comportamento de consumo - aula 1/6 - consumo das massas
DESCRIPTION
-- Estudo do comportamento das massas-- Edward Bernays-- Consumo de Massa-- Escassez-- Valores intrínsecos e enxtrínsecos-- McLuhan-- Cardápio Digital - Glossário de Métricas-- Exercício em grupo - Analise de campanhas quanto a escassez, valores intrínsecos e extrínsecosTRANSCRIPT
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COMPORTAMENTO DO CONSUMIDOR DIGITALPós-graduação em Gestão da Comunicação em Meios Digitais
Aula 1/6 - Consumo das massasCENTRO UNIVERSITÁRIO SENAC Diretoria de Pós-graduação e PesquisaPLANO DE ENSINO – MODALIDADE PRESENCIAL1Ano 2011 - 2o Semestre
Alexandre Regattieri [email protected]/alexandrebessa
Tuesday, August 16, 2011
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psicologia das massas
Edward Bernayse
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comportamento
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comportamentomotivaçãooportunidade
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comportamento são motivações filtradas por oportunidades
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Como funciona o treinamento de cães
PAVLOV - Treinamento de cães
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THE CENTURY OF THE SELF. DOCUMENTÁRIO DA BBC, DIRIGIDO POR ADAM CURTIS.Trecho da aula - http://www.youtube.com/watch?v=fbEITBXwZ1AVideo completo - http://video.google.com/videoplay?docid=6718420906413643126#
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como mudar um comportamento?
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ofereça oportunidades mais vantajosas
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consumo
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consumo “transformar objetos e serviços irrelevantes em poderosos símbolos emocionais de como queremos ser vistos pelos outros”
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consumocrie uma narrativa consistente
dê-me uma razão para comprar
justifique meu comportamento com uma oportunidade
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PHILIPS :: CAROUSEL CAMPAIGN (ADAM BERG + STINK DIGITAL)http://vimeo.com/13121383
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características de uma campanha
Coca-Cola Classic
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escassezé um dos modos de se gerar valor
preço é um atributo de seleção
distribuição não igualitária, todos não podem ter a mesma coisa
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escassezcomo esse valor é criado?
qual a percepção?
o que é escasso?
qual a diferença entre valor e preço?
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valores intrínsecosinerentes ao produto
“gelado”
“refrescante”
“doce”
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valores intrínsecosinerentes ao produto
“acurado, preciso”
“utilitário”
“metálico”
“à prova d`água”
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AS COMADRINHAS DA FARINHA LÁCTEA NESTLÉhttp://www.youtube.com/watch?v=U4oqjqof21g
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TODDY - 1958http://www.youtube.com/watch?v=U4oqjqof21g
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valores extrínsecoscrença coletiva
“carinho de mãe”
“une a família”
“espírito de natal”
“meigo, fofo, lindo”
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valores extrínsecoscrença coletiva
“se sujar faz bem”
“liberdade”
“carpe diem”
“história (50 anos!)”
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SONY :: SONY BRAVIA - COLOUR LIKE NO OTHERhttp://www.metacafe.com/watch/291861/colour_like_no_other/
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SONY :: SONY BRAVIA - COLOUR LIKE NO OTHER - The Bunny Adhttp://www.youtube.com/watch?v=fJmBdZ9czO8
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PHILIPS :: CAROUSEL CAMPAIGN (ADAM BERG + STINK DIGITAL)http://vimeo.com/13121383
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digital e o tradicional
Há duelo nos tipos de mídia?
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mídia
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emissor destinatário
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mensagemcódigomídia
emissor destinatário
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narrativaso meio é a mensagem
marshall mcluhan
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digital
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vale a pena pensar separado?
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tempo espaço presença
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exemplos
O que é medido?
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The Life Story of a Coke Bottle http://www.youtube.com/watch?v=vBNscAAmIxY
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coca-cola “the life story of a coke bottle”
onde está a escassez?
valores intrínsecos
valores extrínsecos
oportunidade
comportamento esperado
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Viagra – The language of Viagra – Taxi (Toronto)http://www.youtube.com/watch?v=ExQKZKnk6rA
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viagra “the language of viagra”
onde está a escassez?
valores intrínsecos
valores extrínsecos
oportunidade
comportamento esperado
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RENAULT - ROLO COMPRESSOR - NOVO LOGAN – NEOGAMAhttp://vimeo.com/13487101
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renault“rolo compressor”
onde está a escassez?
valores intrínsecos
valores extrínsecos
oportunidade
comportamento esperado
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BILLBOARD - ALMAPBBDO São Paulo, BRAZIL
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billboard“amy winehouse”
onde está a escassez?
valores intrínsecos
valores extrínsecos
oportunidade
comportamento esperado
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FUJIFILM – SMILE CAPTURECoolpix - JWT INDIA
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fujifilm“smile capture”
onde está a escassez?
valores intrínsecos
valores extrínsecos
oportunidade
comportamento esperado
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exercícios
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em grupo:reúnam-se em grupos de 3-4 pessoas
para cada campanha, determinar:
onde está a escassez
valores intrínsecos
valores extrínsecos
oportunidade
comportamento esperado
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Carlos Moreno - Teste de para comercial que o tornou ícone da marca Bombril - 1978http://www.youtube.com/watch?v=6fDjAx278Ko&feature=related
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SKOL BEATS – ASTRONAUTAS – F/NAZCAhttp://vimeo.com/9407911
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XELIBRI – THATʼS SO TOMORROW – MOTHER (LONDON)http://www.youtube.com/watch?v=sUaCjBz8s4g
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Volkswagen – THE FORCEhttp://www.youtube.com/watch?v=sUaCjBz8s4g
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OBRIGADOAula 1/6 - Consumo das massasCENTRO UNIVERSITÁRIO SENAC Diretoria de Pós-graduação e PesquisaPLANO DE ENSINO – MODALIDADE PRESENCIAL1Ano 2011 - 2o Semestre
Alexandre Regattieri [email protected]/alexandrebessa
Tuesday, August 16, 2011