5 Best Practices of Highly Effective Direct Mail Marketing Campaigns

Direct mail is not dead or in a cryogenic freeze. It has not joined the video cassette or the typewriter as an obsolete relic. Even here in the digital age, implementing a traditional direct mail campaign can still be a highly effective tool in your brand's marketing toolbox. Related: Direct mail marketing: Does it still work in 2018? Engaging customers through multiple platforms & channels is the ticket for boosting your response rate. Direct mail is a path to success when it's personalized to your target audience and driven by a well-executed direct marketing strategy. So, what can set your direct mail campaign apart? Here are 5 effective practices you can implement to attract customers' eyes (and dollars) to your business. Personalize your content Everyone wants to feel special. Taking an individualized approach with direct mail can create that feeling for customers and potential customers alike. Rather than seeing your mail as junk, they'll feel like you really know them and understand their needs. It starts with using a recipient's name, but it doesn't end there. Find a way to connect by personalizing the product or service you offer. This can be as simple as adding the address and operating hours for your organization's nearest location. It could also involve tailoring a specific offer toward products that will be most relevant to them based on observable data. When you break your target audience into narrower niches, then tailor a personalized offer for each person, it will supercharge your marketing efforts. Your content will have a better chance of resonating with your audience and generating sales down the road. Add more information A flyer, brochure or insert can feel more permanent than a tweet or an email. Your audience can see it, handle it and read it. A customer is likely to spend more time with a piece of direct mail than with an email or tweet. It opens the door to provide more information. Include all the information you need to get customers to make the decision you want. There are a few ways to accomplish this goal: Use clear, attractive images that draw the eye. Incorporate graphics & text that mesh with your brand and convey the right message about your products or services. Include authentic testimonials that show a customer why they should choose you over a competitor. The most important thing is to keep your focus squarely on the customer's needs. You want to earn their loyalty, and your direct mail content should aid in reaching that goal. Concentrate your message on how your brand benefits the customer in terms of value, convenience and quality. Looking for free direct mail templates?Give us a try. Get started, it's free or sign up with google By signing up you agree to our Terms of Service and Privacy Policy Make your call-to-action count The goal of direct mail is the same as any other marketing channel. You want to convince a customer that doing business with you will improve their life. That's where a well-designed call-to-action is so essential. It's the glue that holds everything together. A call-to-action should be compelling enough to spur a customer to take action. You should make it clear, concise and powerful. Keep it in front of them by including the call-to-action multiple times throughout the piece. In this case, don't look at the repetition as being annoying. It actually helps a customer remember your offer long after they read the mail. So, where should you include it? Use sidebars and a postscript that are offset from the main body of content to deliver a repeated call-to-action. Incorporate a consistent voice that ties back into your core brand messaging. Keep data fresh Timing is everything with an effective direct mail campaign. You have to send it to the right people in the right places at the right times to get the maximum return on your investment. The best way to put the odds in your favor is to keep your database relevant and up-to-date. Accurate data helps you correctly identify your target audience and their interests. It also helps you avoid missteps on building out mailing lists. If a lawn care company distributes mailers to the residents of an apartment complex, for example, it's likely to be a wasted effort because few of those people will need their services. Keeping data up-to-date would help such a company locate neighborhoods filled with homeowners who would love to use their services. Having correct data will help you understand which stages of life your customers are in and how to best meet their needs. Marketing is most effective when you can offer evidence that your brand fills an identifiable need for your target audience. It sticks with them and keeps your business fresh on their mind. Integrate with other marketing Your direct mail strategy should not be stranded on a deserted island among the palm trees and coconuts. Integrate this strategy with your other marketing efforts, so that it's a part of the same marketing plan. This also means sticking with it once you get started. Persistence pays off in all forms of marketing. One-and-done approaches won't work, because you can't cast a wide enough net to pick up every potential customer. Be prepared to send out multiple mailers to your target audience. Utilize A/B testing to see which content strategies work best, so you can optimize your efforts. It typically takes multiple contacts before direct mail finally spurs a call-to-action. Align your direct mail campaign with your emails, online ads and social media promotions. Use the same images, graphics, coupon codes and other materials in those digital efforts. It builds synergy and keeps the customers going in the right direction, no matter where, when and how they made initial contact with your brand. Sending direct mail in Lucidpress Learn more about the new direct mail features in Lucidpress, and give it a test drive.

