mkt 405 notes
08/10/2007 12:08:00
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Creative tactics or appeals and executions
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Ogilvy – they way you say its is more important than what you say
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No one is really sure what is better the appeal or the execution
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Parabola shape relationship
o
See notebook diagram
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Rational appeals
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Feature benefit
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Tell consumer what product does for them
What do you want the internet to be?
Gives people a reason to by product
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Competitive advantage
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Small fry – doesn’t make sense to retaliate
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Begging for a response from competitive
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price appeal
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relatively simple
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easily combined with other tactics
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news appeal
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“now with” gives away news appeal
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being new gets consumers attention
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lexus add – with side airbags
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popularity appeal
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wide use or recommendation
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used with humor often
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emotional
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halo effect
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generate a powerful emotion
o

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- Fall '07
- Wilbur
-
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