The Psychology of Marketing

To get big results in any market climate, you must understand consumer psychology and what really drives choices and loyalty, consciously and unconsciously. To maximize results, direct marketers need to develop psychological/emotional profiles for core customers, and then build data strategies to successfully find and reach like minds Marketing without psychological relevance and a keen understanding of data falls short every time. This session is designed to introduce participants to the fundamentals of human psychology that have a big impact on response to marketing and purchasing behavior.

Topics

• Fundamentals of Behavioral Economics and how these critical findings apply beyond the finance world
• Examples of emotionally powerful ads vs. entertaining ads that don’t sale
• The psychological impact of color, images and how different colors connect or disconnect consumers to your brand
• How creative unconsciously creates perceived brand attributes, good and bad
• Testing psychological appeals and data models
• Assessing data intelligence for long-term strategies

Course Type
In-person Only

Course Duration
2 days

Registration Rates
DMA Member: $1,399
Non-Member: $1,699