Marketing MasterClass - Psychology in Communication
Business:Marketing
In this episode we discuss the incrementality - the most exaggerated KPI marketers assume for their new launches or promotions. But there are couple of points we can take into account to make our incrementality assumptions much more realistic and the final effect much better - which will eventually reduce th erisk of our organizations investing in something with a negative ROI.
Share your thoughts as always on michal.szaniecki@pentonica.net.
See you in the next episode!
13. Bite-size take-away of Psychology in Communication
12. Pragmatic Toolbox to beef up your communication power
11. Briefly into emotions
10. Metacommunication - saint grail for successful behavior change
09. Peripheral Route: more examples to get the gist
08. Peripheral Route: low attention - high memory capacity & emotions
07. Central Route: its traps and how to overcome them
06. Central Route: high attention - low memory capacity
05. Two routes of communications in detail
04. From brain capacity to two routes of brand communications
03. How humans process communications
02. Why declarative evaluation of brand communications falls short of your expectation
01. Introduction to Marketing MasterClass - Psychology in Communication
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