Behaviour- is the way in which a person behaves in response to a particular stimulus.
factors which influence YOU are;
- personal
- political
- cultural
- social
- informational
- psychological
Political/ Psychological examples;
- Edward Bernays- this was Sigmund Freud's nephew who is considered now the 'father of public relations'. He was the first to use propaganda in a way in which harnessed the media as a way to control the masses, this was done by giving specific messages. His work was a big part of the World War 1 effort.
- Charles Dana Gibson- also did work towards the World War 1 effort, and was responsible for the 'Gibson girl'. He had a lot of influence in particular as he was the editor of 'life' magazine which was a very popular publishing.
- Torches of Freedom- "lucky strike" was a popular British American tobacco company, who used the idea of 'smoking making you slim' to sell their product, and as a protest for females to take thier own freedom. However this was clearly propaganda as Bertha Hunt who stated she uses "torches of freedom, no particular brand favoured" was hired by Edward Bernays to say this. Smoking as a sliming device was also incorporated by the brand Virginia Slims. More recently Jenny McCathy promotes a Blu e-cig in a similar way; that its classy for the female gender and is attractive.
Personal/ Cultural examples;
- Wolff Olins- was the head designer behind the London 2012 olympics logo. It was created with energy lines in what they describe as 'pre-scribed anarchy'. The reason for design of this logo was to be fluid- in this, it was possible for other brands to incorporate their own manipulations or graphics on to it.
- Wieden + Kennedy- As the olympics was sponsored by adidas as the main sportswear brand, NIKE were unable to use the logo; because of this a new 'find your greatness' campaign and advert were created illustrating how their is greatness everywhere, not just between professional athletes in London. In their advert they filmed talented individuals in different "london" related locations around the world.
- Fob Inferno- similarly this agency was responsible for allowing sport to continue thriving after the finishing of the official olympics. To do this they used "this girl can" idea. This was apart of sport England but can clearly demonstrate a clear association with a particular group in society.
Social/ Informational examples;
- RedBull- found themselves under a law suit claiming they had created deception. RedBull is a very large Austrian company who are responsible for other attributes alongside drinks production e.g. cartoon archive, sports sponsorships etc. Their slogan of "gives you wings" came under prosecution as an American citizen complained that it "doesn't actually give your wings"; the settlement here came to $15 million. In response the company launched an advert which could be argued to take a 'jib' at the complaint. "NO REDBULL, NO WINGS". I actually remember listening intently when i first viewed this advert as it was easy to recognise that the slogan had changed- without prior knowledge of this lawsuit I was still able to note that a recognisable brand had deviated from what the public would usually presume. This illustrates how widespread slogans reach; and how 'drummed' in to our heads they are, in that one small change creates intent listening on a mass scale.
Changing the Relationship
- Wolff Olins- readdressed a customer and client relationship as one that is more reflective of a GIVE GIVE analogy. This is that the customer is a key asset in further promotion. This approach can be seen broadly across many brands now; as they encourage customers to 'share' their experience on social media for example. Each share of re-tweet broadens the viewership of this brand, hence more potential customers.
- Touchpoints- This is business jargon for the encounter where customers and business engage to exchange information, provide services or handle transactions. e.g. tv advertisements, billboards, internet banner ads, radio, newspaper listings etc.
