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KRISTIN’S COLUMN: Five Celebrity Endorsements, Examined

Why were Kirstie Alley, Bill Cosby, Ellen DeGeneres, Joss Stone, and Catherine Zeta-Jones the top picks to represent Jenny Craig, Jell-O, American Express, GAP, and T-Mobile, respectively? How do these celebs rate on product expertise? trustworthiness? liability? appropriateness physical attractiveness? Continue Reading…

Posted 13 years, 11 months ago.

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ARTICLE: Psychoanalytic Theory in Marketing

History, Definition, Current Practices

History of Psychoanalytic Theory in Marketing:
(http://www.copernicusmarketing.com/about/mzine/monthlyeds/oct05.html)

Introduced to marketing research in 1939, by Ernest Dichter from Vienna as “interesting new ideas which can help (corporate executives) be more successful, effective, sell more and communicate better with potential clients.” Dichter’s new psychographics approach, called the “Depth Interviewâ€? consisted of one-on-one sessions of with about 100 interviewees, who were encouraged to freely-associate the product to other impulses in their lives. Eventually, Dichter founded the Institute for Motivational Research to apply his method to corporate marketing and sales.

Psychoanalytic theory is defined by the Borderline Personality Disorder Resource Center (http://www.bpdresourcecenter.org/what_glossary.htm ) as:

The method of psychological therapy originated by Sigmund Freud in which free association, dream interpretation, and analysis of transference are used to explore repressed or unconscious impulses, anxieties, and internal conflicts, in order to free psychic energy for mature love and work.” Continue Reading…

Posted 14 years ago.

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Case Study 2

Psychoanalytic Techniques in Advertising Today: (Case Study on Strategic Vision’s new quantitative evalution system, called “Total Value”, which incorporates emotional consumer concerns in the automobile industy.) Continue Reading…

Posted 14 years ago.

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Case Study 1

Psychoanalytic Techniques in Advertising Today: (Case Study on Anderson Analytic’s “AA-Projective” online research tool as applied to Gigi’s Closet, Intimate Apparel)
(http://presszoom.com/story_118596.html) Continue Reading…

Posted 14 years ago.

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