Overview of SAT Evidence Based Reading and Writing Writing and Language Test

The Scholastic Aptitude Test (SAT) is a paper-pencil test used for admissions into US colleges for undergraduate courses/freshman entry. The test is used to assess a student’s readiness for college. The duration of the test is 3 hours and 50 mins. The official site for the SAT is https://collegereadiness.collegeboard.org/sat. The SAT is divided into five sections: Evidence based Reading Test Evidence based Writing and Language Test Math (no calculator) Math (with calculator) Essay (optional) All the sections are given is the same order as mentioned above. The Evidence Based Reading and Writing test score ranges from 200-800 and the Math score also ranges from 200-800. Total score ranges from 400-1600. Essay section is optional and its scores are graded separately. The Writing and Language test is the second section of the SAT. There will be a total of 44 questions which must be answered in 35 minutes. All the questions are based on passages, there are no standalone questions. You can expect 4 passages in the Writing and Language Test and each passage will be accompanied by 11 questions. All questions are multiple choice questions wherein you will be given 4 answer choices to choose from. There will be one right answer for each question. Some passages will be accompanied by a graph or a chart, and for such passages you will have certain questions whose answers will be based on the analysis of the graph or the chart. You do not need to have prior knowledge on any of the topics of the passages. The information provided in the passages are enough for you to answer questions. The passages will be based on the following topics: Careers; History/Social Studies; Humanities and Science. The Writing and Language test section tests your understanding on grammar, meaning and word-usage. Its about proofreading passages, identifying errors and making corrections. The four types of question that you will across on the Writing and Language test are: Grammar Questions Word-Usage Questions Passage Structure Questions Graph Interpretation Questions A typical Writing and Language Test question will look like this: Related articles # Inequalities 0 661 # Coordinate Geometry 0 1069 #SAT Writing And Language Word- Usage Question Type 0 1163 #SAT Writing And Language Passage Structure Based Question Type 0 2847 #SAT Writing And Language Grammar Question Type 0 1792 Kevin spent hours poring over his books and practicing questions so that he could ace his college exams.      3 However, he was one of the top three students in the class when the final exams were declared. Select an Answer 3. A NO CHANGE B Since, -->C Surprisingly, D As a result

Brief Guide to the Architecture of Chicago, Illinois

Chicago, Illinois is known for its architecture and has long been connected with some of architectures most important names—Frank Lloyd Wright, Louis Sullivan, Mies van der Rohe, and Holabird Root. Follow these links for a virtual tour of must-see architecture in Chicago. Must-See Buildings in and around Chicago: Willis Tower (formerly the Sears Tower)Auditorium Building, Adler SullivanThe Manhattan BuildingFarnsworth House (near Chicago)The Old Colony Building The Marquette Building Leiter Building (II) (Sears, Roebuck Company Building)The Robie HouseThe Rookery The Arthur Heurtley HouseFrank Lloyd Wright HomeFrank Lloyd Wright StudioFrank Lloyd Wrights First Prairie Style House, the Winslow House, 1893Frank Lloyd Wright Pre-1900 Queen Anne Style HousesFrank W. Thomas HouseNathan G. Moore HouseWilliam Winslow ResidenceJay Pritzker Music Pavillion by Frank GehryAqua Tower by Jeanne Gang, 2010 Famous Chicago Architects: Daniel BurnhamBruce GrahamWilliam HolabirdWilliam Le Baron JenneyLudwig Mies van der RoheLouis Henri SullivanFrank Lloyd WrightJeanne Gang Chicago Before the Internet: Today we think nothing of shopping online. Ever hear of Amazon.com? What Amazon offers is a catalog of things to buy that can be shipped to your home. Before the digital revolution, the catalog of things was printed on paper, mailed to homes, and family members would circle items and turn down page corners for the treasures that they wanted. The Wish List in the Wish Book was the old Shopping Cart. Chicago was at the hub of the American Industrial Revolution—skyscrapers were being built and a great network of rail lines converged in Chicago at the turn of the 20th century. The US Postal Service delivered mail by rail to remote and rural locations. Sears, Roebuck Co., based in Chicago, delivered everything else—including jewery, farm equipment, groceries, and the precut supplies to build entire homes. Browse our reproduced catalog pages from Sears and other mail order companies in Bungalows by Mail, Index to Selected Floor Plans. The