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Just What Are Consumers Thinking?


Research would indicate that consumers don't know what they're thinking. According to an article written by Jack Shimell (2002) for Quirk's Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.

There appears to be an interplay between the conscious and the unconscious with the unconscious being the driving force, when it comes to reactions to advertising and purchase decision making.

There is also a distinct personality / temperament factor involved in consumer thinking and behavior. People with moderate extrovert traits tend to react more positively to advertising, while introverts and people with few extrovert traits would appear to be very difficult to affect through advertising.

Part of this may reside in the fact that introverts tend to be energized by solitary activities that are less affected by outside factors while extroverts tend to be energized by outside influences such as social status, social engagement, peer relations, and social value of products or services.

The introvert tends to be more affected by internal factors that can be analyzed and processed at their leisure. They operate based on facts, information, and internal beliefs and attitudes.

The above discussion is why you must develop a demographic profile of your ideal customer. From this profile you can develop advertising and a marketing campaign that feeds the unconscious of the consumer.

Based on the research presented in Shimell's (2002) article, marketers and advertisers would be smart to incorporate elements that target both the conscious and unconscious processing of targeted consumers.

Unconscious elements would be music (the research in the article indicated that music was an very important factor in positive reaction to advertising), color, graphics, and movement. Conscious elements would be text, voice-over, overt product offers, and interactive elements such as redeemable coupons.

Different segments, audiences, and occupations tend toward predictable personality and temperament qualities which can guide targeted marketing and advertising. Take the time to know and understand your ideal customer and adapt your advertising to their personalities and unconscious processes. In your marketing campaign it's smart to have a combination of conscious and unconscious elements that tie into different media channels and your consumer's personalities.

*************************
Darrin F. Coe, MA holds a master's degree in psychology and operates "The Center For Understanding Consumer Thinking" at http://www.consumer-thinking.com

Contact him for consulting at [email protected] or 719-275-5907 after 5:00 PM MST
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Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. May / 19 / 2021

Advertising - La Prensa Latina
Advertising  La Prensa Latina

How Google's $150 billion advertising business works - CNBC
How Google's $150 billion advertising business works  CNBC

Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd - Entrepreneur
Great Storytelling is the Secret to Making Your Advertising Stand Out from the Crowd  Entrepreneur

The digital world is built on advertising. How do we help kids navigate it? - CNN
The digital world is built on advertising. How do we help kids navigate it?  CNN

Three students allege false advertising from Lambda School - Inside Higher Ed
Three students allege false advertising from Lambda School  Inside Higher Ed

Scripps collaborates with Amazon Advertising to bring Amazon's premium OTT offerings to local businesses - PRNewswire
Scripps collaborates with Amazon Advertising to bring Amazon's premium OTT offerings to local businesses  PRNewswire

Junk Food Advertising Banned to Curb Obesity in the UK - NYC Food Policy Center
Junk Food Advertising Banned to Curb Obesity in the UK  NYC Food Policy Center

Feedvisor Announces Full-Funnel Advertising Optimization and Intelligence Platform for Amazon and E-Marketplaces - Yahoo Finance
Feedvisor Announces Full-Funnel Advertising Optimization and Intelligence Platform for Amazon and E-Marketplaces  Yahoo Finance

Perpetua expands retail media advertising solution via CitrusAd API - Yahoo Finance
Perpetua expands retail media advertising solution via CitrusAd API  Yahoo Finance

Electric Vehicle Advertising Up, But Falling Short on Relevance - PRNewswire
Electric Vehicle Advertising Up, But Falling Short on Relevance  PRNewswire

Mental Health Campaign Begins Advertising Across Natrona County - K2 Radio
Mental Health Campaign Begins Advertising Across Natrona County  K2 Radio

Sensory Advertising Claims: Whether it’s More Comfy, Smells Worse, or Tastes Better, Back Up the Claim with Data - JD Supra
Sensory Advertising Claims: Whether it’s More Comfy, Smells Worse, or Tastes Better, Back Up the Claim with Data  JD Supra

Why AI-powered contextual advertising is key to privacy compliance - AdAge.com
Why AI-powered contextual advertising is key to privacy compliance  AdAge.com

Oracle Updates Advertising And Customer Experience Applications - Forbes
Oracle Updates Advertising And Customer Experience Applications  Forbes

Fox Upfronts Takeaways: Avoiding An Advertising Death Spiral, Animation, Finding The Next ‘Glee’ & Tom Brady - Deadline
Fox Upfronts Takeaways: Avoiding An Advertising Death Spiral, Animation, Finding The Next ‘Glee’ & Tom Brady  Deadline

Verizon Media and Condé Nast partner across content and advertising - Verizon Communications
Verizon Media and Condé Nast partner across content and advertising  Verizon Communications

