Semiotics

Semiotics is the communication through signs and symbols. When we think about semiotics there are 3 kinds.

Embedded
It is where the symbol bears resemblance to the product.
Example: An example of this would be NBA logo where it resembles the actual sport: basketball.



Index
A sign or symbol is connected through the product by its similar properties.
Example: is Apple Computers it's logo is an actual Macintosh apple with a bite taken out of it.



Association
For Association we associate the product's image as a whole and connect it to their product. We also take into consideration what we think about ourselves if we use the product.
Example: I regard Armani Exchange as an association with myself. What is that Association?




The brand image to me is stylish, urban and neo-high class and how this works in advertising is surprisingly well, especially for clothing brands. Think of Lacoste compared to Lifted Research Group clothing line. One has established itself as european prep image and the other hip hop streetwear underground clothing line. In advertising the use of semiotics is profoundly potent.

To follow up, the Triad of Semiotics is the Object, Sign and Meaning.

Object: the object represents the actual brand
Sign: what kind of visuals or symbols is used to connect the brand
Meaning: how does the viewer interpret the message?



So for instance, Nestle Quik or Nesquik (Object) uses the chocolate bunny (Sign) in order to have the consumer instantly recognize and connect the chocolate bunny with nestle chocolate milk syrup (Meaning).

Perception & Perceptual Maps

Perception is the process by which physical sensations such as sights, sounds and smells are selected, organized and interpreted.

Perceptual Maps are key marketing strategies to figure out where a company or brand stands in terms of different variables to compare to the competitors.



The final step in the process of perception is interpretation. Marketers communicate with the consumers through relationships between their product and the intended attributes or image.

Here is an advertisement that I would not understand if not for my perception of permanent markers as well as my perception of commercials for laundry detergents.



Stimulus Generalization
In society, certain stimuli are conditioned to evoke a response. The color red on the stop sign means danger and to stop. Similarily, the exact same response can be used again for a traffic light. Red means stop because it is a conditioned stimuli for driving and obeying road rules.

In advertising this can be used for certain products with the same features because marketers know how consumers will react and what they ALREADY know. An example of this would be Gillette Fusion Power Phantom with 4 blades hand razor and Schick Quattro Pro Razor.



It's mach power time!

ID, EGO and SUPER EGO

These concepts derived from Freud and Jung.
The Id: Functions in the irrational and emotional part of the mind. At birth a baby’s mind is all Id - want want want. The Id is the primitive mind. It contains all the basic needs and feelings. The id seeks to satisfy the pleasure part of the mind.

Product Examples: Water bed, Sports Car, Chocolate, alcohol



Ad targeted to the Id.

The Ego: Is the rational part of the mind. The ego knows that there are some things that you cannot have. The Ego realizes the need for compromise and negotiates between the Id and the Superego. The Ego's job is to get the Id's pleasures but to be reasonable and bear the long-term consequences in mind.

Product Examples: Affordable cars, cubic zirconium instead of diamonds, alternatives to luxurious items. A step down from high end.



This ad targets the Ego.

The Superego: controls morality. In short, it acts as a higher level of consciousness like the two reasoning angel and devil on either shoulders. They contemplate societal values

Product examples: Any type of donation for cures and relief or aid.

This ad is just amazing.


Targeting the SuperEgo tremendously and just so powerful.

Classical / Operant Conditioning

Classical Conditioning: is a form of associative learning that was first demonstrated by Ivan Pavlov in the experiment in which the dog was conditioned to salivate with the jingle of a diner bell. The process for classical conditioning involves presentations of a neutral stimulus along with a stimulus of some importance. The neutral stimulus could be any event or procedure that does not produce any defined result in change of behavior.

Operant conditioning: is the uses the basic learning habits of any animal of using consequences to alter the results and forms of behavior. Operant conditioning is different from classical conditioning in that operant conditioning deals with the change of "voluntary behavior"



In advertising some examples that use classical and operant conditioning are reward promotions. Where frequent purchases are rewarded after a certain amount or quantity obtained. For operant conditioning, it is evident when marketers try to alter the behavior of consumers with a pleasant experience at a video rental store then the consumer will be encouraged to return to it.