competition became fierce, and marketing tactics became familiar to what we know today. Through these pages, we begin to see how modern Chicago became so quickly. Learn More About Architecture in Chicago: What is the Chicago School? Skyscrapers with StyleChicago Architecture FoundationSite includes a virtual walking tour past famous skyscrapers.Chicago Architecture and Design by Jay Pridmore and George A. Larson, Abrams, 2005Chicago Architecture and Design, 1923-1993: Reconfiguration of an American Metropolis, edited by John Zukowsky, Prestel, 2000Chicago Architecture: 1885 to Today by Chicago Architecture Foundation (C.A.F.), 2008Chicago (America the Beautiful), Firefly, 2009AIA Guide to Chicago by Alice Sinkevitch, 2004A View from the River: The Chicago Architecture Foundation River Cruise by Jennifer Marjorie Bosch and Hedrich Blessing, 2008Lost Chicago by David Garrard Lowe, University Of Chicago Press, 2010Cool Chicago by Kathleen Maguire, Pavilion, 2014The Encyclopedia of Chicago edited by James R. Grossman, Ann Durkin Keating, and Janice L. Reiff, University Of Chicago Press, 2004 Plan Your Chicago Architecture Visit: For excellent tours of Chicago architecture, visit the National Register of Historic Places. Youll find maps, photographs, historical information, and travel recommendations. Choose a Historic Chicago Hotel: If youd like to stay in a historic landmark building, youll be interested in the following hotels. Millennium Knickerbocker Hotel. Built in 1927, the centrally-located 14-story hotel is known for its lavish Crystal Ballroom.Deer Path Inn. Located 30 miles north of Chicago in Lake Forest, this stately Tudor is modeled after a 15th-century English Manor House.The Burnham Hotel has taken over the historic Reliance Building, one of Chicagos early skyscrapers, completed in 1895 and fully remodeled in the 1990s Look for Special Offers in Chicago: For special offers and helpful visitor information, explore the goChicago pages here at About.com.

The Enlightenments Eras Most Notable Thinkers - 1684 Words

The Enlightenment was a crucial period in modern history for the simple fact that it engendered some of the thoughts that are directly responsible for contemporary social, political, and religious institutions. This epoch, along with the Renaissance, helped to spur Western Civilization out of the Dark Ages and into contemporary conceptions of modernization. Not surprisingly, this time period is characterized by a number of different seditions and the revolutionary tenets that fueled them which were markedly at variance with social, political, and religious notions that preceded them. As these three spheres of life often intersect with one another, there is some degree of difficulty in isolating their specific causes in terms of respective Enlightenment principles. However, history has revealed that some of the most distinguishable characteristics of this historical era are its different ideas regarding the nature of politics and the role of government in ruling over the people, its n ew regard for and conception of traditional viewpoints of religion, and a philosophical divergence with the past in terms of ethics and psychology; a review of the Enlightenments most notable thinkers (such as Thomas Hobbes, John Locke, Thomas Jefferson and Benjamin Franklin) readily confirms this thesis. One of the central tenets of the Enlightenment that profoundly affected the confluence of social, political and religious aspects of life is the notion that man was endowed with the power toShow MoreRelatedThe Enlightenment1278 Words   |  6 Pages World Literature The Enlightenment’s Impact on the Modern World The Enlightenment, Age of Reason, began in the late 17th and 18th century. This was a period in Europe and America when mankind was emerging from centuries of ignorance into a new age enlightened by reason, science, and respect for humanity. This period promoted scientific thought, skeptics, and intellectual interchange: dismissing superstition, intolerance, and for some, religion. Western Europe, Germany, France, and Great Britain

Public Speaking Midterm - 1449 Words