California DMV investigates Tesla 'Full Self-Driving' for truth in advertising - Autoblog
California DMV investigates Tesla 'Full Self-Driving' for truth in advertising  Autoblog

Roku: Seeing The Future Of CTV Advertising - Seeking Alpha
Roku: Seeing The Future Of CTV Advertising  Seeking Alpha

TeamSnap adds COO, advertising GM – BizWest - BizWest
TeamSnap adds COO, advertising GM – BizWest  BizWest

Knox County businesses get big results with small town advertising solutions - knoxpages.com
Knox County businesses get big results with small town advertising solutions  knoxpages.com

Will iOS 14.5 let Twitter's advertising finally fly? - Light Reading
Will iOS 14.5 let Twitter's advertising finally fly?  Light Reading

Amazon goes after alleged fraudulent text message advertising schemes in new lawsuit - GeekWire
Amazon goes after alleged fraudulent text message advertising schemes in new lawsuit  GeekWire

Channel Factory Launches The Conscious Project to Address Inherent Bias in Advertising and to Create a Better Video Ecosystem - Yahoo Finance
Channel Factory Launches The Conscious Project to Address Inherent Bias in Advertising and to Create a Better Video Ecosystem  Yahoo Finance

Tappx Launches World's First Contextual Audiovisual Advertising Solution - AiThority
Tappx Launches World's First Contextual Audiovisual Advertising Solution  AiThority

Amouranth warns hot tub streamers as Twitch suspends advertising on her channel - Dexerto
Amouranth warns hot tub streamers as Twitch suspends advertising on her channel  Dexerto

Top 5 Social Advertising Platforms for Ecommerce Sellers - Entrepreneur
Top 5 Social Advertising Platforms for Ecommerce Sellers  Entrepreneur

Walgreens Advertising Group Expands Into Advanced TV - Adweek
Walgreens Advertising Group Expands Into Advanced TV  Adweek

Charles Hodges of Arts & Letters on His Journey With ESPN Advertising - Muse by Clio
Charles Hodges of Arts & Letters on His Journey With ESPN Advertising  Muse by Clio

Petco Launches New Digital Advertising Technology | Industry News | petbusiness.com - Pet Business Magazine
Petco Launches New Digital Advertising Technology | Industry News | petbusiness.com  Pet Business Magazine

Renowned advertising executive sells Victorian home in Boulder for $4M - The Denver Post
Renowned advertising executive sells Victorian home in Boulder for $4M  The Denver Post

Direct Mail Advertising Market Growing Demands, Supply and Business Outlook 2021 to 2027 – The Shotcaller - The Shotcaller
Direct Mail Advertising Market Growing Demands, Supply and Business Outlook 2021 to 2027 – The Shotcaller  The Shotcaller

Social Users Demand Relevance In Advertising, Study Finds 05/18/2021 - MediaPost Communications
Social Users Demand Relevance In Advertising, Study Finds 05/18/2021  MediaPost Communications

Univision to court advertisers with 24/7 news channel, new tools to target ads - KFGO News
Univision to court advertisers with 24/7 news channel, new tools to target ads  KFGO News

Baidu 1Q Revenue Rises on Non-Advertising Gain - Morningstar.com
Baidu 1Q Revenue Rises on Non-Advertising Gain  Morningstar.com

Fed. Circ: Free Stream Media v Alphonso Targeted Ad Patent - The National Law Review
Fed. Circ: Free Stream Media v Alphonso Targeted Ad Patent  The National Law Review

Mobile Advertising Leader Ogury appoints new COO - Martechcube
Mobile Advertising Leader Ogury appoints new COO  Martechcube

Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising - Adweek
Brands Must Reflect on the Moment as They Navigate Post-Pandemic Advertising  Adweek

Ford patents in-car advertising, safety expert warns against the tech - CarAdvice
Ford patents in-car advertising, safety expert warns against the tech  CarAdvice

How brands in Latin America can leverage the power of advertising to address social causes - eMarketer
How brands in Latin America can leverage the power of advertising to address social causes  eMarketer

PrintPapa Introduces wide range of custom advertising flags for outdoor drive-by advertising - EIN News
PrintPapa Introduces wide range of custom advertising flags for outdoor drive-by advertising  EIN News

CommScope (COMM) Powers Altice's a4 Advertising Solutions - Nasdaq
CommScope (COMM) Powers Altice's a4 Advertising Solutions  Nasdaq

UnityPoint Health Wins 6 Healthcare Advertising Awards, Including 'Best of Show' - PRNewswire
UnityPoint Health Wins 6 Healthcare Advertising Awards, Including 'Best of Show'  PRNewswire

Want To Take Your Venture To New Highs? Hire An Advertising Agency - Influencive
Want To Take Your Venture To New Highs? Hire An Advertising Agency  Influencive

