Who are these ads targeting? (demo & psychographics)

2. Persuasive Technique: What is the intended emotional response?

3. Manipulation: How is the advert trying to make you aware of either the brand or problem?

Allocated clips in pairs:

Michael & Patrick

http://youtu.be/2X8Bd3-G6IU coke 

Melissa & Marcus

http://www.dailymail.co.uk/news/article-2422319/The-True-Move-H-mobile-phone-advert-crying.html

Angel & Christian

http://youtu.be/VGXCcEZJ7Ms obesity psa 

Dan & Joanna

http://youtu.be/RzDr18UYO18 domestic violence psa

Alexander & Michael A

http://youtu.be/VQ3d3KigPQM T-Mobile Liverpool Street 

Bradley & Jonah

http://youtu.be/sJja5SUdzY4 mobile phone banned Kazaam

Matthew & Mudia

http://youtu.be/eBuC_0-d-9Y F**k the poor charity

http://youtu.be/edkJQ4wHqHY or http://youtu.be/4wK3SF3DfcM McDonald's 

http://youtu.be/e7gR7EYjcP8 Jaguar good to be bad

http://youtu.be/Kdk_7i8KIo0 princes trust

http://youtu.be/TgjCEOk1poc Lynx 

http://youtu.be/iccscUFY860 John Lewis Christmas 

Task 3: research the audience for your mobile phone concept.

A) Use social media to gather information on Demographics (age, gender, socio-economic group, ethnicity) and Psychographics (see resources below).

Conclude with a summary of Behavioural advertising -  http://youtu.be/UzOGdtV-_4w 

B) Write a treatment for your mobile phone advert - discuss what aspect of a smartphone you will feature to connect with the audience (uses and gratifications - see categories of why people use the media)

assessment: Pitch the treatment for a 1 minute mobile phone advert that targets a specific psychographic group

http://www.slideshare.net/jadajadajingjing/treatment-template-21761202

Think about the service of the imaginary phone you will be making the ad for example http://youtu.be/R7aLWbSv0Dg

Resources to go into your Treatment

PSYCHOGRAPHICS.(More suitable for advertising) Adverts are more likely to be identified using psychographics rather than demographics, for example… Aspirers: people who want to appear rich and attractive. ‘People who aspire to be…’ Reformers: people who want social change, are unimpressed by status and make decisions based on their         values (e.g. environmentalists) Explorers:  adventurous people who like talking risks Mainstreamers: people who follow the crowd Strugglers: people who find it hard to achieve (often connected with poverty) According to Blumler and Katz, these are the reasons why people consume media texts.  Media producers may design their texts to appeal to these needs and desires. INFORMATION Finding out about events, seeking advice, learning, satisfying curiosity/interest, security through knowledge. PERSONAL IDENTITY Reinforcing personal values, finding models of behaviour (role models), identifying with people in the media, gaining insight into self. SOCIAL INTERACTION Finding a basis for conversation, identifying with others, gaining a sense of belonging, having a substitute for real-life companionship, gaining insight into the circumstances of others, helping to carry out social roles, enabling one to connect with family, friends and society. ENTERTAINMENT Escaping, being diverted from problems, relaxing, getting cultural enjoyment, filling time, emotional release:

Contemporary use of social networks

Psychographics look at the mental model of the consumer in the context of a customer lifecycle. Amazon.com has long been a leader in this space, through innovations like “recommended products” and “users like me also bought.” Its algorithms have learned to predict its users, and what they are interested in. 

Here’s how a psychographic profile might look different from a traditional marketing profile target for a childcare provider:

Psychographics provide much more useful information about users. There are multiple data sources making this possible today. Social profile data & behavioral data online.

Social Profile Data

Profile data from social networks consist of all the fields users grant permission for brands to use on their behalf. Most things that users track on social networks can be used to create a closer relationship with a customer. Fields like relationship status, level of education, interests and occupation can all be managed through social profile data. Watch behavioural advertising http://youtu.be/UzOGdtV-_4w 

Assessment Quiz on Adverts: http://www.businessinsider.com/quiz-can-you-figure-out-what-these-ads-are-for-when-the-branding-is-removed-2012-6?op=1&IR=T 

What persuasive techniques?