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Marketing - Propaganda Notes

Terms in this set (25)

Propaganda
The spreading of information to lots of people through various mediums.
Fact
something that can be proven.
Opinion
What a person thinks or how they feel about something.
Bias
A person's point of view is subjective. (you think your idea is the best one)
Persuasion
Convincing someone that you are correct or to believe the way you do.
Product
Anything you are trying to sell. (goods or services)
Target Market
Who the advertisement is designed for - the people the advertiser wants to appeal to in its marketing.
Brand
Generally indicated by a recognizable name, logo, slogan and picture of a product.
Generic
Products that use simple packaging, little advertising, and are sold at cheaper prices. (opposite of name brand)
Logo
A picture or symbol designated to match a specific product.
Slogan
A word or phrase associated with a specific product.
Card Stacking
Manipulating information to make a product appear better than it is, often by unfair comparison or omitting facts
Bandwagon
Advertising technique that tells consumers "everyone else is buying and using this product; you should too."
Testimonial
Using a regular, average person to sell a product (".. It works for me and it will work for you too!")
Appeal to Authority
Using a credible "authority" to sell a product - usually experts in their field (athletes/ sports drinks, dentist/ toothpaste.)
Loaded words
Words that convince consumers that the product is worth buying (positive or negative)
Opinions as facts
Using one person's experience with a product and presenting it so it sounds like everyone who uses it will experience the same
Name calling
usually used with loaded words, it compares 2 products that are similar and uses positive loaded words for itself and negative loaded words for the competition
Flattery
Any type of advertisement that tells the potential buyer that he/ she has been "specially selected" or offers "free gifts" for purchasing the product being sold
Beautiful People
The type of propaganda that deals with famous people or depicts attractive, happy people. This makes other people think that if they buy a product or follow a certain ideology, they too will be happy or successful. (This is more used in advertising for products, instead of political reasons)
Common Man
The "'plain folks'" or "common man" approach attempts to convince the audience that the propagandist's positions reflect the common sense of the people. It is designed to win the confidence of the audience by communicating in the common manner and style of the target audience.
Repetition
This type of propaganda deals with a jingle or word that is repeated over and over again, thus getting it stuck in someone's head, so they can buy the product
Glittering Generalities
emotionally appealing words applied to a product or idea, but which present no concrete argument or analysis.
Fear
Warns the audience that disaster will result if they do not follow a particular course of action.
Popular with Insurance companies
Transfer
Using positive associations you already have in one area, the advertiser does not have to start from scratch to create those same positive associations for its product
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