Psycho-Sell: Advertising and Persuasion (DVD or VHS)

©1992 Learning Seed, 25 minutes
#LS-13792, Price $89

Psycho-SELL explores scientific techniques advertisers use to influence buying decisions. For example:

• Timing - Ads during a TV movie are few and far between at the beginning, but more frequent once the audience is "safely captured."
• Attention - The opening two seconds of a TV ad is carefully designed to capture the attention of even the most disinterested viewer.
• Psycho-graphics - How products and ads are tailored to fit emotional needs.
• Parity products - Watch as a brand manager offers an ad agency this challenge: "Here's our new brand of soap. It's no better nor worse than any others. We want you to make consumers believe it's superior. Can you do it?"
• Power of brand names - Ads influence consumer perceptions. Consumers influenced by ads often believe a product is superior. But take away the brand name for a blind test to reveal what happens.
• Positioning - How one bar of soap can change its image to appeal to those who use soap as a way of pampering themselves, those who see bathing as a kind of ritual cleansing, and those who believe soap is soap.

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