Public Speaking Midterm Study Guide This exam covers all material covered in readings and class lectures/activities. The chapters from the Lucas text covered on this exam are: 1, 2, 4, 6, 8, 9, 10, 12, 13, and 14. Remember items may be included on the exam even if they were not specifically identified on this study guide. The exam is worth 100 points and will consist of both multiple choice, true/false, and short answer questions. The aim is to test your comprehension of the material covered in class more than your memorization of terms. The exam will begin promptly at the beginning of class on THURSDAY, FEBRURARY 23rd Chapter 1 What are the similarities and differences between public speaking and conversation? †¢ Similarities†¦show more content†¦Ã¢â‚¬ ¢ Support versus overarching What are the four types of connectives and how are each used throughout a speech? Be able to recognize them in a speech. †¢ Transitions †¢ Internal previews †¢ Internal summaries †¢ Signposts – first second third Additional Key Terms: Balance - Strategic organization - Main points – the major points developed in the body of a speech most speeches contain from two to five Supporting material – the material which supports the main points Connective – how to connect the main points Transition – a word of phrase that indicates when a speaker has finished one thought and is moving on to another Internal preview – statement in the body of the speech that lets the audience know what the speaker is going to discuss next Internal summary – a statement in the body of the speech that summarizes the speaker’s preceding point or points Signpost – first, second, third Chapter 9 What are the four elements of an effective introduction? Be able to recognize them in a speech. †¢ Get attention and interest †¢ Reveal topic †¢ Establish credibility and goodwill †¢ Preview body of speech What are different styles/examples of attention getters in an introduction? †¢ Relate topic to audience †¢ State importance of topic †¢ Startle audience †¢ Arouse curiosity of audience †¢ QuestionShow MoreRelatedBecoming A First Generation College Student1016 Words   |  5 Pagesconstant battle of not being good enough defeated me. My parents only spoke Spanish, and were unable to help me with my school assignments. As I struggled with my academics silently, my self-consciousness and insecurities grew. The fear of speaking out in public was a lingering shadow that developed more, as I grew older. Being that English was my second language, I had always felt inferior to those who spoke English as their primary language. Throughout high school, I harbored a deep admirationRead MoreUnlocking Congress, By Michael Golden1158 Words   |  5 PagesRecently many people believe that congress has not been working efficiently. Over the past couple of years the amount of laws passed has been at an all time low, and Congress has been receiving mostly negative reviews from the American public. In his book Unlock Congress, Michael Golden discusses many of the problems that have been negatively affecting Congress. Golden then offers many different solutions that he believes will help Congress work more smoothly. Golden discusses many different problemsRead MoreWriting And Fear Public Speaking881 Words   |  4 Pagesthe final project, I would like to write a paper. I would prefer to do this opinion because I enjoy writing and fear public speaking. The midterm paper was fairly easy for me to complete, as I am good at sitting down and concentrating on one subject for a long time. Additionally, I love expressing myself through words. As an introvert with slight anxiety, the idea of public speaking is terrifying. While I have no problems saying my opinions in class, I do not like standing in front of a group of peopleRead MoreThe Lewinsky Scandal, 19981491 Words   |  6 PagesHowever Clinton’s presidential legacy is also marked by his affair with Monica Lewinsky and his impeachment. He had become the second sitting president in history to be impeached by the House of Representatives. The Lewinsky affair shocked the public and the media along with the right wing were keen to see Clin tons demise. Washington became even more vicious as political opponents of the President pursed him to no extent. Though officially he could not be charged for having an affair, he couldRead MoreThe Art Of Teaching Music800 Words   |  4 PagesCarlehr Swanson The Art of Teaching Music Prof. East Fall 2015 Midterm 1-4 Growing up I was painfully shy. If anything required public speaking, I would shy away from it. I lived my life being scared to ask for opportunities to share my talent, and hated being put on the spot. The more I developed as a performer, I realized I would have to talk, sometimes a lot. In High School I signed up for a Radio Broadcasting and Journalism class, simply because I liked music. In the class, shy people didn’tRead MoreClasses On The Study Of Logic In American Colleges Today1321 Words   |  6 Pagesclass grade depends on two exams, namely, the midterm and final. Consequently, even if students do well on the homework assignments that constitute the remaining points, their grades can still be heavily affected by two test scores. Instead of heavily weighing a student’s learning ability on two exams, I would suggest taking an approach similar to that used in philosophy 103. In this class, we have quizzes on each chapter, homework assignments, two midterms, pape rs, and a final. The separation of pointsRead MoreWasted Time : An