Content

MARKETING & PERSUASION

MARKETING & PERSUASION


BLIND SPOTS & BIASES: HIDDEN FORCES THAT SHAPE YOUR DECISIONS

We use mental shortcuts every day to help us make decisions, and often we don't even realize it. This program explores five mental shortcuts, or "blind spots": Expectation, Belief, Availability, Anchors, and Imitation. Learn why optical illusions and magic tricks surprise us, and how our need to confirm our beliefs often prevent a cold. Understand how availability affects purchasing habits, how a bias can make a normal price seem like a great sale, and what causes laughter to be so contagious.

Item no.: KM00200097
Format: DVD (Closed Captioned)
Duration: 24 minutes
Copyright: 2010
StdBkNo: 1557405670
Price: USD 99.00

[Go top]

Add to cart


MARKETING'S 4 PS: THE CONSUMER ANGLE

Students learn the traditional four Ps of marketing strategy - product, place, price and promotion - and more importantly, how a focus consumer is at the core of them all.

With pertinent examples from popular, everyday brands, students gain an understanding of how pricing strategies really work, how marketers target different consumers with identical products, and where positioning and branding meet profit.

Learn:
  • Understand marketing by looking at everyday items such as milk, cola, drinks, blue jeans, and breakfast cereals.
  • Women's clothing does not come in standard sizes. What does this have to do with marketing?
  • Most people think restaurants are in the food business. Not a marketer.
  • Learn why ads for prescription drugs flood the airwaves.
  • Apply basic marketing concepts to sports and learn what is the "product" of a basketball franchise?
  • Seeing how the lowly "tennis shoe" became a closet full of expensive "athlete shoes."

    Item no.: GV03960003
    Format: DVD (Closed Captioned)
    Duration: 25 minutes
    Copyright: 2009
    StdBkNo: 1557405360
    Price: USD 99.00

    [Go top]

    Add to cart


    HOW CONSUMERS DECIDE

    Advertisers know the shortest route to the pocketbook runs straight through the heart and that murky jungle called the subconscious. Are hidden persuaders creeping silently into minds and shaping our desires?

    Which leads our decision making ¡V the heart or the mind? Is one a leader while the other follows quietly behind? How do reason and feelings cooperate in the marketplace?

    Explore:
  • Hearts or heads? Do we buy using cold, clear logic or do we make messy decisions pulled by our hearts? Do mysterious subconscious impulses shape our consumer world?
  • How do we decide if Coke or Pepsi is better? Is taste the driving force? Could it be we drink the brand that is ¡§most like me?¡¨ Do we drink feelings?
  • Which heuristics do consumers use to make marketplace decisions? And what¡¦s a heuristic? Learn about subconscious ¡§mental shortcuts¡¨ we all use to make decisions easier.
  • Do cues work below your level of consciousness to guide decisions? Are you influenced by the thud of a car¡¦s door? By the growl of its engine? A chalkboard in a deli? The color of a food? Where a food is sold?
  • Are you faithful to a single brand? Does brand blindness lead you to ignore the faults of your significant brand?
  • Can a name or label change your opinion or feelings?
  • Explore what both marketers and consumers need to know about the role of emotions and the subconscious..

    Advertisers and marketers do not need to hypnotize us into buying or send us subliminal messages so we ¡§don¡¦t know what hit us.¡¨ All they need is to understand some things about our decision making that we don¡¦t even know. Watch How Consumers Decide to learn -- not so much to learn about devious advertisers as about how you make decisions. Look closely at those clever ads and you might learn something ¡V about yourself.

    Item no.: WG03750127
    Format: DVD (Closed Captioned)
    Duration: 21 minutes
    Copyright: 2007
    StdBkNo: 1557408351
    Price: USD 99.00

    [Go top]

    Add to cart


    PERSUASION IN EVERYDAY LIFE

    Viewing Persuasion in Everyday Life is like holding a mirror up to your mind. Use it to explore five often hidden forces that shape beliefs and judgments.

    1. Frames
    From a guy on a Harley to a shopper buying hamburger, how we frame events influences our judgment and beliefs. We lack awareness of our own frames so find it puzzling when others see the same thing and interpret it differently. The ability to shape perceptual frames is the power to persuade.

  • Learn what fashion has in common with magic.
  • See how changing ¡§garbage¡¨ into ¡§waste¡¨ can change policies.

    2. Setting
  • Learn why ¡§taking it out of context¡¨ is an act of persuasion.
  • Explore how the act of comparing things (say in a taste test) influences our judgment about what is being tested.

    3. Filters
  • Learn that we construct mental filters through which we view and explain the world. One common filter (the confirmation bias) blocks out ideas that conflict with our beliefs.
  • Explore the ¡§above average¡¨ filter that leads to distorted self-perception.
  • Why do we say ¡§I don¡¦t buy that!¡¨ to express disbelief? Do we own beliefs?

