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mkt 405 notes 7

mkt 405 notes 7 - mkt 405 notes 10:08:00 AM Creative...

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