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Интернет-журнал «Науковедение» ISSN 2223-5167 http ://naukovedenie.ru/ Том 7, №3 (2015) http://naukovedenie.ru/index.php?p=vol7-3 URL статьи: http://naukovedenie.ru/PDF/17EangVN315.pdf DOI: 10.15862/17EangVN315 (http://dx.doi.org/10.15862/17EangVN315)
Shklyar Tatyana L'vovna
Moscow State University of Economics, Statistics and Informatics (MESI)
Russia, Moscow E-mail: tlb@mail.ru
Ponyavina Maria Borisovna
Moscow State University of Economics, Statistics and Informatics (MESI)
Russia, Moscow E-mail: mbponyavina@mesi.ru
Specific aspects of anchoring to be used in forward-looking marketing technologies
Abstract. The article describes the use of the tool of neuro-linguistic programming, such as anchoring, with examples of political and economic advertising. In various examples, the authors have demonstrated the overall impact on the psychology of the consumer. Examined the hypothesis that separating Economics and politics marketing specialists lose a lot. The authors propose to look at these two vectors through a single prism of the tools of marketing and psychology.
Both in politics and in the economy it is important to convey the right information. The key point is that this communication is intentional in nature and is born to obtain the necessary reaction from the recipient. To do this, create ads, articles, posters, and more. In both cases, creating a brand, which in consequence are promoting.
Anchoring in policy will allow a political party to gain more votes, and therefore in the economy, anchors include the desire of the buyer to purchase a specific product or service.
Anchor in political advertising may be a political actor, as well as the logo of a political party. In economic advertising anchor is directly the product itself, the label, the shape of the logo, color, accompanying text, as a result, these factors should be taken seriously.
Keywords: psychology of advertising; marketing; anchoring in advertising; anchoring in politics; marketing communications; NLP in advertising; truth in advertising; consumer behavior; neuro-linguistic programming.
For citation:
Shklyar T.L., Ponyavina M.B. Specific aspects of anchoring to be used in forward-looking marketing technologies//
On-line journal "Naukovedenie" Vol 7, №3 (2015) http://naukovedenie.ru/PDF/17EangVN315.pdf (open access).
DOI: 10.15862/17EangVN315
Nowadays it is not a secret that the vast majority of marketing experts separate policy and the economy (government and business) and that is rather emotional position, traditionally not noticing positive aspects of the unity of these two components. The authors of this article propose to look at both sides of these aspects through the prism of NLP (Neuro-Linguistic Programming) and some examples to show the relationship of these two components.
Both in politics and in the economy it is important to convey the correct information. The key point is that this communication is intentional in nature and is born to obtain the necessary response from the recipient. This creates advertising, articles, posters, and more. In both cases a new brand is created which in consequence should be promoted.
The only way to break through the information clutter to its customer is by using the "right" of communication where without any doubt can help NLP (see figure 1).
The driving factors of marketing (NLP) The mind of the buyer The response of the buyer (positive)
Fig. 1. Model of stimulus - response
NLP - Neuro-Linguistic Programming (from Greek. Neuron - a nerve, lat. Lingua - language and Greek. Programma - prescription) is a form of psychotherapy.
This term comes from the name of the three Sciences, united together: Neuroscience - exploring the structure of the brain, the mind, the way a man thinks; Linguistics - explores how a person says and what impact has it on his personnality; Programming - how we structure our actions to achieve the desired goal [5].
Anchor represents a base term in NLP; it is a certain stimulus. It is the pull factor that raises and holds on for a while a certain subjective state of a person, both good and bad.
Anchoring in politics will allow a political party to get more votes and therefore in the economy anchors include the desire of the buyer to purchase a specific product or obtain a service. If we consider figure 1, is the marketing factor that influences the consciousness and often unconscious on the part of the buyer and marketers get a positive reaction.
Anchor in political advertising is turned up a political actor, as well as the logo of a political party. In economic advertising anchor appears to be directly the product, the label, the shape of the logo, color, accompanying text; as a consequence these factors should not be taken lighthearted.
To make the anchor work it should be backed by a certain emotional state. If such emotion condition is negative then the anchor will serve as the anti-advertising and the customer or voter will ignore the product or campaign. Such anchors should be served as anchors for competitors' products.
Should the status be positive one may say it is close to euphoria then the customer or the voter will share your product and political views.
Further various examples of anchoring in the economic and political advertising will be reviewed.
BASIC ANCHORING
The advertising uses beautiful images that create a positive emotional state and in the end you receive the advertised product, or a political actor. Such ad can be both a video and a printed element. This kind of advertising is an effective advertising message only a short period of time. Basic anchoring should be used immediately before the election or before the product launch on the market, at the very beginning of the life cycle.
Fig. 2. Political Advertising of the Russian Communist party. Mr. Zyuganov
On the Fig.2 an anchor is the political actor - Mr. Zyuganov. This advertising will evoke positive emotions of senior voters and those who are nostalgic for the Soviet Union.
