The book goes beyond the boundaries of marketing and is based on the findings of research on neurobiology, behavioral economics, cognitive and social psychology. And all of them are being translated into a practical marketing plane.
Phil adapted the economic model of Nobel laureate Daniel Kahneman, creating on its basis an understandable and simple model for sharing perception of any communication through two systems. The first system, the so-called "autopilot", receives and processes signals from advertising communication at the subconscious or intuitive level. The second is the “pilot” system, in which we are trying to justify our own choice. Until now, all marketers have worked on the second model, drawing conclusions from research and focus groups. As a result, the product itself was improved, not “packaging."
What are the specifics: thanks to the new model, it becomes clear that it is necessary to invest simultaneously in both communication channels - both image-building and grocery.
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