Fortsätt till huvudinnehåll

Finnsh Influence


Being in Finland I chose two advertisements from a Finnish magazine to analyze. These ads come from a lifestyle magazine for women, and the target group seems very clear when you see the ads.

The first advertisement is about toothpaste. This is usually a product that doesn’t wake very much emotions or engage the consumer. So many toothpaste manufacturers try to engage the consumer to the product by using science and experts like dentists. There is a well-known television ad for a toothpaste where the “expert” (an actress) says: “I’m not only a dentist, I’m a mother, too.” This uses the influence principle of Authority, using a role model with authority to persuade us that the product is good. Experts such as dentists or mothers for that matter are an efficient way of making us believe that the product is of higher quality or has better effects than a different brand. In this advertisement they use a dentist giving good advice and tips how to keep your teeth clean, using color and graphics.  

The next advertisement is about laundry detergent. This is another low-engaging product, meaning that the product does not usually wake emotions in a consumer. This brand uses a different role model in their ad, not an expert in laundry, but a popular lifestyle blogger.  It took me a while to identify which principles of influence they have used in this ad. Finally, I decided to go for Liking and Social proof. The role model, a popular blogger is well-known and respected person in her field. She is smart, liked and beautiful. The laundry detergent brand hopes her likeability rubs off on the product. In the advertisement she seems to use the product to clean her clothes, and adding the perfect accessories, so if the product is good enough for her it should be good enough for my delicates, thereof he social proof.

What is common for both ads is that they are designed in a way to be more like a feature than an ad, and trying to engage me as a customer emotionally to a product that usually does not wake any feelings or emotions.

Kommentarer

Skicka en kommentar

Populära inlägg i den här bloggen

Moduel 4 about customer interractions

In the coming blogs and in the course we will dive into the exciting world of customer interactions. This I believe really is the core of any business: the customer and the service provider interracting with each other. I’m looking forward to learn about the theories connected into customer interraction.  Having worked in customer service my whole life (since I was 14, and still going strong!) I have decades of emiprical experience on the subject. I absolutely love meeting and talking to my customers. My style of service is personal, engaging and preferably humoristic, when applicable.  Although I consider myself being a person who gets along with everyone, I still meet an angry or dissatisfied customer every now and then. The challenge is to try to change their perspective, and make things right. 99 times out of 100 it works out well. I’m looking forward to read about the academics point of view when it comes to good practises in customer interraction, and what to do ...
Skicka en kommentar
Läs mer

Resource integration and servicescapes

Resource integration gives a new perspective to how the customer's are affected and co-create value to the product or service. In her tutorial video, assistant professor Maria Åkesson decribes resource integration as how the customers interact with each other in the servicescape. Very little of this process can be influenced by the firm (open part), most of the resource integration happens without the firm's inclunece, only on the customer's terms (closed part). Customer for instance uses resources before and after a direct contact with the firm, such as finding information online, or asking friends for advice. Here the firm's assignment is to make the resources as user-friendly as possible. In a restaurant this could be easy-to-find-menus and other information on web-sites and the social media. The word of mouth becomes a useful tool, when the restuarants reputation is on the top. Other customers recommend the place to their friends, and talk about in positive terms ...
Skicka en kommentar
Läs mer

Influnece and Influencers.

I'm looking forward to diving into the theories and examples about influence. Having read Cialdini's book: Influence: Science and practice I'm awed at how we are suckers for easy tricks! Flattery, social approval, copying others or wanting what we can't have are all easy and often transparent ways of influencing, yet we fall for it almost every time. My least favourite example is telephone salespeople: I simply hate it when someone calls me on the phone, interrupts me at my work or at home, tells me about a product or a service I'm not interested and I don't want. Still, too many times I end up saying yes to buying one, or signing up to a subscription! After the phone call I always curse to myself for being a sucker and not having learnt to say no! So this module I suppose will include a lot of soul searching, and hopefully I will learn some tool to you so that I want fall into the same trick again, at least not every time.... I'm also looking forward ...
En kommentar
Läs mer