<ul><li>Krugman’s definition of ……requires marketers to utilize TV medium Those two objectives can be achieved by employme...
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Breakdown Of Krugman's Definition

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Breakdown Of Krugman's Definition

  1. 1. <ul><li>Krugman’s definition of ……requires marketers to utilize TV medium Those two objectives can be achieved by employment of the marketing tools such as …that assure the benefit of Some examples of these specific tactics …and its real life modern implementation…consumers as involved in a passive and low involvement activity of TV watching that does not allow for the connection between the product and the consumers’ lives/system of beliefsas a tool not to drive conversion but…to build associations between customers’ lives and the product repetition of the marketing message assuring forthe message being recalled in a situation of purchasing decision/behaviorJinglesFree Credit Report Dot ComEarwormsCheck’N’Cash commercialsRepetition of the product nameHead On (“Apply Directly To The Forehead)Taglines‘Yes, we can!”“Ultimate Driving Machine”Constant presenceProduct placement Bond movies, Friends and Instyle magazineTop ChefHollywood and cigarettes Notoriety (“Bad publicity is good publicity”)Paris HiltonSnuggieIdea placementSoap operas introducing the public to vital social issuesIncreased acceptance of gays via TV modeling though Will & Grace or Ellen Degeneres Show vs fiascos of the direct propaganda campaigns (Proposition 8 failure)…product’s intangible attributes (the perception of the brand) being primary source of influence on the future purchasing decisions(“brand awareness/equity”)to establishing the brand awareness/equityconstructing a brand identity Describing the spirit of the productPepsi (a drink of the young (at heart)Geico (so easy a cavemen can do it)Corona (Sun) Creating aspirationGilletteLuxury bags

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