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Persuasion Chapter 14
Terms in this set (14)
•Integrated Marketing Communication or I.M.C.• A major goal of I.M.C. is to build a one-to-one dialogue or a unified and personalized "relationship" between brands and consumers using various kinds of persuasion.
the tasks of advertising and their tactics
•Promote Brand Features and Benefits: Open 24 hours, batteries included, 100% whole grains
•Generate Traffic: "loss leaders," free items, prizes
•Make Brand Comparisons: Pepsi Challenge
•Induce trial: free samples
the tasks of advertising and their tactics (cont)
(CONT.)•Generate qualified leads: educate buyer about their brand •Prompt purchase: time limits, promising quick delivery•Building the Brand: jingles, slogans, logos, packaging •Adapting to Changes: Americans are exposed to 2000-5000 ads per day
sales promotion, and positioning
•Branding - the campaign to differentiate a brand from its competitors.
•Brand names - the names given to a certain manufacturer's version of a product type.
•Slogans - catch phrases that express a brand name, its benefits, and its "personality."
•Jingles - usually a musical version of the slogan combined with lyrics that tell the "story" of the brand.
•Logos - an emblem associated with a brand or corporation.
sales promotion and positioning (cont)
(CONT.)•Packaging - the container or wrapping that protects and identifies the product, reinforces the brand name, and builds brand equity •Sales promotion - temporary inducements used to encourage immediate purchase
•Top Of Mind Awareness (TOMA) and positioning - most consumers can only recall 5 - 9 brands, depending on the complexity of the category.
problems of an over-communicated society
•There is simply too much communication for the average person to even hope to process.
•In response, the average consumer likely develops an oversimplified mind, which largely ignores or tries to forget most of the information to which it is exposed.
•Brand loyalty makes it easier to live in an over-communicated society because you never have to change your mind, and you can easily ignore all the ads for competing brands.
positioning and repositioning methods
•Being the first brand in a category
•Coming up with the right slogan
•Finding a niche
•Having a high quality image•Advertising what you are not
•Demographics - identifies specific market segments on the basis of data.•Psychographics - is the study of consumers' lifestyles, attitudes, and interests in relation to how they feel about a certain product or brand.•Socio-graphics - refers to an individual's social grouping, where they live and other sociological factors such as their life stage.•Ethnographics-a research technique which involvesthe researcher going out into the field and observing how consumers select and use brands.
the languages of advertising
The first task with a new brand is to develop a personal profile of the consumer, and then
•To custom design personal language and copy, especially using the word "you" which makes the message feel personalized, such as, -"Aren't you glad you use Dial? Don't you wish everybody did?"
•Advertisers want consumers to recognize their experiences in the words and visuals of the ad.
weasel words in advertising
•Carl Wrighter's classic book I Can Sell You Anything1 focuses on some of the key words used to deceive us, which he calls weasel words because they allow persuaders to seem to say something without really saying anything.
•Some weasel words:-Helps-Like-Virtually-Faster or better-As Much As
deceptive claims in advertising
•The Irrelevant Claim -some ads make claims that sound impressive, but are irrelevant if you really look at them closely.
•The Question Claim -by asking a question, the advertiser puts the ball in the receiver's court and often there is no answer, leaving the consumer wondering.
•The Advantage Claim -may not be a unique advantage for the brand or even a real advantage.
additional deceptive claims
•The Hazy Claim - is designed to confuse the buyer, voter, donor, or joiner.
•The Mysterious or Magic Ingredient Claim - refers to a magical or mysterious ingredient that supposedly makes their brand better.
changes in our world: implications for advertisers
ADVERTISERS•Many families have two or more income earners.
•These types of families are strapped for time.
•The direct marketing industry accounts for 20% of all the advertising dollars spent in the United States.
•Advertisers also need to avoid looking like "me too" imitations of the original.
•Advertisers need to find ways to get consumers to take action.
sexual appeals and subliminal persuasion in advertising
•Blatant Sexual Appeals usually overtly promise sexual success or satisfaction to the user in both the verbal and the nonverbal channels. •More Sophisticated Sexual Appeals only hint at sexual satisfaction if a consumer uses the brand, using subtle cues of sexual prowess and satisfaction, instead of making overt promises. •Subliminal Appeals are based on the very controversial notion of the unconscious mind and that its impulses are so powerful that they must be enacted in conscious life, even if in only symbolic ways.
OTHER SETS BY THIS CREATOR
Persuasion Chapter 13
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Persuasion Chapter Eleven
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