Day 12
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The document summarizes advertising techniques used to target different audiences. It discusses 13 common techniques including bandwagon, escapism, facts and figures, hidden fears, magic ingredients, nostalgia, patriotism, plain folks, sex appeal, snob appeal, transfer, testimonials, and wit and humor. Examples are provided to illustrate each technique. The document also lists questions to consider when analyzing ads and discusses appeals that might be used for different products and audiences such as cell phones, snack foods, cigarettes, and pro-choice or pro-life issues.
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This document outlines various techniques and conventions used in print advertising, including:
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2. Elements like typeface, shot types, composition, and color palette that influence how audiences view and understand ads.
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This document discusses various aspects of advertising language and culture, including:
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The document discusses various advertising techniques used to promote products. Some techniques mentioned include using new products to make customers feel left behind if they don't buy; using statistics to prove a product's superiority; using vague language to suggest benefits without guarantees; claiming special ingredients make a product highly effective; appealing to patriotism; using distractions when addressing problems; portraying products as practical for everyday people; appealing to luxury lifestyles; offering incentives to buy; using testimonials from famous people; using humor; oversimplifying problems and offering one-size-fits-all solutions; focusing only on positive qualities while ignoring negatives; using appealing words to enhance a product's appeal; exploiting people's desire to join popular opinions;
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The document discusses key aspects of advertising such as its purpose to encourage or persuade consumers to buy products. It defines advertising and discusses important advertising elements like language, slogans, puns, and parody ads. Specifically, it notes that language plays a powerful role in influencing people and should be carefully considered. Certain words are often used in ads to catch attention. Placement of language is also important. Puns and slogans are discussed as memorable techniques to create brand awareness. Spoof or parody ads are defined as fictional ads that mock or comment on real ads.
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Positioning and Products
This week we will discuss positioning and branding. When we talk about positioning, we are referring to how the customer thinks about the product.
· The customer wants to know the key feature that the product has separates it from all the rest.
· In other words, positioning shows the brand's meaning in the consumers mind and compares it to the meaning the consumer applies to the competitor's brands.
The positionstatement is an assertion that represents how the product should be perceived in the minds of the consumer.
· Compare it to the thesis statement of an essay; the thesis statement is a short sentence usually 25 to 35 words or less that sums up the entire essay.
· The positioning statement should in fact stay around 40 words and include who you are, what you do, and the value you bring to the consumer. A positioning statement for a day care might be:
. We are a preschool providing high quality care and instruction for toddlers aged two to five in the Central Pennsylvania area. Our teachers are pre-K certified and create an individualized curriculum for each child to develop academic and social skills.
In the article "Positioning Your Product," Aaker and Shansby suggest six approaches to positioning: by attribute, price-quality, use or applications, product-user, the product-class, and the competitor (2001, p.57).
· Attribute is probably the most often-used approach; it shows the consumer the feature of the product or service that provides a benefit to the consumer.
· In the example above, the value (or benefit) the business brings to the consumer is the individualized curriculum for each child.
To create the position for company, is important to understand your target market as discussed in week two.
· What is your target market looking for?
· Is it something new, something cheaper, something more efficient?
There are times when product needs to be repositioned so that the view your target market has of the product is changed.
There are several reasons why a product might need to be repositioned.
· These include changes in the marketplace, changes the product, changes in the target market, changes in competition, changes in the location in the product life cycle, and simply time for a change.
· For example, Kentucky Fried Chicken had to respond to the changes in consumers' healthier eating habits.
. To do this they stop using the name Kentucky Fried Chicken and now go by KFC.
. They now offer healthier options to their fried chicken and mashed potatoes and this is apparent in their marketing and advertising.
· Cadillac is another brand that needed to be repositioned.
. Cadillac cars used to be associated with retirement and grandparents.
. Cadillac started a new positioning towards the younger crowd by streamlining their cars and adding the Escalade SUV.
Repositioning is looking to embed a new message in the mind of the customer using one of the six approaches: by attribute, price-qualit.
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The document discusses how companies create advertisements through four main steps: determining the target audience, grabbing their attention, differentiating the brand, and changing consumer habits. It also outlines common advertising techniques like incentives, slogans, logos, testimonials, and lifestyle portrayals that are used to influence consumers. Regulations on advertising are overseen by the Federal Trade Commission to prevent false claims.
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This document discusses key concepts related to brands and brand management. It begins by providing a brief history of brands dating back over 4,000 years to branding of livestock. It then defines what a brand is from both a company and consumer perspective. The objectives of brands are to differentiate products, protect unique features legally, and persuade consumers through promises to meet needs. Brand elements that help identify a brand include its name, logo, color schemes, taglines, jingles, packaging, and characters. Finally, it distinguishes between products and brands, noting that while products perform functions, brands offer value and create expectations through the promises associated with them.
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Positioning and Products
This week we will discuss positioning and branding. When we talk about positioning, we are referring to how the customer thinks about the product.
· The customer wants to know the key feature that the product has separates it from all the rest.