    4. Social Influence
    See how the actions of others influence us from tip jars at the coffee shop to canned laughter and shop-at-home television networks. Learn how we follow the leader, all the while affirming we are independent from ¡§monkey-see-monkey-do.¡¨

    5. Belief
    Learn about the placebo (and lesser known nocebo) and discover how belief can have a stronger influence than the thing itself. See how our expectations can create a self-fulfilling prophecy.

    Item no.: EC00200129
    Format: DVD (Closed Captioned)
    Duration: 22 minutes
    Copyright: 2007
    StdBkNo: 1557408262
    Price: USD 99.00

    [Go top]

    Add to cart


    POSITIONING: HOW ADVERTISING SHAPES PERCEPTIONS

    Contemporary advertising seldom demonstrates why one brand is superior, or constructs logical arguments to sway buyers. Advertisers today position instead of persuade. Position refers to a place the product occupies in the consumer's mind. Nobody likes to be told how to think, but few notice when told how to see. Explore perceptual mapping, market segmentation, the use of emotion and magic, social approval, positioning against the competition, re-positioning, and using unique attributes.

    Item no.: LW00200079
    Format: DVD (Closed Captioned)
    Duration: 21 minutes
    Copyright: 2004
    StdBkNo: 0917159314
    Price: USD 99.00

    [Go top]

    Add to cart


    HOW CLOTHING IS SOLD: FASHION MERCHANDISING

    The video recognizes that the best way to sell clothing is to move beyond fashion into branding and licensing. The video explores modern merchandising strategies. Learn that even the simple act of buying a t-shirt is part of a complex chain of decisions. Discover how branding might spell the "end of fashion." Learn why the designer Armani observed, "It is no longer fashion that matters, but rather the fashion NAME. The product is secondary." Viewers observe the difference between the garment industry and the fashion business and also learn how the Internet could introduce the era of "mass customization."

    Item no.: SD00200052
    Format: DVD
    Duration: 20 minutes
    Copyright: 2003
    StdBkNo: 0917159675
    Price: USD 99.00

    [Go top]

    Add to cart


    SUPERMARKET PERSUASION: WHAT MARKETERS KNOW

    Take a video trip to a supermarket to observe what marketers know about consumer behavior. Viewers learn how supermarkets are programmed to encourage shoppers to buy the most profitable foods. Explore how every detail of a store, from the size of the shopping carts to the color balance of the lighting in the produce department is a marketing tactic. Viewers learn about continuity offers, bounce patterns, variable margin pricing, slotting allowances, shelf talkers, tie-ins, shelf hangers, and the "rule of nines."

    Learn:
  • Continuity offers, bounce patterns, variable margin pricing, slotting allowances, shelf talkers, tie-ins shelf hangers, and the rule of nines.
  • That every detail of a store from the size of the shopping carts to the color balance of the lighting in the produce department is a marketing tactic.
  • Study shelf displays to understand color as a signal, and how shelf position influences sales.
  • How carefully orchestrated displays can increase sales, even without promising a reduced price.
  • The real reason behind "frequent shopper" cards and the tricks of the "front end."
  • The value of the unit pricing and discover some surprising "tricks of trade."

    Review
  • "This is a sound and practical guide for marketing and consumer education classes, and would be of great value to all savvy shoppers.", School Library Journal, March 2004.

    Item no.: VL03960093
    Format: DVD
    Duration: 24 minutes
    Copyright: 2003
    StdBkNo: 1557409463
    Price: USD 99.00

    [Go top]

    Add to cart


    WHY YOU BUY: 21ST CENTURY ADVERTISING

    If your advertising videos were produced back in the 20th century, it's time to update and discover Why You Buy: 21st Century Advertising. Advertising once aimed to persuade or claim product superiority. But today's ads often make no claims for the product and use subtle tactics to get around our substantial defenses against commercial arm twisting.

    This new video looks at person-to-person selling, direct mail, ads and emotions, and TV commercials to reveal how they sneak under our persuasion radar.

  • Person to person selling: Watch a phone call in which an unsuspecting homeowner agrees to a sales call without realizing he a target of a pitchman.
  • Direct mail advertising: Examine a bushel of "junk mail" in search of a sneaky sell.
  • Television commercials: Learn that music and entertainment are disguises ads wear to bypass your persuasion barrier.
  • Advertising tomorrow: Learn how the Internet can now integrate ads into programs.

    Review
  • "This video will help students realize how subtle and pervasive advertising is, and may help defend themselves against this form of persuasion." - School Library Journal.

    Item no.: VV00200115
    Format: DVD
    Duration: 20 minutes
    Copyright: 2002
    StdBkNo: 1557409307
    Price: USD 99.00

    [Go top]

    Add to cart


    PACKAGING: THE SCIENCE OF TEMPTATION

    Packages hide an army of motivators, persuaders, and decision makers. Packages are so commonplace we fail to realize their immense impact. Find that packaging doesn't merely contain new products ¡X it creates them. Discover that for many products, the package IS the product.

    This up-to-date and fast paced video is essential for marketing classes and consumer education. It will change how you view packages ¡X and marketing.

