1. Adverts – When will Mobility Managers catch up John Porter Interactions Ltd 2 Beech Court, Kilcoole Co. Wicklow 00353 87 236 1560

2. The conventional message Is boring, conventional and usually shows the picture of the transport mode. 2ECOMM 2014

3. How the Motor Industry portrays itself Two methods – Technical Lots of technical details about the product – Inspirational, Idealised or Aspirational Freedom, Choice, Open space 3ECOMM 2014

4. The Technical Approach 4ECOMM 2014

5. Inspirational 5ECOMM 2014

6. Inspirational 6ECOMM 2014

7. A Way of Understanding Personal Construct Psychology 7ECOMM 2014

8. Personal Construct Psychology A person’s processes are psychologically channelised by the way in which he / she anticipates events Each person behaves like a scientist, formulating predictions, testing them and revising ways of thinking in the light of outcomes – Keyword - VALIDATION 8ECOMM 2014

9. A Construct Example:Laid backTense / alert Preferred poleNon-preferred pole Preferred pole is a personal choice 2 contrasting poles Clusters of personal meaning Relaxed, Tolerant, not in a hurry Arrive on time Punctual, Reliable SPACE 9ECOMM 2014

10. A Construct System 10ECOMM 2014

11. A Construct System Core constructs Values Materialistic or concrete constructs High importance ( resist change) Low importance (easy to change if incidental) Psychological connections (preferred poles only) Cluster 11ECOMM 2014

12. A Construct System Core (more abstract) constructs Materialistic or concrete constructs Psychological Connections Psychological Connections Easy to use Reliable Successful Saves time 12ECOMM 2014

13. Making a choice (1) Reliable Unreliable Preferred pole Non Preferred pole Links to rest of Construct System 13ECOMM 2014

14. Elements 14ECOMM 2014

15. Positioning Elements in Psychological Space Reliable Unreliable A B C D E YOU 15ECOMM 2014

16. Why People Choose what they Want to Be

17. Eliciting techniques 17ECOMM 2014

18. Eliciting techniques More abstract constructs why did you choose X? what is the opposite of that? which do you prefer? why? More concrete constructs how would you describe..... what would he/she be doing/saying 18ECOMM 2014

19. More eliciting techniques 19ECOMM 2014

20. Constructs 20ECOMM 2014

21. Conclusion Get to know your target audience Make the adverts inviting by appealing to their aspirations OR Make adverts full of information Do not try to do both 21ECOMM 2014