· In other words, positioning shows the brand's meaning in the consumers mind and compares it to the meaning the consumer applies to the competitor's brands.
The positionstatement is an assertion that represents how the product should be perceived in the minds of the consumer.
· Compare it to the thesis statement of an essay; the thesis statement is a short sentence usually 25 to 35 words or less that sums up the entire essay.
· The positioning statement should in fact stay around 40 words and include who you are, what you do, and the value you bring to the consumer. A positioning statement for a day care might be:
. We are a preschool providing high quality care and instruction for toddlers aged two to five in the Central Pennsylvania area. Our teachers are pre-K certified and create an individualized curriculum for each child to develop academic and social skills.
In the article "Positioning Your Product," Aaker and Shansby suggest six approaches to positioning: by attribute, price-quality, use or applications, product-user, the product-class, and the competitor (2001, p.57).
· Attribute is probably the most often-used approach; it shows the consumer the feature of the product or service that provides a benefit to the consumer.
· In the example above, the value (or benefit) the business brings to the consumer is the individualized curriculum for each child.
To create the position for company, is important to understand your target market as discussed in week two.
· What is your target market looking for?
· Is it something new, something cheaper, something more efficient?
There are times when product needs to be repositioned so that the view your target market has of the product is changed.
There are several reasons why a product might need to be repositioned.
· These include changes in the marketplace, changes the product, changes in the target market, changes in competition, changes in the location in the product life cycle, and simply time for a change.
· For example, Kentucky Fried Chicken had to respond to the changes in consumers' healthier eating habits.
. To do this they stop using the name Kentucky Fried Chicken and now go by KFC.
. They now offer healthier options to their fried chicken and mashed potatoes and this is apparent in their marketing and advertising.
· Cadillac is another brand that needed to be repositioned.
. Cadillac cars used to be associated with retirement and grandparents.
. Cadillac started a new positioning towards the younger crowd by streamlining their cars and adding the Escalade SUV.
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The document discusses how companies create advertisements through four main steps: determining the target audience, grabbing their attention, differentiating the brand, and changing consumer habits. It also outlines common advertising techniques like incentives, slogans, logos, testimonials, and lifestyle portrayals that are used to influence consumers. Regulations on advertising are overseen by the Federal Trade Commission to prevent false claims.
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This document discusses various propaganda and advertising techniques used to persuade people. It defines techniques like bandwagon, testimonials, loaded words, card stacking, misuse of statistics, plain folks, name calling, snob appeal, slogans, and targeting audiences. Examples are provided for many techniques to illustrate how they work, such as using a celebrity testimonial or appealing to people's desire to be part of the majority. The goal of these techniques is to make people want to buy a product or agree with a viewpoint using emotional rather than factual appeals.
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The document discusses different types of advertising appeals and claims that advertisers use to convince consumers to purchase products. It describes common appeals such as fear, humor, sex, music, rational arguments, and emotions. It also examines the effectiveness of different appeals and provides examples of ads that utilize specific appeals. The document then discusses different types of claims advertisers employ, such as scientific claims, compliments to the consumer, rhetorical questions, unfinished comparisons, and weasel words.
brand
A brand is a name, symbol or design that identifies a seller's products and differentiates them from competitors. There are four key branding decisions: brand positioning, brand name selection, brand sponsorship, and brand development. Brand positioning involves establishing how the brand will be perceived in customers' minds based on attributes, benefits or beliefs. The brand name should be memorable, distinctive and suggest the brand's benefits. A brand can be the manufacturer's, a private label, licensed or co-branded. Brand development grows brands through line extensions, extensions to new categories, or launching multiple brands to target different segments.
46259969 brand-promotion
This document provides information about a summer internship project report completed by Ajay Jayaswal for his PGDM program in 2012-2014 at IILM-AHL in Jaipur, India. The 3-page report declaration and acknowledgements sections indicate that Ajay completed a project on "Brand Promotion" of Videocon in selected areas of Jaipur under the guidance of his company guide Mr. Tushar Sardana and faculty guide Mrs. Priyadarshini Bakshi. The report includes sections on the objectives, research methodology, concepts of branding, history of branding, types of branding, brand strategies, brand promotion, advertising, findings and conclusions.
Brand and product management
The document discusses concepts related to product and brand management including:
1) Brands differentiate products and add emotional value beyond core functionality.
2) Successful brands are managed strategically throughout their lifecycle and nurtured by the entire organization.
3) Brand leadership often changes over time as markets and consumer preferences shift. Established category leaders may be replaced as new brands emerge.
Iii unit
The document discusses various aspects of developing effective advertising messages, including:
1. It outlines factors to consider when creating an advertising message such as the target audience, media used, and product factors.
2. It discusses different types of rewards buyers seek from products including rational, sensory, social, and ego satisfaction benefits.
3. It provides examples of advertising messages and how they appeal to different types of rewards through result-of-use, product-in-use, and incidental-to-use experiences.
