The Psychology of Advertising and Marketing

When we talk about the Psychology Of Advertising, perception is paramount. Your advertisements are all about perception so you must make the most of each and every advertisement. You need to know what works and what does not so do you waste your time and money on bad copy. A series of experiments were carried out to determine whether white or black type made the more attractive display advertisements. Over 500 people were used in the experiment. The background for the white type was gray in some cases, but in most cases it was black. The results show that the ordinary reader is more likely to notice display type which is black than a display type of the same sort which is white.

Another series of laboratory experiments was made on the same subject. Particularly prepared pages were shown for one-seventh of a second. On part of the sheets black letters on white background and white letters on black background were shown. In other cases one half of the sheet had a black background, with words in white type, and the other half of the sheet had a white background with words in black type. Scores of cards were constructed in which all the possible combinations of white and black were made and shown to a number of persons for such a short space of time that no one could perceive all there was on any sheet. Under these circumstances the subjects saw what first attracted their attention and what was the easiest to perceive. The final results showed that the black letters on a white background were seen oftener than the white type on a black background. This proves true with other colors too. A dark font color on a light background is noted more often than a light font color on a dark background. Use the right combination unless you are seeking a specific "feel" for your advertisement.

It seems quite certain that, other things being equal, those advertisements will be the most often read which are printed in type which is the most easily read. The difference in the appearance of the type in many cases may be so small that even persons experienced in the choosing of type may not be able to tell which one is the more legitimate, and yet the difference in their values ​​may be great enough to make It a matter of importance to the advertiser as to which type he should use.

If the matter of the proper use of type is of importance to the advertiser, it is even more important that he should make a wise use of graphics.

The graphic is frequently used merely as a means of attracting attention, and its function as a symbolic illustration is disregarded. In a few cases this may be wise and even necessary, but when we consider the value of an graphic as a symbol, we are surprised that graphics are not used more extensively as well as more judiciously. The first form of writing was picture writing, and the most simple and direct form of graphic representation is through the picture and not through the printed word. At a single glance we can usually read about four words; That is to, say, the width of perception for printed words is about four. At a single glance at an illustration we can see as much as could be told in a whole page of printed matter. The width of perception for illustrations is very much more extensive than it is for printed forms of expression.

The illustration may perform either one or both of two functions. It may be a picture picture used to attract attention or it may be an "illustration" and a real aid to perception by assisting the text to tell the story which is to be presented. In the first case it would have been called an irrelevant painting; In the second case it is relevant. There have been several investigations carried on to determine the relative attention value of relevant and unlawful illustrations. Although the results so far, reached are not so decisive as may be desired, yet it looks certain that the attention value of relevant illustrations is greater than had been supposedly and that the irrelevant "picture" is frequently not so potent in attracting attention as a Relevant illustration would be. Under these circumstances it seems that, in general, the illustration in an advertisement should have the double function of attracting attention and assisting perception. Which one of these functions is the more important might be a profitable question for discussion, but when these two functions can be united in the same illustration, its value is enhanced twofold. Irrelevant illustrations are produced purely because they are expected to attract attention, when in reality they may attract the attention of no one except the person who designed them and of the unfortunate man who has to pay for them. There are many illustrations produced and inserted in advertisements because they are supposed to assist the perception. They are supposed to tell the story of the goods advertised and to be a form of argumentation. The designer of the illustration and one familiar with the goods knows what the picture stands for, and so for him it is a symbol of the goods and tells the story of the special advantages of the goods. To one unacquainted with the illustration and with the goods advertised, the illustration is no illustration at all. Not only that, but an illustration may distract the viewer from the actual message. Things animated graphics may actually draw the eyes away and the viewer will never get back to the actual message.

The advertiser is so familiar with what he has to offer that he can not appreciate the difficulty the public has in getting a clear and complete perception by means of his advertisements of the goods advertised. It is almost impossible to err on the side of clearness. A sketchy illustration may appear artistic to the designer, but there is danger that it will be taken as meaningless scrawls by the viewer, and so it will not receive a second thought from them. The text and the illustration should, first of all, be clear and should in every way possible assist the mind of the possible customer in forming a correct idea of ​​the goods being exploited. This is what the Psychology of Advertising is all about; Getting the viewer to remember your product and purchasing it.

How to Pack for a Summer Vacation

It’s that time of the year again when the scorching heat becomes unbearable with each passing day. At such a time, all you want is an air-conditioned room and something cool to sip on. However, if you are going on a holiday, you will be spending a lot of time outside, exploring different places. If this is scaring you, considering the temperature is rising everyday, here are some tips that will help you stay protected from the heat.

Carry a Sunblock Lotion or Sunscreen

Going out in the sun without protecting your skin is a big no no, especially in summer. So, while you searching for the cheapest airline booking online and packing your clothes, also get a bottle or two of sunscreen or sunblock lotion. Sunscreen will not only prevent you from getting a sunburn but it will also protect your skin from the harmful UV rays. When you are buying the lotion, make sure you get one that has both UVA and UVB protection.

Pack Cotton and Lightweight Clothes

During the summer season, it’s advisable that you wear cotton clothes so that your skin can breathe. Wearing synthetic clothes may cause irritation and you might end up feeling hot and suffocated. So, when you are packing for your vacation, make sure you put in light clothes that will help your body stay calm. When it comes to shoes, carry open-toed ones or flip flops so that your feet can get as much air as possible.

Choose the Correct Accessories

Since you will be travelling during peak summer, carry a straw hat, a pair of sunglasses, and a scarf, just in case the heat becomes unbearable. These accessories will keep you protected from the heat when you are out, visiting different places. If you are going to be spending a lot of time on the beach, carry a beach bag and towels with you too. It’s also preferable that you carry a change of clothes so that you don’t have to stay in your sweat-soaked clothes for a long period of time.

Take Necessary Medication with You

Some places can have heat waves during the summer. In such a case, you should be prepared for it. Additionally, if you have diseases that can be triggered due to the heat, take the prescribed medicines with you. You might also want to take vaccinations that will protect you from falling sick from insect bites or mosquitoes.

These are some of the simples steps that you can keep in mind while packing for a summer vacation. And while you are vacationing, just remember to drink a lot of fluids and keep yourself hydrated.

It's The Law

Billboards tell us to wear our seat belts because it's the law. I envision a day when prominent signs and ads say: "Your thoughts create your life," and "Like attractions like." We would have constant reminders of the Law of Cause and Effect everywhere we go. Actually, we do have constant reminders of this law wherever we go. In his classic book, The Science of Mind, Ernest Holmes says: "Everyone joins to himself just what he is, and we may set it down that where we are, however intolerable the situation may be, we are just where we belong." I may add that however joyous a situation may be could also be just where we belong.

Charles Fillmore said in his book: Prosperity, "All true action is governed by law. Nothing just happens. There are no miracles. There is no such thing as luck. Nothing comes by chance. Explained under the law of cause and effect. " A Course In Miracles says: "Everything you see is the result of your thoughts. There is no exception to this fact." The Bible tells us that we will reap whatever we sow.

Most of us understand this law academically. The difficulty is in living it consciously. It is a law that you can not break. It is working whether or not you believe in it. You are reaping what you are sowing. Your thoughts, assumptions, beliefs, attitudes and feelings are mirrored back to you in your experiences of life. Why is it that we can pray, affirm, and think positive thoughts and still not experience changes in life that we desire?

The love of God continuously flows through us without our asking. When our thoughts and emotions are in tune with this Divine vibration, we experience joy, peace, and a sense of well being. When we are appreciating, loving, and creating harmony we are in the flow of Divine energy. When we look upon our world critically, fearfully, angrily, or with disappointment we are cutting off the flow. We label something as bad and our being begin to vibrate at the same frequency. I worry about not having enough money and my life experience becomes as one great magnetic field appealing to myself more money problems.

In Science, fields are invisible structures that occupy space and exert influence within that space. My thought forms occupation space creating a field around me. My thought and emotion create energy. My energy flows inward and outward. It flows inward, coloring my interpretation of people and events. It flows outward, looking for that which is in harmony with it, drawing it to me.

We do not merely respond to the stimuli around us; We create the stimuli. I decide what I am seeing, hearing and feeling. Your words to me are an attack, a call for help, or nothing at all depending on the choice I make. This is how my energy flows inward, influencing my responses at the mental, emotional, and physical levels.

Energy flows outward affecting external events. Years ago I was struggling to increase my consulting business. I was having trouble finding new clients. At the same time, I was spending time and energy looking for a full time job. I was afraid that my consulting practice would not increase. I was stuck, unable to increase business and unable to get a job.

My energy was flowing in two opposing directions. I really did not want a job. Conflict and fear in my thinking and emotions created a field of confusion. Finally, I made a decision to stop looking for a job and to commit to my consulting practice. I focused my energy on what I really wanted. I thought about how wonderful it would be to be successfully self-employed. Within two weeks I received a call from a client who offered me a large, well paying project. They happened to find a piece of paper with my name and number on it in an old file cabinet.

Fear is a focus on what is not desired. A focus on what is not desired puts us in vibrational harmony with what is not desired. We fill our field with thoughts and emotions that serve as attractors for exactly what we do not want. At the same time, the love of God is flowing to us. It is not appealing our heart's desires to us because we are cutting off the energy with our fearful thoughts and beliefs.

I may think: "Would not it be wonderful to have a successful business? Would not it be great to have more friends? Would not it feel fantastic to be more healthy? These thoughts and emotions begin to build a field for me As I lovingly hold my vision, the love of God flows into my field ever creating the desired effects. My appreciative energies serve as attractors, structuring my field of experience.

Often we follow up our loving thoughts with thoughts of doubt or fear. Old emotional tendencies kick in and take over. Let's say you want a new relationship and you create both the partnership and the loving feelings in your mind. Soon old fears take over. Your tendencies to feel lonely and to feel bad about past failures cut you off from the love you felt a few moments ago. You want to get rid of these tendencies but you have trouble letting go of the payoffs you're receiving for staying right where you are. It's safer to be alone. It's easier to not try than to fail again.

There may not be an exact formula to change our fields in order to experience greater well being. This is what I use:

1. I identify what I do not want.

2. I identify, specifically, what I do want.

3. I identify the feeling of well being that comes to mind when I think about what I want.

4. I choose which feeling I wish to create (the feeling that comes from living with what I do not want or the feeling that comes with experiencing what I do want?)

5. I make a commitment to what I want, and become what I want. If I want a loving relationship I need to become one who relates lovingly. I need to think, visualize, walk, talk, and feel as if my vision were already here.

6. I trust Spirit to deliver that which is highest and best for me. I am unattached to specific results trusting Spirit to decide.

Ultimately, the specific things and situations we desire are not what is important. It is the creation of an enhanced state of well being that matters. As we create this state we create a field of well being around us. This field influences all who intersect it, assisting them to create greater well being, too. The love of God, as true cause, flows through us, creating conditions that enhance joy. This is the only way to positively change ourselves and the world. It's the law.

Branding Vs Advertising Vs Promotions Vs Marketing Vs Public Relations

Many people are confused as to the differences between branding, advertising, promotions, and public relations. For that matter, the actual process of “marketing’ is misunderstood just the same. To give you a basic understanding, marketing is not a one time event or activity, it is a process, a combination of things which blend together. By definition, marketing is the act of mixing product, price, place, and promotion. But first, on to…

Branding.

A great example of branding is Apple. iMac, iPod, iTouch, iPhone, iTunes. Get the point? Apple has created a massive brand strategy using the “i” element. Think of the Ritz-Carlton, LifeTime Family Fitness, Hilton Hotels, and what do you see? First class service, luxurious amenities, excellent service? Now, how about Best Western, 24-Hour Fitness, Motel 6? What kind of “Brand” is each of those? Can you see the contrast? What is your company brand? Are you sure? If you think you’re a high-end facility, do you show it? Would you see the front desk clerk at the Ritz-Carlton wearing a button promoting the frequent guest club? Would you see a front desk clerk at a Motel 6 wearing a $1000 suit? Does everything you do, say, print, write, and provide consistent with your brand message? If not, you may want to consider who your true target audience is, and work at ensuring you continue to provide services that directly relate to them.

Advertising

Advertising is the actual process of displaying your message. Advertising on the radio… Advertising on tv… The one act of making something happen. Tie your Advertising and your Branding together, you have the Marketing Process. If you are just “advertising” without any direction, any goal, any unity, then you’re just a lost puppy wandering aimlessly hoping someone will give you a good home.

Promotions

A promotion is typically a one-time event for a specific purpose or goal. Whereas marketing is ongoing, a promotion can be a one-day, one week, one-month, or even one-hour event. In retail, a “SALE” is typically a promotion. Car dealerships offering Zero percent interest is a limited time promotion. They typically have a specific start and end date, and have a very clear understanding of the R.O.I. (Return on Investment) any particular promotion should achieve to make it a success.

Public Relations

P.R., or Public Relations, typically revolves around un-paid news sources and focuses on your business as it relates to the community. If you see a positive, or hopefully positive, story on the news or an article in the newspaper, this is the type of press a Public Relations firm may help you get. They have strong relationships with the news media and often feed them stories about their clients, in hopes of some free press. You, too, can harness the power of free press and public relations, although it can be difficult at times to get noticed, which is the PR firm’s strongpoint.

Marketing

Marketing is the process that drives all the above elements. It directs the feel, image, and tone of the advertising, promotions and public relations. To each of these elements, there are experts in each of these fields. You can hire a company just to handle your branding, and another to handle your advertising, marketing, and yet another for your public relations. Of course, as a small business owner, you may not always have the budget for such companies. You can learn how to achieve the same results at http://TheMarketingWire.com and get the latest in marketing news, education and resources to help build and grow your business.