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Marketing Metaphoria (0)

5 VÄGA HEA
Punktid
Marketing
Metaphoria
Maarja Salu
MSI
I kursus
Marketing Metaphoria reveals the powerful
unconscious viewing lenses called "deep
metaphors"­
that shape what people
think, hear, say, and do.
Why do...
... advertising campaigns and new products often fail?
... consumers feel that companies don't understand their needs?
Because...
... marketers themselves don't think deeply
about consumers' innermost thoughts and
feelings.
Marketing Metaphoria should convince you that
everything consumers think and do is
influenced at unconscious levels and it will
give you access to those deeper levels of
thinking.
What are these deep metaphors then?
Seven main ones
Balance
Transformation
Journey
Container
Connection
Resource
Control
Balance
Click to edit Master text styles
Second level
Harmony
Third level
Adjustment
Fourth level
Fifth level
Transformation
This involves a Click to edit Master text styles
changing state or Second level
Third level
status, "turning
Fourth level
over a new leaf"
Fifth level
Journey
Click to edit Master text styles"a journey of a
Second level thousand miles
Third level
begins with a single
Fourth level
Fifth level step"
Container
This metaphor looks
Click to edit Master text styles
Second level
at either keeping
Third level things in or
Fourth level keeping them out,
Fifth level
becoming a form of
protection or trap.
Connection
Another universal Click to edit Master text styles
deep metaphor, one Second level
Third level
which looks at
Fourth level
feelings of belonging
Fifth level
or exclusion.
Resource
"Bridge over Click to edit Master text styles
troubled waters" Second level
"A friend in need is
Third level
Fourth level
a friend indeed"
Fifth level
Control
This doesn't just
Click to edit Master text styles
apply to those in
Second level
Third level power and authority
Fourth level but to everyone of
Fifth level
us.
In conclusion
An incredible book, "Marketing Metaphoria"
teaches you to listen carefully, identify
metaphoric structures and frames that rule
consumers various forms of expression ­ and
perceptions and motivations.
Now, your
questions, please...
Thank you very
much for your
attention!
Vasakule Paremale
Marketing Metaphoria #1 Marketing Metaphoria #2 Marketing Metaphoria #3 Marketing Metaphoria #4 Marketing Metaphoria #5 Marketing Metaphoria #6 Marketing Metaphoria #7 Marketing Metaphoria #8 Marketing Metaphoria #9 Marketing Metaphoria #10 Marketing Metaphoria #11 Marketing Metaphoria #12 Marketing Metaphoria #13 Marketing Metaphoria #14 Marketing Metaphoria #15 Marketing Metaphoria #16 Marketing Metaphoria #17
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