Educational Epidemic Essay1155 Words   |  5 Pagesdeficit in classroom instruction. Fortunately, with a comprehensive revamping of the public school system in the United States of America, it is possible to regain the national status of an educationally successful country. In theory, substitute teachers are a practical solution to a common issue: Responsible adults leading the class when a teacher is called away by a meeting, an appointment, or illness. Logically speaking, it would make perfect sense for another well-educated adult to command the classRead MoreEssay911 Words   |  4 PagesGOVT 480 – Midterm Essay Week 4 List and describe the four force multipliers. How do terrorists us force multipliers? Give examples for each force multipliers. There are four force multipliers in terrorism that author J. White speaks about in his book regarding terrorism. 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Cognitive Dissonance Theory - 1621 Words

Leon Festinger created the cognitive dissonance theory as an attempt to explain why people desire to have consistency between their behaviors and actions. Cognitive dissonance is the distressing mental state people feel when they find themselves doing things that don’t fit with what they know, or having opinions that do not fit with other opinions they hold (Festinger, 1957; as cited in Griffin, 2009). Thus, people are motivated to change either their behavior or their belief when feelings of dissonance arise. Dissonance is reduced using three mental strategies. Selective exposure is the strategy used before a decision is made. The premise of this strategy is to avoid information that is likely to increase dissonance. The second†¦show more content†¦The difference between condition one and three is that condition three allowed the participants to self-affirm after finding out their verdict was in disagreement with the other group members. Festinger argues that the lac k of choice adds consonant cognitions which reduce the overall amount of dissonance that otherwise would be experienced (Festinger, 1957, 1958; as cited in Matz Woods, 2005). Additionally, the opportunity to self-affirm strengthens self-worth and thereby reduces the dissonance created when people’s actions threaten their personal integrity (Simon, Greenberg, Brehm, 1995; as cited in Matz Woods, 2005). Thus, Matz and Woods hypothesize that dissonance will be reduced by the lack of choice and the opportunity to self-affirm. The results show low levels of discomfort in the lack of choice and self-affirmation conditions, providing an explanation of the kinds of strategies people use to reduce dissonance. Study three introduces an interpersonal strategy introduced by Festinger: changing one’s own attitude to align with others’ opinions (Festinger, 1957; as cited in Matz Woods, 2005). Building off of Festinger’s idea of changing one’s attitude thre e conditions are used in this study. The three strategies used are: (a) changing one’s own attitudes to agree with others in the group, (b) influencing others to change their opinion, and (c) joining a different, attitudinally congenial group. The end results showShow MoreRelated Cognitive Dissonance Theory Essay1027 Words   |  5 Pages nbsp;nbsp;nbsp;nbsp;nbsp;The theory of Cognitive Dissonance states that when individuals are presented with information that implies we act in a way that contradicts our moral standards, we experience discomfort (Aronson, Wilson, and Akert, 1998, P. 191). This is considered Cognitive Dissonance, A psychological term used to describe mental conflict that occurs when beliefs or assumptions are contradicted by new information; arouses unease or tension; relieved by one of several defensive maneuvers:Read MoreCognitive Dissonance Theory Paper1375 Words   |  6 PagesCognitive Dissonance Theory Paper 1 Cognitive Dissonance Theory Paper Psy 400 Axia Online Cognitive Dissonance Theory Paper 2 Introduction The cognitive dissonance theory has many possible scenarios and examples chosen throughout life. The theory will be either enhanced or decreased depending on a number of factors such as the person’s moral values, social upbringing, and social status at work, religiousRead MoreCognitive Dissonance Theory - Applications2122 Words   |  9 PagesCONTENTS 1. Introduction 1.1. What is Cognitive Dissonance? 