Ch 10 Book Notes - Chapter 10 Ex 10.1 Ten Message...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 10 Ex 10.1 Ten Message Strategies (only 5 are important) o Promote Brand Recall To get consumers to recall its brand name first; that is before any of the competitor’s brand names o Persuade the consumer To convince consumers to buy a product or service through high-engagement arguments o Instill Brand Preference To get consumers to like or prefer its brand above all others o Transform Consumption experiences To create a feeling, image, or mood about a brand that is activated when the consumer uses the product or service o Define the Brand Image To create an image for a brand by relying predominantly on visuals rather than words and argument Objective 1: Promote Brand Recall Simplest type of advertising: promote brand recall Evoked Set: a small list of brand names that come to mind when a product or service category is mentioned Two ways to achieve recall o Method A : Repetition To gain easier retrieval of brand names from consumer’s memory Advertisers do this by buying lots of ads and/or by frequently repeating the brand name within the ad itself o Method B : Slogans and Jingles The basic mechanism at work here is still memory, and the goal is still brand-name recall The most important implication of repetition and slogans/jingles is RESISTANCE TO FORGETTING o Method C: P-O-P Branding Pop displays serve as memory triggers By far the most important implication of repetition and slogans and jingles—they are USP o Unique Selling Proposition o Provides a reason to buy by associating the brand with one & only one attribute that consumers feel is important o The idea of emphasizing one and only one brand attribute is a very good idea o Ex 10.3
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/04/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas.

Page1 / 4

Ch 10 Book Notes - Chapter 10 Ex 10.1 Ten Message...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online