Real Estate Marketing Psychology

 Advertising real estate marketing psychology

essence of psychological warfare is different for the consumer psychology of consumers for different advertising strategy.

consumers are really uncertain it? Their buying behavior unsystematic it? These business people have become a major concern. Psychological study found that consumers If advertisers can put ourselves in their needs, motives and objectives sake will find the hearts of consumers Flanagan string.

Irrational consumer behavior, but also can be alien to us. The key is advertising that they can really struck Flanagan psychological strings.

advertising How can find out about This is the mystery of where the Advertising psychological warfare. Chapter

advertising battlefield, the hearts and minds

one wayward consumer

you know your customers?

brains when you want to please your When you are the people the usual

fact, They may only use the word casually, it will give the market are designed to increase home

a painful experience.

bitter experience, the brightest experts who finally realize some tricky: people rarely know the real

needs, even if that came out there may not be had in mind. Most people in the survey said when, often, and the actual purchase actions

very different.

The hotel, we often encounter this situation:





In fact, people drink just to meet the physical needs, Why not complain to them on a good pure beer.

tomato sauce, a well known manufacturer, has been on the appearance of your company's bottles are not satisfied, please

people into the line of investigation, most of the people surveyed expressed a like the company is considering a new bottle.

results what? When a company of this new bottled products to the market for the pilot to push sales, the circumstances are

optimistic. Most people still buy the products in old bottles, even in the survey said they liked the new bottles are no exception.

the original,

moment, may be made with the opposite answer to their wishes.

in a speech event, the participating women, there are two lounges to choose from. One of which is comfortable and convenient suite of modern

, pastel colors, giving posthumous quiet and relaxing feeling. Another is a simple and elegant decoration, display the patina of ancient

Hong furniture, oriental rugs and expensive wallpaper.

almost all of the participating women were involuntarily went to the room with modern equipment, packed until after,

later people had to wait for another go.



looked after us, comparisons, 84% said they like that between the antique room.

it? In fact, when they went into the modern suite when they have clear preferences. But what is so for the

answer?

This is because people in the survey, in order to let the other party to leave a good impression, often conceal the real

preferences, and a reasonable, coherent, organized manner answer, the answer is that the participating women. If you believe in

is true, then it really been taken.

American Advertising Research Center conducted a survey to find most people to see what most magazines.

most people the answer is the high level of reading, it is exciting, but if the answers seriously, then,

should be 20 times the current.

In fact, the consumer magazine mentioned, most are more popular publications, including

If this is a sort of a small joke, the following examples may make you ridiculous.

U.S. advertising company McCann Erickson was the sample of several people want to know why they do not buy a

the agency's products - smoked herring.

the answer is most people do not like the taste of smoked herring. However, the fact is what? After further adjustment

investigation, found that answer did not like the taste of people smoked herring, 40% of people did not tasted the real taste of smoked herring!

just parroting it.

wayward unreliable one.

love is like

If you must use rigorous logic to come to

what they were, could only be blind to light lamps.

wayward consumer is no exception. They seat of your pants to pursue their favorite things, never mind just is not in line with

reason!

example, most people say to brush their teeth to protect teeth, clean teeth with corrosive bacteria. This

toothbrush manufacturers over the years has become an important basis for business, emphasizing the toothbrush sterilization function.

In fact,UGG shoes, a lot of consumer research found that: most people only brush teeth every day, from the viewpoint of dental care

see the day they are brushing time is the least the right time - before breakfast. Residue left last night after a long night

, corrosion mischief already done, and eat breakfast and leave the new residue.

play the role of brushing your teeth how much?

Sometimes, people simply irrational behavior to the point where is difficult to understand.

a department store made a small joke. They put a price tag as the to.

this phenomenon in the current market is actually not uncommon,bailey UGG boots, a 100 nobody cares about the clothes, but marked after

2000 元 may be out of stock, people can see the non-rational behavior evident.

American Color Research Center survey, sent to three different packaging housewives cleaning agents, so that they

trial, and then the three to judge the performance of cleaning agent.

trial, the housewives that yellow bottle of cleaning performance is too strong, tend to damage clothing; blue bottles

component shortage, washed after leaving dirty sometimes; background the blue, slightly yellow bottle was well received. Things

fact, three bottles of cleaning agent is completely the same.

U.S. car company Chrysler has been mistaken for the consumer to buy a car is based on rational choice, made marketing history of the most serious errors

weight.