1.2. Cognitive Dissonance Phenomena 1.3. Ways to address Cognitive Dissonance 1.4. Significance 2. Project Statement 3. Methodology 3.1. Sample 3.2. Material 3.3. Procedure 4. Results 5. Conclusion 6. References 1. Introduction 1.1. What is Cognitive Dissonance? The cognitive dissonance theory was proposed by a famous psychologist Leon Festinger in the 1950’s. The theory states that if a person holds two inconsistentRead More Cognitive Dissonance Theory Essay3265 Words   |  14 PagesCognitive Dissonance Theory Leon Festinger shared his brilliance with the world when he, opposing all previous psychological behaviorist work, created the Cognitive Dissonance Theory. In his own words, he quickly sums up this quite complex theory: If you change a person’s behavior, his thoughts and feelings will change to minimize the dissonance (Groenveld, 1999, p.1). In order to decode this dense statement, we must first be aware that Festinger held to be true that humans have a deep abidingRead MoreThe Theory of Cognitive Dissonance Essay example877 Words   |  4 Pages The theory of cognitive dissonance started as a very simple observation by Leon Festinger that people do not like to deal with inconsistency. This simple observation led to the development of a theory that became very controversial, and it would be this controversy that propelled the theory forward. Many years of research has led to many different ideas of what cognitive dissonance really is and why it actually occurs. Festinger developed the term cognitions while developing his theory on cognitiveRead More The Validity of Cognitive Dissonance Theory Essay2607 Words   |  11 PagesDescription of Theory The term dissonance refers to when one cognitive element is inconsistent with another cognitive element according to the lecture notes of Professor Soreno. Cognitive elements can be categorized in four groups called beliefs, attitudes, values, and perceptions of behavior. Beliefs can be defined as a perception that something exists or not. This perception can range from a central or peripheral type of belief. The more central a belief is, the harder it is to change that beliefRead MoreLeon Festingers Theory Of Cognitive Dissonance1500 Words   |  6 PagesThis essay will evaluate the presentation of Leon Festinger’s theory of cognitive dissonance in the world of social psychology. Throughout I will discuss the establishment of his theory, it’s supporting evidence and any limitations of this. I will also deliberate what it can explain and the alternative explanations presented by other psychologists; how they differ from Festinger’s, how they add to Festingerâ₠¬â„¢s original theory and finally how they extend the knowledge in understanding the interactionRead MoreAn Examination of Festingers Cognitive Dissonance Theory and Notable Modifications2030 Words   |  9 PagesFestingers Cognitive Dissonance Theory and Notable Modifications Sometimes the greatest test of a theory is its longevity. Over time, some theories will be disproved, some will be modified, and some will become the basis for a whole new group of theories. Leon Festinger’s theory of cognitive dissonance has stood up to challenge for over forty years, and is considered by many to be the single most important theory of social psychology. Though there have been modifications to the theory afterRead MoreThe Cognitive Dissonance Theory ( Cdt ) Essay2141 Words   |  9 PagesIntroduction This paper applies the principles of the cognitive dissonance theory (CDT) to the potential racial motivations of homegrown terrorists. Generally, the CDT rests on the premise that in a situation where one is faced with conflicting attitudes, beliefs, or behaviors, there is a need to restore harmony, with his or her pre-existing thoughts and ideas. In addition, this need for harmony can give rise to irrational and sometimes maladaptive behaviors in order to reinstate that balance (McleodRead MoreLeon Festinger s Theory Of Cognitive Dissonance1855 Words   |  8 PagesLeon Festinger s theory of cognitive dissonance (1957) sets its meaning on the theory that behavior does not support the attitude or vice versa. At many times individuals see themselves experiencing this phenomenon, so in order to reduce this dissonance, either the attitude or the behavior needs to be altered or changed. A perfect example would have to be when a white person says that black and whites are all the same y et he/she would not want to live in a neighborhood with the majority of the population

The Concept of Consumer Identity Free-Samples-Myassignmenthelp

Question: Disucss about the Impact of Consumer Identity on Consumer Behavior and Purchasing Decision. Answer: Introduction The article seeks to explore the impact of consumer identity on consumer behavior and purchasing decision. This article discusses how each individual is endowed with a separate identity and as consumers, these individuals will tend to consume in a way that appears to be consistent with his own sense of self. It states that an individual will not necessarily consume a product simply because he likes it or is in need of the same (Reed et al. 2012). Rather, he will consume it if he associates with the attributes of the brand that the brand endorses while promoting its products. A very significant aspect of the article is that