The use of differential thresholds in advertising

Don't copy the little ones of visual communication, I wrote this.

In October 2006, he took the 2nd short-answer question of the real question of "Psychological Experimental Design" in Beijing.

Illustrate the use of absolute and differential thresholds in marketing campaigns. Clan Hengwei

A:The absolute threshold refers to the minimum value that people can just feel, for example, the absolute threshold of the visual, auditory and other sensory channels of the elderly customer group will be higher than that of the younger group, therefore, when receiving elderly customers, the introduction should be appropriately strengthened and the volume of Zhaopei words should be increased.

The difference threshold is the smallest perceptible amount of **variation. The threshold of difference between customers in different products and in different characteristics of the same product is different. Therefore, when it comes to increasing the quality or quantity of goods, it is necessary to choose the dimensions that consumers care about and have a small difference threshold, which will achieve better results.

Hello dear <>

Thank you for your inquiry, and I will answer your questions as follows: I hope I can help you The application of the discrimination threshold in marketing activities mainly refers to determining the difference threshold between different market segments in market segmentation, so as to better formulate marketing strategies and promotional activities. Specifically, the difference threshold can help businesses identify the differences and similarities between different market segments, as well as their needs and preferences for products or services.

With this information, companies can better develop marketing strategies and promotions for their market segments without feasting to increase sales and market share. For example, a cosmetics company might segment its market into different age groups and gender groups, and then conduct surveys and analyze data to determine the threshold of differences between different market segments, so that it can better develop products and marketing strategies for different market segments. For example, for the young female market, the company may launch more stylish and innovative products and advertise them on social media; And for the middle-aged female market, the company may launch products that focus more on anti-aging and moisturizing, and advertise them on TV and in magazines.

Therefore, the application of the difference threshold in marketing activities can help enterprises better understand the differences and similarities between market segments, so as to better formulate marketing strategies and promotion activities to increase sales and market share.

The establishment of corporate identity is sometimes brand new as soon as it appears, and sometimes it is necessary to gradually introduce a recognized image by gradually increasing changes over a long period of time. The same goes for brand image.

When IBM gave a new investment company the production lines of its desktop printing presses, printers and corresponding facilities, the new company needed a new name and logo, as the sales agreement stipulated that in 1996, the new company had to relinquish the right to use the IBM name. The new company wants consumers to recognize the new product while also noticing its connection to the more well-known IBM.

The new name, Lexmark International, was selected from an initial list of 200 candidates. In addition, the new company developed a four-phase timeline to gradually introduce the name "Lexmark" over a five-year period, during which the new company was allowed to continue to use the IBM logo. As a result, the new company launched an advertising campaign to promote corporate identity to help complete the name change, including an ad asking consumers to "imagine a brand new company with more than 50 years of history."

The diagram illustrates the successful evolution of this logo.