This video explains the impact of cultural processes such as rituals and myths on advertising and product usage.
- Culture refers to the accumulation of shared meanings…among members of a society.…Often we conform to cultural expectations,…even if we don't stop to question why we believe…the number 13 is bad luck,…or that we need to buy chocolates on Valentine's Day.…Two elements of culture that are important for marketers…to understand are myths and rituals.…A myth is a story with symbolic elements…that represents a culture's ideals.…
It provides people with guidelines about good and evil.…We associate myths with the ancient Greeks and Romans,…but in reality comic books, movies, holidays,…and yes, even commercials embody our own cultural myths.…Consider for example,…the way that McDonald's takes on mythical qualities.…The golden arches offer sanctuary…to Americans around the world…who know exactly what to expect once they enter.…
Basic struggles involving good versus evil…play out in the fantasy world…McDonald's advertising creates.…For example, when Ronald McDonald confounds the Hamburglar.…McDonald's even has a seminary called Hamburger University,…
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior