ISBN:
0857191276
ISBN 13:
9780857191274
This product is an E-publication based on:
Emoti-coms (2011)
Emoti-coms
by
Xavier Quattrocchi-Oubradous - Charles Bal
Everyday, consumers are bombarded with thousands of commercial messages, and they have become increasingly adept at screening out or instantly forgetting them. Introducing actionable ideas, hints and tips for your own emotion-based campaigns, this title addresses the ethical dimension of a way of getting your message out to the world.
Top page
Complete description
Marketing is broken. Everyday, consumers are bombarded with thousands of commercial messages, and they have become increasingly adept at screening out or instantly forgetting them. The advertising quest for eyeballs is floundering and research and developments in technology suggest that reaching people will only get increasingly difficult with time. Meanwhile, exciting breakthroughs in neuroscience and psychology have given us greater insights into human emotions than ever before. And important findings suggest that marketing communication - and consumers - can benefit from this. Companies that change their promotional efforts to focus on emotional engagement with their would-be customers can convey values and benefits more accurately, be more persuasive, gain better memorisation, have their marketing go viral with greater speed, and ensure they get the best possible returns from product placement and celebrity endorsement. A share of heart, not a split-second of attention, must now be the goal of all marketers. "Emoti-coms" is the revolutionary guide to this new approach.
Lucidly covering the theoretical groundwork and introducing actionable ideas, hints and tips for your own emotion-based campaigns, it also addresses the ethical dimension of this new and powerful way of getting your message out to the world. It is a fascinating and provocative read for all marketing and communications professionals.
Top page
Summary
Emoti-coms
Preface: A Note on Emotional Communication Introduction: Reversing the Eyeball-to-Eyewall trend 1. Rationality: A Theory of Economists, a Myth in Business 1.1 What is rationality? 1.2 Are we really in control of our decisions? 1.3 Business is not only about rationality 2. What We should Know About Emotions 2.1 What is emotion? 2.2 Six key fundamental facts about emotions 2.3 How to represent emotions in an actionable way 2.4 The growing place of emotions in modern societies 3. How Emotions Matter to Consumers 3.1 How emotions drive our consumer life 3.2 The '3 Ms' of emotional communication: mindset, message and mechanic 3.3 From one to many: emotional contagion and mirror neurons 4. Emotion, the Holy Grail of Brands? 4.1 Emotion-enabled communication techniques 4.2 Careful when playing with emotions 4.3 The view from the boardroom 5. Share of Heart, the New Paradigm of Communication 5.1 Share of voice: less and less audible 5.2 What is 'share of heart'? 5.3 Content production and distribution is critical to share of heart 5.4 The conveyability of the message Conclusion: Emotions are Not the Key, They are the Door Notes Index
Top page
“Knowledge has no limits” This site is owned by DEA Mediagroup SpA.
Tel. + 39 06 852121 Fax. + 39 06 8543228 Via Pietro Boccanelli 27 00138 Roma Italy
P.Iva 00901181008 Cod.Fiscale 00469620587
Send your comments or suggestions to:
customerservice@deastore.com
If you are experiencing problems using the system, please refer to the deastore Online Help Center or inform our Technical Support at:
helpdesk@deastore.com
Free Worldwide Shipment by Mail. Click here for details 
