History can provide many answers if you know where to look because businesses don't buy goods and services people do. The media has changed dramatically in the last centuary. How people process information and emotionally react when making a decision has not.
The nephew of Sigmund Freud, Edward realised information drives behaviour through his work for the American Government managing propaganda during WW1. He developed the notion of 'emotional connection' with products and was the ‘inventor’ of public relations. Bernays applied key psychological triggers to his information and changed how ‘everyday people’ made their purchasing decisions. He changed the people from only buying what they needed (i.e. it was worn out and needed replacing) to what they wanted.
Claude published ‘Scientific Advertising’ is cited by many advertising and marketing personalities as a "must-read" book. David Ogilvy wrote that "Nobody should be allowed to have anything to do with advertising until he has read this book seven times.” In short, it’s ‘the book on marketing.’ It states copy is salesmanship in print.
published ‘Tested Sentences That Sell’ reveals the simple principles for sales success that Wheeler discovered through testing on 19 million people. This testing was during the worst economic crisis in American history. Elmer Wheeler’s phrases and 5 key strategies for sales closes are still used today.
Abraham Maslow was an American psychologist who first introduced his concept of a hierarchy of needs in his 1943 paper "A Theory of Human Motivation" and his subsequent book Motivation and Personality. This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs. These factors influence buyer behaviour at the very core of every individual.
Ernest is a psychologist who revolutionised marketing by inventing the focus group. This gave an understanding of how the target audience perceived products, packaging and advertising before a major campaign was developed. His approached increased return on investment of advertising spend dramatically.
In our research we have studied hundreds, if not thousands of other thought leaders in this area, but we believe these are the true founders of psychological marketing and scientific advertising.
