Marketing MasterClass - Psychology in Communication

We have arrived - the last episode is a brief recap of what we have covered in this series of Marketing MasterClass by Michal Szaniecki. From how our brain works, through two distinctive routes of communications you may use.

Central Route with its high attention and low memorizing capacity - perfect if you are alone in a category or are unbeatable by competition.

And Peripheral Route - where you bypass the sleeping brain of your consumers to infuse your brand's essence and emotions into their lives. Non-intrusive and highly effective - although we're not entirely sure why.

I wish you all the successes with your brands' communication efforts - I hope I could inspire you to try out some of the approaches presented in this podcast. 

All the best!

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For the pre-last episode we prepared a pragmatic toolbox that should help you boost your communication's KPI in both Central and Peripheral Route of communications. Priming, CX, tickling your brain and couple of others. 

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This episode we dedicate fully to emotions. Simple approach - very important role. We all understand it: it's highly problematic when talking to your CEO about their impact on P&L - but how important they can really be is beyond CEO's payroll.

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If content is king, then context is queen - and as we know, behind every successful kind there is even more successful woman. That's an accurate allegory to how important is the context of your message to consumers. Not only is it this magic coming from your creative agency - it can also incredibly effectively drive your numbers.

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In this episode we are making this route of communications even more clear & simple to understand with examples we are all familiar with. And they worked great although frequently we are not sure why.

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In this episode we will cover the Peripheral Route of communications. It's interesting because we do not understand totally how it functions. But one is certain: subconscious favorability can easily drive your brand's rational superiority if played well.

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Central Route can be effective - but you need to consider some traps along the way. Peripheral filtering, counter-argumentation, working memory deficits, overload - to name just a few. Ah, and yes, we will talk about sex as well.

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In this episode we dive deep into the Central Route of communications. Characterized by high attention of consumers' perception, limited learning & memorizing capacity. Can be highly effective if you're alone in a category - or highly ineffective if your message can be counter-argued by our almighty brains.

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In this episode we will learn more details about the two routes of communications - Central Route and Peripheral Route. Each can be powerful, but they both have their clear specificity and you want to use them alternatively - depending on your brand objective. High attention to your communication can be as much positive as negative. Low attention does not have to be bad at all. Let's jump right in!

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Since we now understand how human's brain processes any communications - in this episode we will simplify the science and will make a pragmatic definition for two distinctive routes for your communication to work. We will start to depict a clear context and circumstances when each of the routes can be more effective for your brand.

https://pentonica.net