50 early, the U.S. car and more to create a less space, shorter seat models. The survey by the

opinions in misleading Chrysler that

results what? After a lot vigorous propaganda, in the automotive market, Chrysler's percentage

percentage did not increase, but from 1951 to 26% to 13% in 1954.

a heavy blow to the company had to stop doing, to find the crux of consumers like the original Therefore, Chrysler has been improved on the model, and on this basis, open

made a series of new products, and finally the fierce competition in the automotive industry accounts for stability of the foot, became the third largest car company.

But Chrysler

experience tells us that as long as they use their brains will be able to skillfully make use of

a car salesman has some unique insights on this: signed a contract for the sale. The. Irrational consumer behavior, but also can be alien to us. The key is whether the widely reported

really struck their psychological Flanagan string.

advertising How can find out about This is the mystery of advertising where

psychological warfare. the essence of psychological warfare

advertising is consumer psychology different for different consumer advertising.

Second, Scott sea, advertising diverted

consumers are really uncertain it? Their buying behavior unsystematic it? These have become the business people are most concerned about

problem.

psychological study found that consumers If advertisers can put ourselves in their needs, motives and objectives sake will find consumer consumption

Flanagan heart strings.

example, psychologists believe that the reasons for brushing teeth will vary. Some people, especially depression, is indeed intended to

realized that the breeding of bacteria, which are particularly sensitive to the corrosion of the word. In recent years, some toothpaste ads emphasize

other people (mostly outgoing person) is due to brush their teeth to make her radiant, breath fresh.

However, most people brush their teeth for oral hygiene is not, nor is it to maintain the appearance of their teeth to get rid of

overnight bitter and smell left behind is to Prior to working at the beginning of the day, so feel happy and pleasant. If you can

enough advertising strategies developed accordingly: remove bad breath, keep your mouth clean - will be able to receive abnormal results.

Therefore, from start to understand the psychological needs of consumers, advertising is the best policy. Advertising is not only widely advertised,

advertising needs of psychology.

Scott

HT Scott (1869-1955) was president of Northwestern University, world famous psychologist, advertising

one of the founders of psychological warfare.

Scott was born in Protestant homes, was determined to become a seminary student. In college, the Psychology

had a strong interest in the University of Leipzig in Germany after graduation Jifu Training Psychology, studied with the famous house of Experimental Psychology

Wundt (1832-1920) Professor. After returning, the first taught at the University of the United States Kangnie Er. shift into

1901 Northwestern University, a tenured professor at Northwestern University.

the advertising industry there is a interesting fact: Many ads used to be famous theologian or pastor. Founder of modern

of the first advertising agency NW Yiye was pastor, the famous advertising big shot K Hopkins was a theologian.

It may be that between theology and advertising have some things in common. U.S. co-founder of advertising agency BBDO

B Barton, in the A gifted genius with advertising.

Scott pastor of the family as he laid the foundation to advertising, he in 1901, looking to get into advertising.

colleagues at a loss because the advertising industry, making the customer's consumption of Scott had a keen interest in psychology, began to

Some advertising companies and manufacturers to provide customers with psychological counseling, and for different situation for a fee.

Scott , is relative.

dynamic things more attractive than static things, television advertising is more than image ads allow consumers interested in special

not a modern three-dimensional animated ads, such as the computer chip, Intel inside advertising.

color scheme of the different impact on different consumers, such as eye-catching red than green, green, black out

off than on. Advertising should be based on the performance of feature selection methods commodities.

(2) emotional appeals more attractive than the rational preaching.

people have feelings, the emotional resonance among consumers is the key to success advertising. For example, so, this toggle

(3) advertising content should be concise, easy to understand.

ad text should be catchy, such as the should be popular, there are shocking, such as China's

(4) to improve contact between advertising and the number of consumers.

Japan, Some domestic manufacturers think that their reputation has already started, there was no need to do

advertising, it is very unwise, because the market share is a continuous process, you may be temporarily out
< br> to make you lose territory, think of the occupation to take double the price.

This is also the country some

Scott's research results, making him New York's Madison Avenue (U.S. advertising Street) of the guest of honor, also widely reported

recognized by people in the world of psychology. His

his motto:

Scott is great, he is great because he is the psychology of this Shining Path.

advertising diverted

as increased productivity and wealth, the modern market has become saturated.

