10 - 08 - 09.docx - 10-08-09 Chapter 7 Strategies and...

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10-08-09 Chapter 7 Strategies and frameworks - Message Stratgies o Cognitive Generic Preemeptive Unique selling proposition Hyperbole Comparative o Affective Resonance Emotional o Conative Action inducing Promotional Supprt - Executional Framework o Animation Use by firms with small budgets Increased due to advances in cgi Claymation o Slice of life Encounter Problem Interaction
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Solution o Testimonials Business to business ads Service sector Enhance credibility Source Customers Paid actors o Authoritative Expert, Scientific or survey authority Independent evidence (Seals of approval, consumer reports) Business to business ads Cognitive processing Specialty Print media o Demonstration Shows Product use Business to business sector Video/Tv/internet o Spokesperson Celebrities CEOs Experts Typical Persons - Source Characteristics
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o Credibility Attractiveness Trustworthiness
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This note was uploaded on 09/08/2010 for the course BUS 134B at San Jose State University .

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10 - 08 - 09.docx - 10-08-09 Chapter 7 Strategies and...

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