Overview

After 28 years a brand can get a little old - and Lincoln was. Sales peaked in 1990, then fell 65%. But in 2014, Lincoln hired Matthew McConaughey as a spokesperson for the Lincoln MKC and struck marketing gold. Lincoln had its best October in seven years, 2014 sales increased by 15.6% versus previous year and sales are up 25% since 2013. Why? Research tells us that one way we avoid decision-making fatigue is to use shortcuts such as recommendations from authority figures. It also tells us that we think prettier people are smarter. When you consider those findings, following the advice of a favorite celebrity makes perfect sense. Psychology, anthropology and sociology all impact purchasing decisions. Why Does It Make You Want To Buy Something? demonstrates how to increase the success of marketing campaigns by incorporating consumer research data for better results.

Full Product Details

9780989742221

Table of Contents

Reviews

Author Information

PJ Lehrer is an Adjunct Assistant Professor at NYU, where she teaches Integrated Marketing Campaigns, Consumer Behavior, Advanced Advertising Strategies, Strategic Planning for Marketers and Entrepreneurial Marketing. Prior to moving into academia, PJ spent 20+ years working in marketing, primarily at global ad agencies, including McCann-Erickson and Grey, on premier businesses such as AT&T, L'Oreal and Kraft/GF.

Tab Content 6

Customer Reviews

Recent Reviews

Countries Available