Jaylen Johnson MKTG 4120 3/20/2023 As a marketing manager, you may use reference groups to influence customers. Individuals utilize reference groups to compare and evaluate their attitudes, beliefs, and actions. They might be persons, organizations, or communities. There are three types of effects that reference groups can have: informative, normative, and identificational. Informational influence happens when individuals make decisions or choices based on the information, competence, or experience of a reference group. This impact is based on the idea that the reference group is more competent or has more information about a certain product or service. To employ informational influence in advertising, the marketing manager can showcase experts or celebrities in the relevant sector who support the product or service. If the product is a new fitness program, for example, the marketing may include a well-known fitness trainer offering their professional judgment on the program's efficiency. When people comply with the norms, values, and expectations of a reference group in order to earn acceptance and approval, this is known as a normative influence. This impact is based on the sense that the reference group's attitudes, beliefs, and behaviors are desirable or suitable. The marketing manager might employ normative influence in advertising by emphasizing the social acceptance or approval that comes with adopting the product. For example, advertisements for a new fashion brand may include pictures of models wearing the business's goods and being applauded by their friends for their fashion choices. When individuals adopt the attitudes, beliefs, and actions of a reference group in order to develop a feeling of identification or belonging, this is referred to as "identity influence." This impact is based on the belief that the reference group represents an ideal or desirable identity or lifestyle. To use identification influence in an advertisement, the marketing manager can feature individuals who are representative of the target audience using the product or service in a way that aligns with their identity or lifestyle. An advertisement for a new luxury automobile, for example, may show a person driving the car through a scenic setting, emphasizing the car's fit with a lavish and adventurous lifestyle. Reference groups may be a strong instrument for influencing customers, and marketing managers can employ informational, normative, and identificational influence to alter consumer behavior through their advertising techniques. "Continuous innovation" is a sort of innovation that progressively enhances an existing product or service. It makes no substantial modifications to the underlying technology and frequently improves the product's features or functionality. Apple's iPhones, for example, have seen continual improvement over the years, with each new edition boasting marginally enhanced cameras, processors, and screens. In contrast, dynamically continuous innovation includes a more significant modification to a current product or service. Customers must learn new methods to use the product or service as a result of this form of innovation, but it does not fundamentally alter how it operates. The development of e-readers like Amazon's Kindle, which replaced physical books with digital ones but did not fundamentally affect the act of reading, is an example of dynamically ongoing innovation. The launch of a wholly new product or service that disrupts the existing market is an example of discontinuous innovation. This form of innovation produces previously unknown markets and client demands. The personal computer is a famous example of a discontinuous invention since it radically revolutionized how people work and interact. Smartphones, social networking, and ride-sharing applications like Uber and Lyft are further examples. The process of selectively focusing on and digesting a signal from the environment is known as "attention." Attention is important in advertising since it impacts whether or not customers notice and process the advertisement. A stimulus's attention can be influenced by a number of things, including.The physical features of the stimulus, such as size, color, and brightness, are referred to as its intensity. A more intense stimulus is more likely to draw attention than a less strong stimulus.The jewelry business might utilize bright and sparkly photographs of their items with contrasting hues to make them stand out in an advertisement to employ intensity. The degree of difference between the stimulus and its background is referred to as "contrast." A stimulus that stands out from its surroundings is more likely to draw attention than one that fits in.The jewelry business might employ contrast in an advertisement by placing their jewels against a contrasting background or by using a distinct color scheme for the background and the jewelry.The stimulus's bodily movement is referred to as "movement." A moving or changing stimulus is more likely to draw attention than a static stimulus. To include movement into an advertisement, the jewelry business may utilize animated photos or films that display the jewels from various perspectives or under varied lighting conditions. The degree of novelty or unfamiliarity of the stimuli is referred to as novelty. A unique or surprising stimulus is more likely to grab people's attention than one that is well-known or predictable. The jewelry shop might display one-of-a-kind jewelry pieces that are not frequently seen in other stores or online in order to leverage uniqueness in an advertisement. The level of relevance or importance of the stimulus to the person's needs or interests is referred to as "relevance." An individual is more likely to pay attention to a stimulus that is relevant or significant to them than one that is not. In summary, attention is a key element of successful advertising, and there are a variety of stimuls that might affect attention to a stimulus. To make their marketing stand out and draw viewers, the jewelry business can employ intensity, contrast, movement, uniqueness, and relevancy. \ Work cited Consumer Behavior: Building Marketing Strategy Mothersbaugh, 14th ed. Factors Influencing Attention. (n.d.). Factors Influencing Attention. https://www.tutorialspoint.com/factors-influencing-attention K. (2022, July 25). Leadership Styles and Types of Influence. The Crossroad. https://thecrossroad.net/servant-leadership-tools/leadership-styles-and-types-of-influence/ Kylliäinen, J. (2019, October 4). Types of Innovation– The Ultimate Guide with Definitions and Examples. Types of Innovation– the Ultimate Guide With Definitions and Examples. https://www.viima.com/blog/types-of-innovation