Fig. 3. Advertising of the dietary bread BIMBO [2]
On Fig.3. the anchor is logo of the company. Such advertising is aimed at the female audience that is interested in diets, good shape and who completely eliminate bread from their diet. The ad explains that the treat can be eaten without fear and one should enjoy life and that is emotions that are positively reinforced.
INSIGHT ANCHORING
Insight is the realization of reality, deep understanding.
This ad reveals the true state of affairs in the country (political insight) and finished goods (economic insight). The state of the consumer - intense, more profound than in the first case. The effect of this communication is more prolonged. It is also possible to use in video advertising as well as printed materials.
Such advertising can serve as a good reminder both of the political party and about the product.
Key features of insight in marketing:
1. Insight psychologically and physically should be close and understandable to the consumer or voter. True insight means a literal understanding of the consumer. This story is about the client.
2. Every insight must be real. It needs to convey the true feelings of the voter or of the buyer. Insight answers the questions: Why is he behaving this way? What does the voter or the buyer think? How the voter/the buyer thinks? What he really feels?
3. Marketing insight is often the opening. Competent insight always reveals something new in the life of a voter/buyer, allows for a fresh look at familiar things, stimulates the revaluation of existing experience and knowledge.
Fig. 4. Ad of the mayor of Moscow. (auth. interpret)
Fig. 4 depicts the anchor which is a political actor. With this advertisement, the authors wanted to show that the political actor is an ordinary man who puts all their efforts on the improvement of the city. This is not a celestial and don't need to ask him for the moon.
Unfortunately, political advertising of this type is extremely insufficient.
Fig. 5. Advertising AIDS drugs [4]
On this ad the anchor is the name of the medicine ENDOVIR. On the ad one will not see the rainbow of healing. This is not a cure for an incurable disease. This medicine gives the opportunity to live more than a lot. It's true, because any disease does not bring the man of joy, especially such as AIDS.
CREATIVE ANCHORING
This ad attracts due to non-standard ideas. This communication is a very long and good in every way and attracts consumers with fresh ideas.
Fig. 6. Advertising McCormick mustard, which makes the food more beautiful
Here an anchor is a logo and packaging with the product. No doubt this communication will find its customer. The unconventional feed such a simple product, such as mustard, attracts attention
and makes me smile (reinforcement of positive emotions). Accordingly, passing the showcase with jars of mustard, the hand of the buyer will be attracted to McCormick.
BREAKTHROUGH ANCHORING
Almost every person is characterized by stereotypical thinking respectively breakthrough the existing template will attract attention. This marketing message is not characterized by long life, boring. It is extremely difficult in the printed version.
Fig. 7. Advertising image of the TV channel Russia Today [1]
Here an anchor is a political actor and TV channel logo. This ad is very ambiguous. Its nonstandard flow draws the attention of the society and serves to reflect on the political situation. As the saying goes: "On the topic of the day".
Fig. 8. Sports news on Ole
Here is anchor logo. No doubt the behavior of the person in the picture, in this situation, is provocative. This example is characterized by a gap in the existing stereotype and attracts attention. Consumers who see this communication will not remain indifferent and therefore the goal is achieved, the product advertised is retained in memory of an individual.
KINESTHETIC ANCHORS
Kinesthetic anchors can be certain touch or smell that evoke strong emotions - positive or negative.
Kinesthetic anchors in economic advertising can be probes that are put in print, the smell in the trading room. In political advertising these anchors can be the use of substandard materials, such as velvet paper for business cards, plastic bags, natural media for promotional materials, etc.
Material kinesthetic anchoring (Author's interpretation)
Under material kinesthetic anchoring the author will understand the use of substandard materials and techniques of post-processing for the manufacture of promotional products, as well as the attachment of probes - small product samples that one can touch and to use.
Non-standard materials include: designer paper that the touch will cause a certain number of associative, natural media such as wood or metal, which are also used in printing, etc. In print advertising can be applied to various tactile finishes that will serve as anchors.
UV varnishing in printing is the application of a special varnish with the aim of making printed products glossy or matte. Using this varnish creates a unique topography, which is a nice touch. Through organoleptic new information may be transferred about the advertising image - roughness -as peach skin, texture - sand, smooth as ice [4].
The embossed image - based stamping hot or cold metallic or pigment foil or polymer film coated with the desired substance, which will give additional tactile effect.
Cutting is a process that allows you to cut using a special stamp some form of the printed product, or to carve a certain element that the touch may cause the necessary impression.
Collectively such promotional communication creates a positive mood and can serve as a kinesthetic anchor. This effective advertising message is effective very short time. It makes sense to use immediately before the election or before bringing products to market (early life cycle).
Aromatic kinesthetic anchoring (Author's interpretation)
Aromatic kinesthetic anchoring is the use of certain aromas to induce emotional States.
For anybody not a secret that different odors evoke different emotions, for example: fruit -emotion, enjoyment, floral scent evokes the emotion of joy, the mint - the emotion of surprise, the rotten - the emotion of disgust, musky - anger, camphor - the emotion of sorrow, caustic - fear [3].
