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.
Reflexive and intensive pronouns are kind of like twins. They look the same, but they are actually different. So, what's the difference between these two pronouns?
Reflexive and intensive pronouns are kind of like twins. They look the same, but they are actually different. So, what's the difference between these two pronouns?
What makes your brand different? A guide to being more competitiveguest18b160
This is a world where you and your competitors are largely selling products with similar benefits and features.
This is a world where the fragmentation of media makes it tougher to get your message to your consumers.
This is a world where brand owners find their trade customers are not only their access to consumers - but increasingly their biggest competitors.
This is a world where you need to think about how you you can ensure that you are building a long term competitive advantage based on a unique, different but relevant and compelling offer to your consumers.
In order to do this, what few key things should you be doing to make you different enough to generate value and long term growth in today's competitive global marketplace?"
W3 Reading MarketingPositioning and ProductsThis week we will .docxcelenarouzie
W3 Reading Marketing
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.
This presentation is about radical differentiation for businesses. There are winners and losers in business. The winners learn how to RADICALLY differentiate their business from ALL competition.
Build a digital-first brand | Brand building framework | Branding case study for CAROL Bike
Join our free webinar to come on the journey of rebranding a fitness company and watch its transformation from a mediocre visuality to a modern, digital-first brand built based on customer insights and big idea. Learn how branding has evolved in the digital age, discover how to build a digital-first brand, and master a step-by-step brand-building framework.
Agenda
Understand the importance of brand building.
Learn about the evolution of branding.
Master a brand-building framework.
Examine the CAROL Bike case study.
Branding - Creating a personality for your product!Bettina Grr
What is branding and why is it so important?
During the presentation you will find out how to create a personality for your product, service or company. A brand is the promise you make to your users. Follow these five groundrules to uncover or create your brand:
1. Your brand sets you apart.
2. Your brand is ingrained in all your company.
3. Your brand is who you are.
4. Your brand is the connection to your audience.
5. Your brand gives you loyalty.
BU504 - Integrated Marketing Communications
Instructor: Michelle K. Bonny
Southern States University
Week 3 – Discussion Question
Bruna Martins
As a consumer, do you believe yourself to be highly influenced by brand communication that effectively manages messages that are aimed at presenting product(s) as part of a desirable lifestyle? Also, from this perspective, do you agree with the statement in the article that, "You can buy what’s in the photo, but what you’re really hoping to purchase is access to that lifestyle"? Explain your point of view as a consumer, with reference to your own use of, or experience with, social media platforms, such as Instagram, in which brand messages offer connections to an "ideal" or "dream" life.
As a consumer, I believe I’m highly influenced by brand communication, specially on Instagram, because I’m always there, checking the news about my friends, famous people or products.
Instagram is a simple way to capture and share the world’s moments. You can follow your friends and family to see what they’re up to, and discover accounts from all over the world that are sharing things you love. There is over 500 million people on Instagram and they can express themselves by sharing all the moments of the day but is also a great tool for brand communication.
I totally agree with the statement in the article that says: "You can buy what’s in the photo, but what you’re really hoping to purchase is access to that lifestyle"?. I agree because Instagram make us feel like all the people in the world are enjoying their lives, make us feel like they are perfect and have a perfect life and that’s not true, so I think people buy what’s in the photo to feel a little bit like the person who is wearing or using the product, what is great to the brands, but not that good for the real people and real life.
BU504 - BU504 Integrated Marketing Communications
Instructor: Michelle K. Bonny
Southern States University
Week 1 – Discussion Question
Bruna Martins
My name is Bruna Spera Martins, I am 27 years old, I have a bachelor degree in Odontology and I already had some experiences studying abroad and working in the field.
In 2013 I did an ESL program in San Diego-US, and I had great experiences over there. I really got to know the American culture and made American friends. That time I was 22 years old and I could notice how I got so much better as a person and how to deal with different type of things on my own.
I started to study Odontology in 2010 in the Paulista University (UNIP) and while I was studying I did an internships in the field. My internship was as a dental hygienist in my family’s Dental Clinic. My job there was to see patients and help them with dental cleaning and whitening.
After I had my internship experience, in 2013 I decided to study English to improve my skills and be able to do dental specific courses and programs.
And it was in 2013 that I went to California, .
Welcome to the Program Your Destiny course. In this course, we will be learning the technology of personal transformation, neuroassociative conditioning (NAC) as pioneered by Tony Robbins. NAC is used to deprogram negative neuroassociations that are causing approach avoidance and instead reprogram yourself with positive neuroassociations that lead to being approach automatic. In doing so, you change your destiny, moving towards unlocking the hypersocial self within, the true self free from fear and operating from a place of personal power and love.
