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Astăzi avem la cererea și recomandarea cititorilor noștri apropiați Decoded. The Science Behind Why We Buy
Understanding the Why of Consumer Behaviour
In marketing our goal is to influence purchase decisions. But what drives those decisions? Decision sciences help to answer this crucial question by uncovering the underlying mechanisms, rules and principles of decision making. These fascinating and valuable insights from science have been expanding rapidly in the past few years. This chapter will go into some of the depths of the latest learnings from decision science, but don ’ t worry, you don ’ t need to be a scientist to swim here! We will see what really drives purchasing behaviour, and how to apply these insights to maximize the benefit to marketing. Most importantly, we will introduce a practical framework to harness the learnings in our everyday marketing roles.
Let there be light! No advert in recent times has won more prizes for creativity or received more public and media attention than Cadbury ’ s ‘Gorilla’. Brand volumes had been fairly static for years and the brand had suffered the effects of a signi cant quality problem the previous year. So Cadbury ’ s objective was to get back into the British public ’ s ‘hearts and minds’ with a new advert. The agency ’ s brief was to ‘rediscover the joy’.
This resulted in the ‘Gorilla’ advert, in which a gorilla anticipates and then starts drumming along to the Phil Collins song ‘In the air tonight’. The advert achieved huge amounts of interest and attention, not only from consumers but also from those of us working in brand management. It was a very unusual ad for the category, not least with a gorilla as opposed to the chocolate product taking centre stage. The advert does not contain the usual food or consumption shots either and only at the very end is the packaging shown.
Spurred on by the hype and excitement caused by ‘Gorilla’, Cadbury immediately ordered a follow-up campaign. You ’ d think that nothing could be simpler, yet despite a similar strategy, the same brief, same agency, same director, same campaign objective and media budget, the sequel did not meet client expectations at all. How can this be? Why was ‘Gorilla’ successful in the client ’ s eyes but the sequel clearly failed? We ’ ve all experienced similar situations with our own work. Some ads take off and are long-running successes, others fail – and, more often than not, it is hard, if not impossible, to decode the underlying reasons for success and failure.
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