Consumer psychology and marketing communications article

But many successful marketers regularly employ psychology in appealing to consumers. Run Emotional Ideas Studies have shown emotional and psychological appeals resonate more with consumers than feature and function appeals.

Consumer psychology and marketing communications article

How can a marketing school help you in this field? What is point of sale marketing? Point of sale marketing refers to all efforts that increase sales at the point the purchase is actually made.

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Primarily this revolves around a cash register although a point of purchase for a business might be a meeting table, or an Internet pageand is a staple of retail and restaurant environments. The most common method of point of sale marketing is the merchandise display, while other methods include the use of signage, receipts, and suggestive selling by the retailer at the POS.

See also Shopper Marketing Who employs point-of-sale marketing? Restaurants and retailers frequently use point of sale marketing tactics to encourage customers to make last-minute purchases.

Grocery stores commonly place merchandise shelving in between each available register, featuring items such as magazines, candy, gum, and batteries. Sodas are often displayed in a small refrigeration unit at the end of these displays.

Items near the POS frequently move at one-and-a-half to three times as fast as the same product on a shelf elsewhere in the store, and some items in high-traffic supermarkets have been reported to sell as much as 64 times faster.

Gas stations similarly line products at their register counter. Here, energy vitamins and beef jerky are items added to those also commonly sold at grocery store registers.

Fast-food restaurants commonly display desserts and gift cards at their POS. Retail businesses, including hardware stores, auto parts stores, hobby stores, and others place their own low-ticket items around their checkout locations.

Tobacco companies focus much of their advertising around the point of sale; although their displays and advertisements are subject to more legal regulations than other products. Starbucks is a particularly good example of POS marketing, insofar as they have low-ticket merchandise on display there, a POS software that facilitates suggestive selling, and a receipt program that encourages repeat business.

For what kinds of customers is point of sale marketing effective? While different types of retailers may have very different customer bases, POS displays tend to have a universal appeal. Retailers have many options available to them in point of sale marketing, so first they need to identify what goals they wish to accomplish.

Do they want to move overstocked items, increase visibility of new items, highlight a particular product line, or serve seasonal interests? Supermarkets tend to have one line per register, while other retailers, such as Best Buy or Barnes and Noble, commonly use one line for several registers.

This allows businesses to display different merchandise all along the lines, attracting consumers looking for distractions while waiting in line.

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Product manufacturers must also consider spatial restrictions when designing POS displays, often sending agents to visit various stores to recommend variations in a displays. These agents will also negotiate with retailers for display space—a scarce resource, as there are far more products available for display than space allows.

This negotiation may take place with individual store owners, or with corporate offices which control many stores. Additionally, they may purchase POS software that incorporates this directly into the purchase: See also One-to-One Marketing What career titles work with point of sale marketing strategies?

Marketing Manager What do they do?Consumer Psychology and Marketing Communications Article - Essay Example Aiming their efforts toward learning all they can, in regard o consumer psychology, and identifying various aspects of a customer’s shopping experience becomes a driving force to reaching financial goals.

There is a direct relationship between consumer psychology and marketing communications (Chartrand, p ). The awareness of consumer psychology facilitates the design of marketing communication messages.

Consumer Psychology and Marketing Communications Article - Essay Example Aiming their efforts toward learning all they can, in regard o consumer psychology, and identifying various aspects of a customer’s shopping experience becomes a driving force to reaching financial goals.

Consumer psychology and marketing communications article

Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment.

Marketing communications is what drives us to buy, whereas consumer psychology studies how or why we buy. It is the study of why we buy certain products ND not others, and the process of what we go through to use, select, secure, and dispose of these products or services.

The marketing communications, which directly affect consumers, provide information to a point where the consumer is often and easily driven to purchase items subconsciously.

Consumer psychology and marketing communications article

An example which one direct company markets their products to consumers, through the psychological advantage is McDonald's.

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