adverts – when will mobility managers catch up john porter interactions ltd 2 beech court,...
TRANSCRIPT
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Adverts – When will Mobility Managers catch up
John PorterInteractions Ltd
2 Beech Court, KilcooleCo. Wicklow
00353 87 236 1560
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ECOMM 2014 2
The conventional message
Is boring, conventional and usually shows the picture of the transport mode.
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ECOMM 2014 3
How the Motor Industry portrays itself
• Two methods– Technical
• Lots of technical details about the product
– Inspirational, Idealised or Aspirational• Freedom, Choice, Open space
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ECOMM 2014 4
The Technical Approach
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ECOMM 2014 5
Inspirational
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ECOMM 2014 6
Inspirational
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ECOMM 2014 7
A Way of Understanding
• Personal Construct Psychology
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ECOMM 2014 8
Personal Construct Psychology
• A person’s processes are psychologically channelised by the way in which he / she anticipates events
• Each person behaves like a scientist, formulating predictions, testing them and revising ways of thinking in the light of outcomes– Keyword - VALIDATION
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ECOMM 2014 9
A Construct
Example: Laid back Tense / alert
Preferred pole Non-preferred polePreferredpole is a personalchoice
2 contrastingpoles
Clustersof personalmeaning
Relaxed, Tolerant,not in a hurry
Arrive on timePunctual, Reliable
SPACE
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ECOMM 2014 10
A Construct System
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ECOMM 2014 11
A Construct System
Core constructs
Values
Materialistic or concrete constructs
High importance(resist change)
Lowimportance(easy to changeif incidental)
Psychologicalconnections (preferredpoles only)
Cluster
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ECOMM 2014 12
A Construct System Core (more abstract) constructs
Materialistic or concrete constructs
PsychologicalConnections
Easy to use
Reliable
Successful
Saves time
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ECOMM 2014 13
Making a choice (1)
Reliable Unreliable
Preferred pole Non Preferred pole
Links to rest of Construct System
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ECOMM 2014 14
Elements
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ECOMM 2014 15
Positioning Elements in Psychological Space
Reliable UnreliableA B C D E
YOU
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Why People Choose what theyWant to Be
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ECOMM 2014 17
Eliciting techniques
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ECOMM 2014 18
Eliciting techniques• More abstract constructs
why did you choose X?what is the opposite of that?which do you prefer?why?
• More concrete constructshow would you describe ..... what
would he/she be doing/saying
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ECOMM 2014 19
More eliciting techniques
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ECOMM 2014 20
Constructs
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ECOMM 2014 21
Conclusion
Get to know your target audience
Make the adverts inviting by appealing to their aspirations
OR Make adverts full of information
Do not try to do both