Iii unit
The document discusses various aspects of developing effective advertising messages, including:
1. It outlines factors to consider when creating an advertising message such as the target audience, media used, and product factors.
2. It discusses different types of rewards buyers seek from products including rational, sensory, social, and ego satisfaction benefits.
3. It provides examples of advertising messages that appeal to different types of rewards through result-of-use, product-in-use, and incidental-to-use experiences.
Young Marketers Eliter 3 – Assignment 1.1 - Minh Thông / Phúc Hậu / Văn Hiển
The document discusses the evolution of products into brands through trademarks and marketing. It begins by explaining how early manufacturers differentiated their products through names and packaging (trademarks). It then discusses how brands became important with increased choices, information, and time constraints for consumers. Brands make purchase decisions easier by providing promises that products aim to fulfill through marketing. The document provides examples of brands and their promises, and explains how marketing delivers those promises to build consumer awareness, loyalty, and brand love over time.
Implicit and explicit messages
The document discusses various advertising techniques used to implicitly or explicitly convey messages to consumers. It defines implicit advertising as implying messages without directly stating them, while explicit messages are clearly expressed. The document then proceeds to define and provide examples of 12 common advertising techniques: testimonial, transfer, plain folk, scarcity, band wagon, snob appeal, facts and figures, hidden fears, repetition, magic ingredients, and weasel words. These techniques aim to influence consumers' purchasing decisions through implied or stated messages.
Persuasion in Advertising
Persuasion in Advertising discusses persuasion techniques used in advertising. Persuasion is inducing attitude changes and influencing action, while persuasive text aims to convince readers. Advertising is paid media to attract public attention to products and services. Common persuasion techniques used in advertising include repetition, contrasts, emotional appeals, ambitious appeals, bold formatting, benefits listings, statistics, catchphrases, slogans, figurative language, and misspellings.
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Introduction to objective, scope and outcome the subject
Chapter 2
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Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
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Day 12
- 1. Wednesday, October 6 English 111
- 3. Groups work on campaign ad analysis
- 4. Double-check conference sign-upHomework Work with groups on campaign analysis. If you have a scheduled conference, please come prepared.
- 5. Advertising Techniques Convincing the Consumer based on Tressler and Lewis, Mastering Effective English (Third Edition), pp.470-472
- 7. Other than the product itself, what idea or message is the ad trying to sell? (What is the subtext?)
- 8. Who is the target audience? Explain using specific demographics (age, gender, economic status, values, interests, etc.)
- 9. Can you identify any appeals in the ad?
- 11. Bandwagon The suggestion that everybody is using the product and that you should too in order to be part of the group. Example: A credit card company quotes the number (in millions) of people who use their card .
- 12. Escapism The association of a product with an exciting departure from mundane, everyday life and problems. Examples: A bubble bath whisks the user away from everyday concerns . An SUV that can climb mountains or race over a mote on the way to a Gothic castle.
- 13. Facts and Figures Statistics and objective factual information is used to prove the superiority of the product Example: A car manufacturer quotes the amount of time it takes their car to get from 0 to 60 m.p.h.
- 14. Glittering Generalities “Weasel words” used to suggest a positive meaning without actually really making any guarantee. Example: A famous sports personality says that a diet product might help you to lose weight the way it helped him to lose weight.
- 15. Hidden Fears The suggestion that this product will protect the user from some danger. Example: A laundry detergent manufacturer suggests that you will be embarrassed when strangers see "ring around the collar" of your shirts or blouses.
- 16. Magic Ingredients The suggestion that some almost miraculous discovery makes the product exceptionally effective. Example: A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.
- 17. Nostalgia The association of a product with quaintly remembered earlier times or past youth. Example: By using a product the user is prompted to reflect back on fond memories.
- 18. Patriotism The suggestion that purchasing this product shows your love of your country. Example: A company brags about its product being made in America and employing American workers.
- 19. Plain Folks The suggestion that the product is a practical product of good value for ordinary people. Example: A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.
- 20. Sex Appeal The suggestion that the user's love life will be appreciably improved by using a specific product. Example: Because a user chews a certain kind of gum, he or she will be much more kissable.
- 21. Snob Appeal The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. Example: A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
- 22. Transfer Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user. Example: A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.
- 23. Testimonial A famous personality is used to endorse the product. Example: A famous basketball player recommends a particular brand of deodorant.
- 24. Wit and Humor Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language. Example: Mac commercials.
- 25. Visuals Color and other visual effects add excitement to the advertisement. color camera angles repetition props white space lighting attractive models kinetic photography location/scenery
- 36. Appeal to what audience? CELL PHONES
- 43. Appeal to what audience? Snack Food / Beverages
- 49. APPEAL TO WHAT AUDIENCE? Cigarettes
- 56. APPEAL TO WHAT AUDIENCE? Pro-Choice and Pro-Life Ads
Editor's Notes
- AvantGarde
- Bandwagon
- sex
- escape
- Fear
- patriotism
- Testimonial and wit
- Secret ingredient
- wit
- Phone female
- White space
- adbusters