Do not be fooled into thinking that advertising is all powerful. Since every human action is governed by some sort of psychological program, advertising almost always has to interrupt one in order to be effective. […]
Class notes for Intro to Marketing: Copywriting, Irony, Paraellelism, and Reversal. Examples from assigned reading. George Felton, Advertising Concept and Copy. […]
As powerful and pervasive as advertising seems to be, it really isn’t a matter of “executing a Jedi mind trick on the sheep to separate them from their cash”.
When all is said and done, the consumer will either accept or reject the product on the basis of their experience with it. However, the messages that they receive from advertising will likely affect how the consumer expects that experience to go. […]
Before we start hammering out a cool headline or dreaming up a stunning visual effect, we need to do our homework. Identifying the Problem (which is often given by the client) is crucial to figuring out the correct message send to potential customers. If we are going to truly be able to communicate to our […]
One way to understand how advertising functions is to look at its Social Utility. These are the benefits that advertising is supposed to provide society: Advertising encourages people to act in their self-interest While we would like to think that people would rely on their self-preservation instincts, reality seems to say otherwise. People smoke, drink, […]
Having a great product at the right price in the right store at the right time means nothing if nobody knows it’s there. Communicating the features, benefits, and price of the product and informing the target market where to find it often falls to advertising. Advertising messages typically support the theme of the product / […]
The conventional theory Initial Satisfaction => Advertising => Desire to fill latent or unmet needs => Purchase => Greater Satisfaction Advertising is paid non-personal communication that promotes a product, person, service, organization, or idea. Messages are generally created for large audiences, and conveyed through Mass Media. Advertising generally falls into 2 classifications Product Product advertising […]
This is the one-on-one relationship between a sales rep and a customer, and is arguably the most successful form of promotion. Personal selling targets the very best Prospects, or potential customers, and provides immediate feedback that can be applied to the marketing strategy as well as the Selling Process. There are 6 steps in a […]
Promotions are not a “retail only” endeavor. Many promotional methods coincide with national advertising campaigns. This generates support and enhances the effectiveness of these campaigns. There are 3 common promotional methods Trade Allowances Trade allowances push products down the distribution channel by providing discounts or other reimbursements to retailers that promote certain items. For example, […]
Sales promotions operate within advertising campaigns to motivate customers to visit the store and/or buy the product. By encouraging customers to buy items at a specific time and place, the consumer buying process is accelerated. For example, when brand advertising is combined with sales promotions, consumers are informed about the product or service while prompted […]