2. Dictionary.com defines the word
implicit as:
◦ Implied or understood though not directly
expressed.
3. What is the
implied message
with this ad?
Why might some
people be angry
about this?
4. Even in the year 2012, some people are under
the assumption that it is a woman’s role in life to
clean and take care of the household.
While it’s true that some women are still stay-at-
home mothers, where it is their job to take care
of the house and children, today, more than ever
before, mothers and women are staying in the
work force, even while they’re raising families.
The stereotypical “housewife” is slowly going
away in Canada. Therefore, some people find it
rather offensive that the majority of cooking and
cleaning product advertisements all contain
women using these products.
5.
6. This is an example of implicit advertising as it
implies a rivalry between the mentioned car
manufacturers (Subaru, BMW and Audi).
The advertisement congratulates and shoots
down the efforts of the other car
manufacturers in one sentence, which could
be considered as being quite patronising and
again demonstrates the rivalry.
7.
8. This is another example of implicit
advertising which again implies a rivalry
between two more car manufacturers, BMW
and Jaguar.
This advertisement uses no written
communications whatsoever, just two car
bonnets facing off to each other, like a head
to head, showing more of the BMW making its
presence more prominent implying it’s the
more powerful car.
9. Dictionary.com defines the word
explicit as:
◦ fully and clearly expressed or demonstrated;
leaving nothing merely implied; explicit
instructions; explicit language.
◦ clearly developed or formulated: explicit
knowledge; explicit belief.
10. When you deconstruct an advertisement
(or similar media text) you are using reading
and thinking strategies to understand the
messages.
Some messages are very obvious (in your
face!) and have what we call explicit
messages.
Here is an example of an explicit message:
11.
12. When you deconstruct advertising some
messages are less obvious because the
producers of the media text have provided
only clues.
Take a look at the following media text. It’s a
poster produced jointly by the government of
British Columbia, the Lung Association and
the Ministry of Health.
13. 1. What are the explicit
messages contained in this
media text?
2. What are the implicit
messages contained in this
media text?
3. What questions did you ask
yourself as you viewed this
poster?
4. In your opinion, how effective
were the producers in
communicating their message?
14.
15. Testimonial
◦ Using a person (usually famous) to vouch
for a product
◦ Makes the product seem more valuable
◦ Example: “Hello. I’m Jessica Simpson, and
when I want clear skin, I use Clean and
Clear.”
16. Transfer
◦ Encourages you to change brands by
introducing a new product that’s better
than the competition.
◦ Example: “IB-Vill. The new #1 headache
medicine with 30g of chlorophyll
hydroxate.”
17. Plain Folk
◦ Used to appeal to “everyday” people
◦ Example: “Use Bounty dryer sheets. It will
remind you of the way mom used to do
your laundry.”
18. Scarcity
◦ Technique to suggest there is a limited time or
number involved in purchasing the prodcut.
◦ Example: “Act now … first 20 callers will pay only
$19.99.”
19. Band Wagon
◦ Encourages you to buy their product
based on the fact that other people have.
◦ Example: “Rogers Wireless. Have you
joined yet?”
20. Snob appeal
◦ Encourages you to buy the product
based on the fact that rich/upper class
people do so.
◦ Example: “She lives in L.A. and spends her
summers in Vegas. She wears DaLuLu
perfume.”
21. Facts and figures
◦ Encourages you to buy the product by
appealing to your want for scientific proof
◦ Example: “Crest whitening strips will make
your teeth 5x whiter in 3 days.”
22. Hidden Fears
◦ Plays on people’s fears to encourage
them to purchase their product.
◦ Example: “Don’t lose friends. Use
Smell-Great deodorant.”
23. Repetition
◦ By repeating a word/idea, advertisers
hope to get your attention in hopes that
you will purchase their products
(infomercials are the worst for this).
◦ Example: “Nature – Glow. The only natural
shampoo with nature’s pure ingredients to
bring out the natural glow of your hair.”
24. Magic Ingredients
◦ Encourages you to buy based on the idea
that you won’t be able to find another
product containing the same ingredients.
◦ Example: “Drink Eau-Boire water. The only
water with H2O and Vitamin B3.”
25. Weasel Words
◦ Encourages you to buy the product
by enticing you with words like
“new & improved”, “better than ever.”
◦ Example: “New Listerine mouth wash
will give you minty fresh breath.”