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 […]
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 basic process for developing a price strategy involves 6 steps. Develop Pricing Objectives Objectives should be clear. Are we appealing to a small market segment who expect to pay premium dollar? Are we attempting to enter a new market and quickly generate more demand? Your objective should say so. Identify Target Market and Potential […]
Strategies Whichever pricing policy is in place, it should be the result of a strategy that is in tune with your marketing objectives. Pricing generally falls into one of 4 categories: Psychological Ever wonder why some things are just expensive and most things on those “only on TV” ads are $19.95? The perception of quality […]
As a company’s goals and mission statements change and develop over time, products evolve through their life cycle, and external market forces create new treats and opportunities, the price of a particular product must change. Although there are legal limitations to how flexible prices may be, price flexibility is still possible. There are generally 4 […]
The price of an item is more than just a sequence of numbers and a decimal point. In actuality, the Price is any value exchanged for a good or service. A variety of terms can be used in place of price, including wage, salary, commission, interest, tuition, and rent. The price is whatever you exchange […]
In response to our 6 stages of product development, the collective consumer will typically go through 5 stages of his/her own. Awareness We (you do it too) become aware of the product’s existence. Generally, we have little to no information about it. Interest We display an interest. We go looking for more info. Assessment We […]
