Marketing to the Mind: Right Brain Strategies for Advertising and Marketing

Overview

Very few books deal with the unconscious mind—the right side of the brain—and how advertising affects and directs it. This one does exactly that. Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing unqiuely from medicine, clinical psychology, and the practice of marketing, they combine insights and principles that will provide advertisers with almost a blueprint ...

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Overview

Very few books deal with the unconscious mind—the right side of the brain—and how advertising affects and directs it. This one does exactly that. Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing unqiuely from medicine, clinical psychology, and the practice of marketing, they combine insights and principles that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a better chance of success. In so doing the authors make clear that marketing to the mind is a diagnostic technique, a way to quickly and inexpensively analyze consumer resistance. With concepts, theories, and research clearly laid out, the authors show how the technique can be applied to a variety of products and services. A practical and engrossing book for the advertising and marketing community, and for teachers, consultants, and students too.

Maddock and Fulton introduce a third dimension to marketing and a completely new marketing theory based totally upon unconscious motivation. Most marketing theory deals with conscious, rational motivators while the unconscious motivators are overlooked or ignored. Marketers often complain that they cannot get beyond consumers' rationalizations. The authors correct this by looking at the right side of the brain—the side of the brain that, according to latest empirical research, has been shown to be heavily involved in the mediation of emotion. Marketing to the Mind introduces a new hierarchy of consumer motives, then shows how they tie into product benefits, how they cause consumers to act, and then how marketers can address them. They validate their approach to the unconscious by offering a unique right brain market research technique, and show how it is applied to various consumer activities, such as casinos, food service, cosmetics, fashions, health care—and even to the question: Why do people still visit Elvis and Graceland? (That chapter alone will provide marketers with unusually useful information). Clearly written, authoritative, and simply fascinating reading, Marketing to the Mind will prove to be of special value to all those involved in the creation, development, and selling of goods and services.

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Editorial Reviews

Booknews
If the way to a man's heart is through his stomach, this volume argues that the vehicle to access his pocketbook is the right side of his brain. Psychologist Maddock and Executive Fulton combine forces to introduce a marketing strategy that psychologically targets the right brain wherein human emotion and visual synapses lie, overcoming consumer resistance. Their concepts are applied to selling a variety of products such as casinos, food services, cosmetics, fashion, and health care. Perhaps most intriguing of all is the authors' explanation of why people still "buy" Elvis<-->a phenomenon that has become an advertiser's dream come true. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9781567200317
  • Publisher: Greenwood Publishing Group, Incorporated
  • Publication date: 9/30/1996
  • Edition description: New Edition
  • Pages: 304
  • Lexile: 1210L (what's this?)
  • Product dimensions: 6.44 (w) x 9.50 (h) x 0.95 (d)

Meet the Author

RICHARD C. MADDOCK is a psychologist licensed in Tennessee and Arkansas.

RICHARD L. FULTON is president of a division of a 1.5 billion dollar printing and digital services corporation, headquartered in New York City.

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Table of Contents

Illustrations
Acknowledgments
Preface
Introduction 1
1 Advertising Past and Present 7
2 Advertising to the Right and Left Sides of the Brain 15
3 The Secrets of the Silent Side 25
4 Marketing to the Mind: How to Market and Advertise Directly to Consumer Motivations and Emotions 33
5 Absurdities 71
6 Personalizations 81
7 Motives and Emotions, Features and Benefits 89
8 Right Brain Motivational Research 101
9 Updating Focus Group Techniques for Investigating Consumer Motivation 123
10 From Qualitative to Quantitative 135
11 The Sensory Side of Advertising and Marketing 141
12 The Empirical Side of Advertising and Marketing 151
13 How Motivation is Used to Design Effective Advertising and Marketing Strategies 157
14 Casino Gambling and Wagering 179
15 Restaurant Marketing 189
16 Amusement and Themed Attractions 195
17 Fashion Marketing and Merchandising 205
18 Cosmetics Marketing 211
19 Automotive Advertising and Marketing 221
20 Why People Still Visit Elvis and Graceland 231
21 Marketing Professional and Nonprofit Services 239
22 Marketing Commodity and Business Services 249
23 The Features and Benefits of Three-dimensional (Silent Side) Marketing 261
Selected Readings 269
Name Index 271
Subject Index 275
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