it discusses and critically analyzes the concept of consumer identity, its various aspects such as identity salience and identity relevance, the common types of consumer identity and the products these consumers associate with. The article states that while most of the organizations focus on the production of innovative products, many lose out simply because they o verlooked the importance of studying the consumers. It is not sufficient to investigate and comprehend the needs and demands of the consumers and produce products accordingly. In a competitive market, a highly important factor that can ensure organizational success is how far the company is able to promote its products in a way that it can persuade the consumers of the target consumer base purchase the product. Theoretical Foundations: The article is written primarily on the basis of the information available via the research reports and published journals of the past researches. The article explores the theories pertaining to two branches of knowledge- Sociology and Marketing Management. At the very same time, Psychological theories of self have been explored as well (Brodie 2017). In the article, the writer defines identity as any category level with which a consumer or any individual at large associates himself with. While some identities have been defined to be more stable and objective such as those pertaining to relations or ethnicity, other identities may be fluid such as the nature a person has or the political party he has faith in. The article explores the concept of identity right from the scratch and employs the use of different sociological theories associated with human identity, such as Personal Identity Theory and Social Identity Theory to establish how the demographic, social or cultural factors ca n influence the consumer decision making process of any individual. Once identity has been defined, the article refers to management theories such as consumer buying behavior theory and marketing theory to explore the foundation of the consumer psychology which compels a consumer to buy or refuse a specific product. With the help of various management theories, the article investigates different underlying cognitive processes that explainconsumers' choices and how each of them responds to the influence of marketing, as well as the external stimuli that convince them to purchase certain items. Here, the author refers to the SocialIdentity Theoryas developed by Tajfel and Turner and the Self Concept Theory as developed by Cohen and Reed (Bhattacharjee et al. 2014) Nature of the Research: The discussed article has employed the use of Qualitative Research Method. The research data is based solely on the qualitative data derived through secondary resources. As a result, no interview or survey has been conducted to confirm the data collected. The research findings are based on the second hand data derived via literary articles, published business journals and magazines, as well as business management books (Taylor et al. 2015). The article also explores important concepts relevant to the research from Sociology and Psychology books and journals. However, the absence of any primary data can definitely question the reliability of the research findings and the relevance in the present scenario. However, the review of articles as a source of secondary data adds to the knowledge. Further, the article employs the use of Positivism research philosophy whereby it discusses and unfolds a variety of basic and important concepts about consumer identity of the self and the ways in w hich their personal identities influence their purchasing behavior (Flick 2015). Sample Size Considerations: As far as the reviewed article is concerned, it should be noted that the article has not employed the use of quantitative research method. Nor has it used any form of primary data in order to derive the conclusion. Since the research does not employ the use of any primary data, no sampling technique needed any kind of consideration. Key Findings from the Research: The key findings of the research suggest that the identity of an individual has a profound impact how he thinks, feels or the way he perceives products the time they are being launched and promoted in the market. Each product or service comes with a variety of brand attributes that appeal to a specific customer segment, and those consumers who associate their own image, identities and preference with the brand ultimately become the buyers of the product. The article states that not only the personal aspects of ones identity matters, but also his socio-cultural beliefs and political standpoints determine his purchasing decision. Accordingly, an individual who is young and energetic and identifies himself with an athlete will naturally get attracted to