publications, advertising & communication, science & theory
Target group was yesterday - targeted advertising
Jens Lönneker
Using constitutional marketing to strategically classify purchasing and consumer behavior – advertising correctly
It cannot be denied that commercial advertising has a goal. It wants to convince us of a product, a brand, a purchase or even an action. From donating blood, for example, or using public transport. In fact, it is not always a purchase that advertising is aiming for. And it also becomes clear that we do it too, advertising. From a psychological point of view, advertising is not limited to the commercial sector. Rather, advertising is a fundamental part of our actions and human communication in general. We all advertise practically daily and hourly – always and everywhere. We advertise for our partners, our employees and friends. Not only to acquire them as companions or colleagues, but also with and for a lifelong togetherness, every kind word, smaller and larger support. We advertise our opinions, positions, values and world views in every conversation and with every sentence and even with every gesture, every smile. Even the missing smile, the angry look can be advertising. Even negative advertising is advertising.