    Learn:
  • Package labels are filled with words, but reading is one of the LAST tings consumers do with a label.
  • A package is far more than a container. Packaging an actually create a product. Consumers often fail to separate from the product.
  • Change the package and you can change how consumers judge the product. Even the effectiveness of drugs changes with the packaging.
  • Learn about color blocking. Discover why products proudly display "team colors" on the grocery shelves.
  • What does laundry detergent have in common with cough syrup?
  • A package is not merely a can or box. Some packages you carry, others you walk into. Think of a shopping center as a package for stores.
  • Think of a restaurant as a package for the dining experience. How does the "package" influence the meal?
  • Can people be package just lake soap and cookie?

    Item no.: YN03960075
    Format: DVD
    Duration: 20 minutes
    Copyright: 2001
    StdBkNo: 1557409323
    Price: USD 99.00

    [Go top]

    Add to cart


    BRAND MARKETING: WHY WE EAT, DRINK, AND WEAR BRAND NAMES

    Are we branded for life? Brand marketing is a revolution in marketing as well as a shift in how we view the world. Marketers create a world in which objects have personalities. One cannot understand youth culture, marketing, or our consumer society without an in-dept exploration of the power of brand names.

    Use Brand Marketing for units in marketing, business education, advertising and persuasion, and consumer education. Learn about brand equity, brand and line extensions, co-branding, and celebrities as brands.

    Learn:
  • The power of brands - why branding IS modern marketing.
  • How brands serve to bring things to life and change how we view the world.
  • What brands have to do with security and risk reduction.
  • What is brand equity, brand extension, line extension, and co-branding.
  • How celebrities establish themselves as brand names.
  • Why brands have the power to shape our judgements and perception.

    Item no.: PW03960009
    Format: DVD (Closed Captioned)
    Duration: 19 minutes
    Copyright: 2000
    StdBkNo: 1557409382
    Price: USD 99.00

    [Go top]

    Add to cart


    MEDIA TRUTH OR FICTION

    How do you defend against misused statistics? Numbers can appear convincing-in news reports, TV shows, advertisements, political speeches and magazine articles: about crime, drug abuse, global warning, epidemics. This video helps you separate facts from arm-twisting persuasion.

    Item no.: LC00200121
    Format: DVD
    Duration: 24 minutes
    Copyright: 1997
    Price: USD 99.00

    [Go top]

    Add to cart


    WHY ADS WORK: THE POWER OF SELF-DECEPTION

    The most important words in advertising are the ones you don't see or hear. Why Ads Work proposes that ads rarely lie, they merely allow plenty of room for self-deception. Ads use humor, drama, and entertainment because people being humored and entertained are not critical - they "suspend their disbelief." In short, they become the perfect consumer.

    Why Ads Work will help your students reclaim their critical powers. Think of this video as a re-training of listening and reading skills. The technique is to focus on claims made by ads - the actual selling part that "claims" some benefits or value for the product.

    Learn:

  • How claims are devalued by small words or phrases such as up to, as much as, from, can, or fights. These phrases can completely change the meaning of a claim, yet most listeners fail to hear them. They see "works to fight wrinkles," but hear "prevents wrinkles."

  • When "best" means "better" and "better" means "best". Why so many products can claim to be the best, the strongest, the most powerful, etc.

  • The meaning of puffery and the difference between facts and opinions.

  • The "magic" of Water is Wet claims. These are claims true for all brands but phrased in such a way as to make it sound unique and exciting.

    Reviews
  • "This thought-provoking, yet entertaining video, will help viewers become more critical consumers of advertising as well as develop an awareness of the nuances of language." - School Library Journal.

  • "A lucid and accessible introduction for consumer education students." - Booklist.

    Item no.: GN00200112
    Format: DVD
    Duration: 21 minutes
    Copyright: 1996
    StdBkNo: 1557409250
    Price: USD 99.00

    [Go top]

    Add to cart


    INVISIBLE PERSUADERS

    We make decisions based on clues, but we're not always aware which clues we use. Professional persuaders know -- marketers, sales people, pollsters, politicians, merchandisers. Invisible Persuaders helps viewers develop an early warning system to spot subtle attempts to persuade and influence. Examples include:

    Appearance: Does good looks influence our opinion of competence?

    Positioning: How some merchandise exists not to be bought, but to steer customers to higher profit items.

    Colors: How color influences buying decisions.

    Branding: A brand name can actually make us believe a product works better than the same product without the brand.

    Repetition: Are "hit" songs played often on radio stations because they are popular or are they popular because they're played so often?

    Clothing: Do we judge people by their clothing?

    Item no.: NK03960060
    Format: DVD
    Duration: 22 minutes
    Copyright: 1994
    Price: USD 99.00

    [Go top]

    Add to cart

    ***Price on web-site may not be current and is subject to modification by quotation***



    Email :
    inquiry@learningemall.com

    Websites :
    http://www.learningemall.com [ English ]
    http://www.learningemall.com.hk [ Chinese ]