We watched a Video this week called “Breaking through the clutter” about advertising and what motivates a consumer to buy. It was interesting to learn that we are exposed to 2,400 pieces of advertising per week. I never realized it was that much, which brings me to, how do we grab people’s attention? When we are constantly being bombarded, there is a limited amount of information that is actually absorbed. How do we make our messages stand out?
It was also interesting to hear Dr. Engelberg say that we need to know what triggers our own responses and what motivates us first. Sometimes I think I overlook myself and I try to think about what other people want to see or feel. However, how am I supposed to expect other people to know what they want, when I don’t even know it myself? Now I am thinking...
The main topic for this week was segmentation. We did a little exercise outside where we segmented ourselves demographically (by gender), geographically (by where we live), psychographically (by our values and beliefs) and behaviorally (by what we actually do). It was really interesting to see that even though we are all in the same class and have similar interests in regards to health, that we could be so different in our values and beliefs on health. I thought was particularly interesting as students getting our master’s in public health that we rank health as something very important to us and most of us believe that exercising regularly is important, yet we don’t all do it. It makes me wonder, if WE don’t do it, how can we expect others (those who don’t even think about health regularly) to do it?
1 comment:
Hey, Linds,,,,,
Interesting reading! Many thoughts, but difficult to state them. We had a staff meeting/dinner on Wed evening in Eugene, and I did my normal thing on "presentation" and "perception". I will always believe that a genuine smile gets the customer "on your side". If you are selling a product, or an idea, that's where you need the customer to be. We all buy the essential stuff we need, from wherever it is available, or handy. But when it comes to buying discretionary items we shop where we want to, or where we feel welcome, or where it is fun,etc. I think there is a corellation here, with 'health". If you are trying to sell me on a healthier lifestyle, you have lots of potential ways of doing so. One, you could try to scare me into changes by showing me pictures of what happens to people when they disregard the perils of smoking, for example. Gaunt victims of lung cancer, specimens of black,inelastic lungs, orphaned offspring, etc. Or,you could show me tranquil pictures of people enjoying the great outdoors: sunshine, water, hiking trails, running a marathon, etc.
The point I'm trying to make is that either way may work; it is a matter of presentation. If you know your material (you know how to wash a car), you need to convey that to your audience by the way you greet them, and invite them into your "house"; smile, and beckon them forward.
If you have the opportunity to present a health program, know your subject, figure out who your audience is, and choose the method of presentation.
Kind of "random", but a good exercise for me. can't imagine it being of much value to you. Will try it again. Much love! Charles
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