brands like Adidas, the tagline of which is Impossible is Nothing. Again, similarly even though cosmetic brands like Maybelline targets the customer base who are women and have a sophisticated sense of fashion, the brand attributes defin ed by the tagline determine if it can attract customer base or not. Since a major part of the women belonging to the Maybelline customer base are self-dependent, ambitious woman, the company had to revise its tagline and come up with Make it Happen instead of the old one that states: Maybe she's born with it. Maybe it's Maybelline (Muehling et al. 2014). Besides, the article sheds light on how the consumption choices of a buyer are influenced by the social and cultural identity that he associates himself with. New Findings: The article is academically very significant as it directly contributes to the existent knowledge and enlightens on about the importance of considering consumer identity while branding and promoting a product. So far most of the past research studies have tried to address the factors influencing consumer purchasing decision and have considered factor like price, trends, social status. However, this research article offers a unique perspective in demonstrating how the identity the consumer identifies himself with must also match with the brand promotional strategy of a companys product or service. Hence, it is not only enough to produce goods as per consumer needs, but also to ensure the production and promotion of identity-linked products. The unrecognized benefit of considering consumer identity while branding a product has been discussed and critically analyzed in the article. Besides, the article also focuses on an important issue that has been overlooked so far. Even though a few research articles have earlier referred to the concept of brand identity, these articles demonstrate how the brand identity of a consumer influences his purchasing decision. This article adds to the existent knowledge by claiming how the consumers also use their identity-linked brands for creating their self-identities as well as for communicating themselves to the others and to themselves. Personal Opinions: I believe the most admirable aspect of the article how well different theories from different academic disciplines such as Psychology and Sociology have been integrated in the management concept. The author writes in an organized and structured style. However, the author focuses overmuch on the definition and categories of consumer identity, and could dedicate more attention to show the interrelation between the consumer identity and consumer purchasing behavior. Besides, the article could be more reliable had it been based on quantitiave data that could at least illustrate the importance of consumer identity in the marketing process with the help of statistical figures and tables. Things Practitioners can Learn and Apply: There are huge benefits of the research as it truly demonstrates how the companies while promoting their products need to be mindful of what the consumers of its target segment identifies themselves with. Starting with the taglines and slogans, till the marketing strategy or discount offer will be determined by the values, beliefs and ideals the consumer identifies himself with. The consumers do not necessarily buy a brand because they need it, but they can also prefer one brand over the other, simply because the former reinforces and expresses his self-identity in a far better way than the latter. Hence, the article will help the practitioners create taglines and slogans as well as marketing strategies as per the identity category of the customer base. For example, usually the Western countries have an individualistic culture and they will prefer fast food companies that offer discounts on a single meal. However, the people in the East usually are the members of a collective society who would prefer a large meal with the family, as they identify themselves as the family loving people. Hence, while selling the same product in the market of an Eastern country, the company should offer heavy discounts on the large meals. Hence, it is highly important for the business managers to consider the idea of producing identity-linked products. Reference List: Bhattacharjee, A., Berger, J. and Menon, G., 2014. When identity marketing backfires: Consumer agency in identity expression.Journal of Consumer Research,41(2), pp.294-309. Brodie, R.J., 2017. Commentary on Working consumers: Co-creation of brand identity, consumer identity, and brand community identity.Journal of Business Research,70, pp.430-431. Flick, U., 2015.Introducing research methodology: A beginner's guide to doing a research project. Sage. Muehling, D.D., Sprott, D.E. and Sultan, A.J., 2014. 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