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

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

2

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


References: Marketing Project – Group 7, Msc. CULS Prague, 2010  INTRODUCTION 5    Marketing Project – Group 7, Msc. CULS Prague, 2010    6    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 7    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 9    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      11    Marketing Project – Group 7, Msc. CULS Prague, 2010  Viral marketing is a highly visible form of guerrilla marketing these days 14    Marketing Project – Group 7, Msc. CULS Prague, 2010
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