Four ad agencies make pitch to land LVCVA account - Las Vegas Review-Journal
Four ad agencies make pitch to land LVCVA account  Las Vegas Review-Journal

Arizona AG settles with hearing device company over deceptive advertising - KTAR.com
Arizona AG settles with hearing device company over deceptive advertising  KTAR.com

HiteJinro renews advertising partnership with LA Dodgers - The Korea Herald
HiteJinro renews advertising partnership with LA Dodgers  The Korea Herald

5 Best Advertising Agencies in Indianapolis - Kev's Best
5 Best Advertising Agencies in Indianapolis  Kev's Best

Digital Advertising Market to Witness Huge Growth by 2028 | Amazon.com Inc., Location3, Wpromote – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Digital Advertising Market to Witness Huge Growth by 2028 | Amazon.com Inc., Location3, Wpromote – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Radio Agency’s CEO urged clients to increase advertising presence - Martechcube
Radio Agency’s CEO urged clients to increase advertising presence  Martechcube

Europe $71.7 Billion Digital Advertising Markets, 2015-2020 & 2020-2026 by Platform, Ad Format, Industry Vertical, and Country - ResearchAndMarkets.com - Yahoo Finance
Europe $71.7 Billion Digital Advertising Markets, 2015-2020 & 2020-2026 by Platform, Ad Format, Industry Vertical, and Country - ResearchAndMarkets.com  Yahoo Finance

Is Magnite Inc (MGNI) a Winner in the Advertising Agencies Industry? - InvestorsObserver
Is Magnite Inc (MGNI) a Winner in the Advertising Agencies Industry?  InvestorsObserver

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Monday to mark a critical day for LVCVA advertising contract - Las Vegas Review-Journal
Monday to mark a critical day for LVCVA advertising contract  Las Vegas Review-Journal

Video Games Advertising Market 2021 Insights and Precise Outlook – BrightRoll, Flurry, Google, InMobi, AppNexus, Byyd – The Shotcaller - The Shotcaller
Video Games Advertising Market 2021 Insights and Precise Outlook – BrightRoll, Flurry, Google, InMobi, AppNexus, Byyd – The Shotcaller  The Shotcaller

Teva Launches 'It's Not OK - It's TD' National Television Advertising Campaign to Increase Awareness of Tardive Dyskinesia and AUSTEDO® (deutetrabenazine) tablets - Yahoo Finance
Teva Launches 'It's Not OK - It's TD' National Television Advertising Campaign to Increase Awareness of Tardive Dyskinesia and AUSTEDO® (deutetrabenazine) tablets  Yahoo Finance

Digital Advertising Platforms Market Enhancement, Latest Trends, Growth and Opportunities during 2021 to 2025 – AdRoll, LinkedIn, Rubicon Project, Sizmek, Oath Inc.(BrightRoll), OpenX – The Shotcaller - The Shotcaller
Digital Advertising Platforms Market Enhancement, Latest Trends, Growth and Opportunities during 2021 to 2025 – AdRoll, LinkedIn, Rubicon Project, Sizmek, Oath Inc.(BrightRoll), OpenX – The Shotcaller  The Shotcaller

UnityPoint Health won 6 Healthcare Advertising Awards for their 2020 marketing campaign, including a coveted “Best of Show” award for this video where a "kid ambassador" gives a pep talk to his stuffed animals on fighting COVID-19. Learn more - Cherokee Tribune Ledger News
UnityPoint Health won 6 Healthcare Advertising Awards for their 2020 marketing campaign, including a coveted “Best of Show” award for this video where a "kid ambassador" gives a pep talk to his stuffed animals on fighting COVID-19. Learn more  Cherokee Tribune Ledger News

Advertising, Public Relations, And Related Services Market 2021 Growth and Business Scope- WPP PLC, Omnicom Group, Publicis Groupe SA, Dentsu Inc – The Shotcaller - The Shotcaller
Advertising, Public Relations, And Related Services Market 2021 Growth and Business Scope- WPP PLC, Omnicom Group, Publicis Groupe SA, Dentsu Inc – The Shotcaller  The Shotcaller

Advertisers pivot as return to ‘pre-pandemic normal’ begins - WTMJ
Advertisers pivot as return to ‘pre-pandemic normal’ begins  WTMJ

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

PubMatic CEO Talks Digital Advertising On 'Money Mitch' - Benzinga
PubMatic CEO Talks Digital Advertising On 'Money Mitch'  Benzinga

NBCUniversal Is Acting as Power Broker Between Celebrities and Advertisers - The Wall Street Journal
NBCUniversal Is Acting as Power Broker Between Celebrities and Advertisers  The Wall Street Journal

