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Meritage Homes |
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People have a predisposition for either rational or emotional thought, although both are present in every purchase situation. One might assume that some products would be more emotional and some more rational. However, depending on the person, that product will still evoke feelings within the range of that individual's emotional continuum.
For example, shopper A and shopper B are going shopping for car. Buyer A is a thinker, who knows how much she has to spend and the features of the car that are needed to purchase.
Buyer B is a feeler. He still activates his thinker-side to negotiate terms of the deal, but perhaps his final decision between two logical choices is the way he sees himself during his test drive in the reflection within the dealership window. In hindsight, he will remember that the car was a good buy, but his feeling and intuition still subconsciously motivated his choice.
OTM creates each ad to evoke the emotions that appeal to the best prospects defined within the tactical strategy. We also focus on the strengths of the medium and media delivery vehicle during the creative process. The goal is always the same, illicit a specific 'Next-step' by the targets. |
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