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February 16, 2020 58 mins
主播 小果汁 (https://fom.fm/hosts/ijoy) 饭稀饭 (https://fom.fm/guests/fansy) 嘉宾介绍 一开始是怎么进入现在这个行业的? 广告人的工作日常是什么样的? 广告中的心理学讨论 什么是好的广告:有效性 Vs 美誉度 挖掘原始情绪 恐惧、焦虑与自卑 散布恐慌,引发顾客囤货 你去健身房的初衷?健康or身材? 害怕被孤立(皮肤病,秃顶等) 利用情绪的策略: 指出一个消费者没有意识到的问题 加剧消费者对于这个问题的焦虑 出售解决方案 e.g. 绿箭口香糖;重疾保险 捆绑负罪感 亲子教育 幼儿过度卫生安全(奶瓶消毒柜) 半成品食物(母亲的负罪感) 父母养老保险 健身卡/减肥餐 胎教与潜意识 对一生的影响 维度:气味、音乐、儿时记忆 遗传式的品牌忠诚度 e.g. 超市的案例,菲律宾可比克咖啡 被禁止的洗脑广告 从众与同侪压力 曲奇罐实验 病毒营销 榜单和爆款的魔力 产品植入(apple) 反同侪压力,叛逆和酷 个性化浪潮 不同群体消费者间的矛盾 网红店的困局:小众悖论 成瘾 世界上最容易成瘾的声音:第三位是手机震动 研究表明,人们对手机不是上瘾,而是真爱 购物成瘾 购物带来愉悦感 逃避抑郁,甚至是解决焦虑的手段 品牌成瘾和依赖 不喝星巴克就没法上班 球队输球就无心工作 为了苹果手机通宵排队 制造渴望 图像:可乐的“汗珠” 声音:易拉罐打开的声音 游戏化营销 “差一点点就要赢”的感觉 “永不充值”“轻松爆装备卖钱”刺激 Foursquare 的游戏机制 怀旧营销 肯德基:原味鸡回到1987年 人为什么要怀旧? 回到过去有安全感的生活体验 - 童年 回到过去巅峰的生理条件 - 黄金年代 追求愉悦感:同之前所说的“胎教”的联系 有机食品,传统古方 名人效应 距离产生美,仙尘效应 和恐惧“未来的自我”不同,名人效应是“向往理想的未来自我” 名人定义的扩展 专家也是名人 爱豆的带货能力 KOL vs KOC 链接 联系我们 (mailto:hi@fom.fm) hi@fom.fm 订阅方式 (https://fom.fm/subscribe) Special Guest: 饭稀饭.
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