Most consumers already have the superior performance of televisions, washing machines, refrigerators, cars and so on. To such as these things aging, damaged and then later for more

, I'm afraid manufacturers and advertisers have already starved to death.

overproduction of the basic viewpoints of the business has changed - to a market dominated by the production and marketing oriented. President of the United States

Chamber of Commerce said: consumer behavior,

a car manufacturer, has said he has always been

Because of this, advertisers are beginning to generate customer interest in consumer behavior:

> They found that the hearts of ordinary people have a

American Motors Corporation is one of the great secret of prosperity make people hate the old emotions, so most people feel that open

a car more than two or three years, is a very shameful things. Thus, the U.S. throw away the old cars everywhere, such as

old bike with the Chinese people, like the attitude.

advertising research on consumer psychology, has opened up new areas of advertising psychology - Motivation, the study of consumer awareness of those who

, subconscious influence on purchasing behavior.

after World War II, national economies began to recover, the role of advertising has become increasingly important. Analysis of sub-

motivation during this period has been considerable development. The originator of this doctrine of creation of one of the door E Di Kete (ErnestDichter)

advertising industry has become the star. Dr. Di Kete looks chic, energetic. He provides consultation for many advertising companies

advisory services, and higher charges ($ 500 A Day), nevertheless, remains hotbed of activity. Dr.

Di Kete has hundreds of American families, The files on each person's stability, wild

heart, mental status, and have detailed records of actual needs, and for the above members for experimental ads. This

can know which ads were for grief, which on the optimistic and enterprising people more attractive.

example, he once told footwear manufacturers:

the introduction of psychological warfare, making advertising a new look. U.S. advertising and marketing aspects of the four most authoritative magazine,

br> article.

Although there are some hard-liners who believe that advertising should focus on The head of an advertising company, said: try to figure out.

bread company plans to use the United States share as the company's trademark beautiful, it was suggested to use a movie star, someone recommended

with an unknown little girl. In response, the company temporarily undecided, they hired two advertising psychology

, of which one is better that the use of stars, the public quickly accepted, giving a sense of it; but other

is recognized as a little girl although not being recognized, but to give people a pleasant associations,Bailey UGG boots, and the attractiveness of children is permanent.

company after repeated consideration, adopted the little girl as the company's trademark.

few years, consumers generally agree on the trademark so that the trademark still in use.

It can be seen, today's advertising development has entered a new era, advertising has evolved as the ads battle heart

management war. The winner of the battlefield are always those who can decipher the customer buying motives advertising.

Third, the story of Mrs. Wang and Wang

variety of consumer buying motives, and Sometimes the motive was, as matter in order to meet the needs of qualitative

, sometimes it is vague, such as to satisfy a spiritual need.

Wang lost my watch, you need to buy a watch. Wang

purchase motivation is very clear, first, he needs to buy the table, followed by the conscious motivation, the performance of the consumer before buying a detailed plan,

such as species, size, type and other parameters related with the product itself. Consumer demand has a clear ability to judge - hi

Huan it or not.

contrast with Mr. Wang, Mrs. Wang's behavior is an unconscious act.

Mrs. Wang took to the streets, ready to the supermarket to buy a dress. Came out from the supermarket, just bought a box of S

brand soap.



Mrs. Wang

this

So, what is it subconscious?

subconscious is the consumer experience of the past, ideas and desires of the storage room, including the past have done, the

read books and newspapers, I have heard things, the observed thing ... ..., and other impressions, ideas and so on.

is a vast world of the subconscious world, it is not only concerned with the characteristics of the product,cheap UGG boots, more importantly, with the personal consumption



how to cultivate this vast virgin land? This is the advertising

broke into the atrium

heart, everyone, developed medical science has helped us recognize it.

However, the heart seems to be a mystery, others can not discern thy heart, and sometimes even himself could not understand.

the one hand, a person to get to know the outside world through the heart of things, the other is kept in mind past experience, thus supporting

with the action now, these two aspects is a person the conscious and subconscious mind.

a person's consciousness, with the ability to choose, while the subconscious mind is no choices. Wang can either buy

And Mrs. King did not go more than

and judgments,

a person's awareness of the subconscious a dominant power, that is the subconscious awareness of the command must be done - accepted unconditionally

, save conscious thought. Any ideas, plans and objectives, as long as after repeated ideas, will take root in the consciousness of potential.