Digital Advertising Market 2021 Growing Demand, Size and Business Outlook – Google, Facebook, Baidu, Alibaba, Microsoft, Yahoo – The Shotcaller - The Shotcaller
Digital Advertising Market 2021 Growing Demand, Size and Business Outlook – Google, Facebook, Baidu, Alibaba, Microsoft, Yahoo – The Shotcaller  The Shotcaller

AVOD's Striking Impact on CTV Advertisers and Streamers - MediaVillage
AVOD's Striking Impact on CTV Advertisers and Streamers  MediaVillage

The Pitch: Advertising and marketing news for 5.11.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

Government of Canada launches new "Ripple Effect" advertising campaign to encourage COVID-19 vaccination - Canada NewsWire
Government of Canada launches new "Ripple Effect" advertising campaign to encourage COVID-19 vaccination  Canada NewsWire

Native Advertising Market Research Report 2021 Elaborate Analysis With Nativo, TripleLift, Nominal Technology, Plista, PowerInbox – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Native Advertising Market Research Report 2021 Elaborate Analysis With Nativo, TripleLift, Nominal Technology, Plista, PowerInbox – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Three students sue coding bootcamp Lambda School alleging false advertising and financial shenanigans - TechCrunch
Three students sue coding bootcamp Lambda School alleging false advertising and financial shenanigans  TechCrunch

Advertisers’ protracted pursuit of cross-media measurement is gathering pace. - Digiday
Advertisers’ protracted pursuit of cross-media measurement is gathering pace.  Digiday

Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton - The Wall Street Journal
Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

Have Your Say: Proposed Amendments to the Advertising of Therapeutic Goods - Lexology
Have Your Say: Proposed Amendments to the Advertising of Therapeutic Goods  Lexology

The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins - TechCrunch
This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded. - The New York Times
Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

Researchers Uncover Advertising Scam Targeting Streaming-TV Apps - The Wall Street Journal
Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak - CNBC
Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

Advertisers can now bring their customer segments into Microsoft Advertising via a new integration - Search Engine Land
Advertisers can now bring their customer segments into Microsoft Advertising via a new integration  Search Engine Land

Big advertisers are threatening to yank TV dollars - Business Insider
Big advertisers are threatening to yank TV dollars  Business Insider

U.S. judge dismisses advertisers' antitrust claims against Google - Reuters
U.S. judge dismisses advertisers' antitrust claims against Google  Reuters

Facebook allows advertisers to target children interested in smoking, alcohol and weight loss - The Guardian
Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity - Adweek
As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe - PRNewswire
Social Media Advertising to Have Strong Impact on Advertising, Public Relations, and Related Services Businesses | Discover Company Insights for the Advertising Industry | BizVibe  PRNewswire

As Decision on Trump Looms, Facebook Preps Its Advertisers - The Wall Street Journal
As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

Microsoft Advertising's New Features & More Digital Marketing News - Search Engine Journal
Microsoft Advertising's New Features & More Digital Marketing News  Search Engine Journal

Apple’s Privacy Changes Are Poised to Boost Its Ad Products - The Wall Street Journal
Apple’s Privacy Changes Are Poised to Boost Its Ad Products  The Wall Street Journal

Insights on the In-Application Advertising Global Market to 2026 - GlobeNewswire
Insights on the In-Application Advertising Global Market to 2026  GlobeNewswire

96% of US users opt out of app tracking in iOS 14.5, analytics find - Ars Technica
96% of US users opt out of app tracking in iOS 14.5, analytics find  Ars Technica

How Walmart is pitching advertisers - Business Insider
How Walmart is pitching advertisers  Business Insider

Apple to boost ads business as iPhone changes hurt Facebook - Financial Times
Apple to boost ads business as iPhone changes hurt Facebook  Financial Times

Facebook Tweaks Advertising Tools Ahead of Apple's Privacy Changes - Gadgets 360
Facebook Tweaks Advertising Tools Ahead of Apple's Privacy Changes  Gadgets 360

AB InBev On Why Advertisers Are Starting To Act More Like Publishers - AdExchanger
AB InBev On Why Advertisers Are Starting To Act More Like Publishers  AdExchanger

CNN Advertisers Silent On Rick Santorum's Racist Comments About Native Americans - HuffPost
CNN Advertisers Silent On Rick Santorum's Racist Comments About Native Americans  HuffPost

Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live - SpaceNews
Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

The New Realities of Advertising During COVID-19 - Total Retail
The New Realities of Advertising During COVID-19  Total Retail

How targeted advertising is impacted under Virginia’s CDPA - MarTech Today
How targeted advertising is impacted under Virginia’s CDPA  MarTech Today

What’s Left of Tucker Carlson’s Advertisers (So Far) in 2021? - TVRev
What’s Left of Tucker Carlson’s Advertisers (So Far) in 2021?  TVRev

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

Editorial: The difference between advertisements and editorial content - The State News
Editorial: The difference between advertisements and editorial content  The State News

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