Hence the odors can be the anchors, both politically and in economic marketing.
The essence of the elusive aroma can greatly increase sales. Vanilla increases the income of grocery stores watered departments by 15%, also well-suited fresh flavors of cucumber and watermelon.
The smell of citrus can be used in a competitive political struggle. The flavor of these fruits distracting - enough to handle election materials, conference hall of the opponent and the voters will stop noticing them.
Often advertisers use scented advertising, which is an interesting form of anchoring.
Conclusion: this advertising communication can create both positive and negative mood and, consequently, can serve as a kinesthetic anchor. This effective advertising message due a short time, within 2 hours the smell can dissipate. There are also some threats of this method, such as too intense aromas can scare away voters and buyers, and also may cause allergic reactions.
AURAL ANCHOR
Under auditory anchors means music, voice, intonation, etc. Auditory anchors in the economic advertisements can be audio. In political advertising - political voice actor, his intonation, non-standard phrase. A vivid example of this phenomenon in politics are the characteristic features of the speech of Zhirinovsky V. or for instance Brezhnev L.
Elementary auditory anchoring (Author's interpretation)
In marketing communication used classical music that takes me peace of mind and creates a positive attitude, at the end the announcer says about the advertised product, or a political party. Elementary auditory anchoring can be used in radio advertising, in a rare case in the video.
This effective advertising message is due a short time. It makes sense to use immediately before the election or before bringing products to market (early life cycle).
Creative sound anchoring (Author's interpretation)
This advertising message attracts consumers and voters at the expense of not standard character of the audible information. In a political version can be used memorable intonation, repeated phrases, etc.
In commercial advertising use a non-standard combination of sounds, ringtones - expressive musical compositions, etc. This communication is a very long and good in any performance. It attracts the consumer's originality and freshness of ideas.
Personal auditory anchoring (Author's interpretation)
For each of us the very first and main sound anchor is own name. Any audio use will attract our attention. It should be noted that different shapes cause different emotions and not always positive.
In politics the use of the name, is an excellent anchor. So, the mention of names of political leaders causes a strong emotional reaction. In the economy is the product name, or trademark, which also can sound in different ways. These marketing communications work for a very long time and are very effective in radio advertising and video content. Characterized by intense and deep condition of the consumer.
In conclusion it should be highlighted that by using NLP technologies and more specifically such a tool as anchoring a certain influence on the subject of communication is exerted. Marketing specialists need to adopt this tool for constructing and understanding the political and economic reality.
Active use of different anchors in the political and economic marketing is determined by the fact that they are one of the main means of representation of political actors and events, economic production, communication between the government, business and society as well as the effective tool for building political and economic realities.
REFERENCES
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УДК 330.101; 330.11
Шкляр Татьяна Львовна
ФГБОУ ВПО «Московский государственный университет экономики, статистики и информатики (МЭСИ)»
Россия, Москва1 Кандидат экономических наук, доцент E-mail: tlb@mail.ru
Понявина Мария Борисовна
ФГБОУ ВПО «Московский государственный университет экономики, статистики и информатики (МЭСИ)»
Россия, Москва Кандидат экономических наук, доцент E-mail: mbponyavina@mesi.ru
Специфические аспекты якорения применяемые в современных маркетинговых технологиях
119501, Россия. Москва, ул. Нежинская. 7, каб. 335 11
Аннотация. Статья рассматривает использование инструмента нейролингвистического программирования, такого как якорение, на примерах политической и экономической рекламы. На разных примерах авторы продемонстрировали общее воздействие на психологию потребителя. Рассмотрена гипотеза, что разделяя экономику и политику, маркетологи многое теряют. Авторы статьи предлагают посмотреть на эти два вектора через единую призму инструментов маркетинга и психологии.
Как в политике, так и в экономике главное донести нужную информацию. Ключевым моментом является то, что данная коммуникация носит намеренный характер и рождается для получения необходимой реакции со стороны получателя. Для этого создается реклама, пишутся статьи, плакаты и многое другое. В обоих вариантах создается бренд, который в последствие продвигают.
Якорение в политике позволит политической партии набрать больше голосов, и соответственно в экономике, якоря включают желание покупателя приобрести определенный товар или услугу.
Якорем в политической рекламе является политический актер, а также логотип политической партии. В экономической рекламе якорем является непосредственно сам продукт, лейбл, форма логотипа, цвет, сопровождающий текст, вследствие этого к данным факторам нельзя относиться легкомысленно.
Ключевые слова: психология рекламы; маркетинг; якорение в рекламе; якорение в политике; маркетинговые коммуникации; НЛП в рекламе; инсайт в рекламе; поведение потребителей; нейролингвистическое программирование.
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Рецензент: Мхитарян Сергей Владимирович, доктор экономических наук, доцент, профессор кафедры Маркетинга и Коммерции Московского Государственного Университета экономики, статистики и информатики (МЭСИ).