Defining Market Segments

Demographic characteristics: Demographic characteristics measures the total population as well as any other information pertaining to the population like gender, age and ethnic backgrounds.

How is this market segment implemented in advertising?
To find out information based on large populations in order to better target pinpoint their advertising to the proper major demographics.

Psychographic characteristics: Psychographics measures personalities, values, lifestyles and the opinions of consumers.

How is this market segment implemented in advertising?
To better plan and position using the data to communicate effectively.

Degree of brand usage: refers to how the consumer will buy in bulk to stock when products are discounted. Most common with male shoppers. Or pantry stockers.

Degree of brand loyalty: How committed the consumer is to sticking with one specific brand without resorting to alternatives.

Psychographic Segmentation
Behavioral or Benefit Segmentation: It is based on individual customers behavior on the product. For example, when looking at toothpaste. The benefits in sensory context is taste and its target would be kids. In a social context it would be the fresh breath as its main benefit which targets young students. For the worrier, the main benefit will be combating cavities and plaque for parents. Lastly, for independent people they consider price as the main point.



Some other examples could be Cars:

Sporty: Stylish, Fast --> Young
Family: Fits family and luggage --> Parents
Rich: Stylish, Luxury---> People who can afford it
Independant: Price



Segmenting characteristics: Consumers are motivated by one of three
Ideals: In the case of cars, consumers will choose what is best at the time.
Achievement: Personal gratification and to show off what kind of car they drive.
Self expression: Show their type of personality based on what type of car represents the way they want to express themselves.

Personal Values and VALS

A value is a belief that a condition is favorable to another or its exact opposite condition.

An example in advertising would be that marketing techniques would cater to an individual's value of thriftiness. Bounty Towels.



Bounty has select a size product where you need smaller sizes for smaller messes which in turn saves you more money or more towels.

VALS survey results
Your primary VALS type is Innovator,
and your secondary type is Experiencer.
The primary VALS type represents your dominant
approach to life. The secondary classification represents
a particular emphasis you give to your dominant
approach.
Innovators
Innovators are successful, sophisticated, take-charge
people with high self-esteem. Because they have such
abundant resources, they exhibit all three primary
motivations in varying degrees. They are change leaders
and are the most receptive to new ideas and
technologies. Innovators are very active consumers,
and their purchases reflect cultivated tastes for upscale,
niche products and services.
Image is important to Innovators, not as evidence of
status or power but as an expression of their taste,
independence, and personality. Innovators are among
the established and emerging leaders in business and
government, yet they continue to seek challenges. Their
lives are characterized by variety. Their possessions and
recreation reflect a cultivated taste for the finer things
in life.
Experiencers
Experiencers are motivated by self-expression. As
young, enthusiastic, and impulsive consumers,
Experiencers quickly become enthusiastic about new
possibilities but are equally quick to cool. They seek
variety and excitement, savoring the new, the offbeat,
and the risky. Their energy finds an outlet in exercise,
sports, outdoor recreation, and social activities.
Experiencers are avid consumers and spend a
comparatively high proportion of their income on
fashion, entertainment, and socializing. Their purchases
reflect the emphasis they place on looking good and
having "cool" stuff.

3 ways to change opinion of a brand

There are 3 ways to change an opinion of a brand. The first of which is,
Adding an attribute: For example, Fructis Shampoo adds a feature for hair conditioning with vitamins. This alters the original product providing an incentive for the consumer to purchase it.



Changing importance of attributes: Sometimes the importance of a product's attributes are no longer wanted and desired as much as before. Changing the importance and focus of its features could better match the target market's interests. An Example of this is Margarine. Butter is too fattening so they made margarine but even margarine has lost its taste so now Hellman's is focusing on cholesterol free mayo.



Extent to which a brand has certain attributes: Specific products have specific benefits and features that prove very dependable. Swiffer broom is a perfect example that shows how reliable and how much people perceive the Swiffer duster / broom to pick up all kinds of dust.