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How Do Ads Attract Customers?
- 1. How Do AdsAttract Customers? EXCLUSIVITY
- 2. Exclusivity 1. The practiceof excluding or not admitting other things. 2. Restriction to a particular person, group or area. Exclusivity is form of social currency
- 3. Exclusivity By Association Peoplechoose, share and consume what makes them look and feel good. Being part of an exclusive group is an inherently desirable quality because it evaluates one’s perceived status compared to outsiders How? Companies exploit people’s desire to be “allowed” to partake in something to increase their market shares and/or to increase their sales.
- 4. Case Study Petroleum inmass media. ◦ Specifically about petrol and other product used in the car industries.
- 5. 3 Times WorldChampions November 23rd 2014 November 29th 2015 November 27th 2016
- 6. 0 2000 40006000 8000 10000 12000 14000 2016 2015 2014 Petronas Dagangan Profit Before Tax (Year Ended 31 December) Millions
- 7. Comparison with otherplayers in Malaysian market (source: http://www.intellecpoint.com/)
- 8. References Neidlinger, J. (2017,January 26). 3 Unusual Ways To Create Exclusive Content That Attracts A Crowd. Retrieved October 10, 2017, from https://coschedule.com/blog/exclusive-content/ PAYING HARD TO GET: EXCLUSIVITY IN MARKETING. (2016, February 25). Retrieved October 10, 2017, from http://skaibluemedia.com/blog-exclusivity-in-marketing/ N. (2017, October 02). PETRONAS' winning formula. Retrieved October 10, 2017, from https://www.nst.com.my/news/nation/2017/10/286462/petronas-winning-formula PETRONAS Primax - Formula One™ engineering, for everyone. (n.d.). Retrieved October 10, 2017, from http://www.primax.my/ F. (1970, January 01). SERIOUS Investing. Retrieved October 10, 2017, from http://www.intellecpoint.com/
- 9. References Petronas Dagangan RegistersProfit Of Rm709.3 Million For 2014. (n.d.). Retrieved October 10, 2017, from https://www.mymesra.com.my/PDB_Announcements-@- Petronas_Dagangan_Registers_Profit_Of_Rm709.3_Million_For_2014_.aspx PETRONAS Dagangan Berhad registers improved profit for Q1 FY2016. (n.d.). Retrieved October 10, 2017, from https://www.mymesra.com.my/Press_Release-@- PETRONAS_Dagangan_Berhad_registers_improved_profit_for_Q1_FY2016.aspx Petronas Dagangan registers record profit in 34 years. (2017, April 19). Retrieved October 10, 2017, from http://www.themalaymailonline.com/money/article/petronas- dagangan-registers-record-profit-in-34-years
Editor's Notes
- #2 You look at your surroundings, what attracts people’s attention? Everyone has a different view a different opinions. Some people say colours, fonts, etc. How I see it? I say exclusivity. It is not the main attraction. It is not measurable. How do exclusivity in ads attracts customers?
- #3 How do you make people want something? Use exclusivity. People like things that are exclusive. They want what they can’t have. They want what others covet. They want things that signal to the world that they are one of a select few. It’s in our nature as consumers. Exclusivity makes people want something, and it works in two ways: Not everyone gets in. This requires a product that is so good, so clever, so desirable, such a status symbol, that people are frantic to get in on it. Everyone gets in, but only through our channels. This requires a product that is excellent, people have to be able to find it easily enough, and you have to have a method for keeping control of how it spreads (think DRM). Appeal: “I want this.” Powerful Only Factor: “I really want this, and I can only get it from you.” Exclusivity: “I can only get this from you.”
- #4 For examples: driving a Bentley Why? I give you an example. cars. I love cars. If you’re driving on a highway that’s full of traffics, you see all kind of cars, different colours, models. But what grabs my attention, a car, that you never seen it before it in your daily routine. Now, think. If you can get the exclusive car, you will feel and look good.
- #5 Petronus is a petroleum company. So how did this company use exclusivity to I work in Twin Tower, KLCC You work in Majlis Bandaraya It’s exclusivity because Even though I only work as secretary You work as the Head of Majlis Bandaraya Mecedes-Benz Formula One
- #8 To illustrate comparisons with other players in Malaysia market in terms of market size. Profit before tax