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Adverts – When will Mobility Managers catch up

Adverts – When will Mobility Managers catch up. John Porter Interactions Ltd 2 Beech Court, Kilcoole Co. Wicklow 00353 87 236 1560. The conventional message. Is boring, conventional and usually shows the picture of the transport mode. How the Motor Industry portrays itself. Two methods

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Adverts – When will Mobility Managers catch up

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  1. Adverts – When will Mobility Managers catch up John Porter Interactions Ltd 2 Beech Court, Kilcoole Co. Wicklow 00353 87 236 1560

  2. The conventional message Is boring, conventional and usually shows the picture of the transport mode. 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 ECOMM 2014

  4. The Technical Approach ECOMM 2014

  5. Inspirational ECOMM 2014

  6. Inspirational ECOMM 2014

  7. A Way of Understanding • Personal Construct Psychology 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 ECOMM 2014

  9. Preferred pole is a personal choice Preferred pole Non-preferred pole 2 contrasting poles Example: Laid back Tense / alert Clusters of personal meaning Relaxed, Tolerant, not in a hurry Arrive on time Punctual, Reliable A Construct SPACE ECOMM 2014

  10. A Construct System ECOMM 2014

  11. High importance (resist change) Low importance (easy to change if incidental) A Construct System Core constructs Psychological connections (preferred poles only) Values Cluster Materialistic or concrete constructs ECOMM 2014

  12. A Construct System Core (more abstract) constructs Successful Reliable Psychological Connections Saves time Easy to use Materialistic or concrete constructs ECOMM 2014

  13. Links to rest of Construct System Unreliable Reliable Making a choice (1) Preferred pole Non Preferred pole ECOMM 2014

  14. Elements ECOMM 2014

  15. Positioning Elements in Psychological Space Unreliable Reliable A B C D E YOU ECOMM 2014

  16. Why People Choose what theyWant to Be

  17. Eliciting techniques 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 constructs how would you describe ..... what would he/she be doing/saying ECOMM 2014

  19. More eliciting techniques ECOMM 2014

  20. Constructs 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 ECOMM 2014

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