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Unformatted text preview: Lecture 9 (March 16, 2010) (Continued from Lecture 8) 3. Differentiating the Products by : a) Using Pseudo-Claims e.g. Use a particular tooth paste, it will fight bad breath. e.g. Use a particular oil, it will fight dandruff. e.g. Use a particular cream, it will help to heal roughness. So the promise to fight , to help are promises that the products will try to produce results. They don ’ t promise that they will eliminate the problem. b) Comparing a product with an unidentified other Advertisers use slogans like: More cleaning power; Better cleaning action; Stronger whitening power. So, all these terms (more, better, stronger) involve comparison. But they compare with other product, or they don’t say that a product A is better than the product B. Or They don ’ t tell on what ground the performance of one is superior to another. And If a product is the best one, that means there is no other superior than the one claimed by the advertisers, or it is better than all others. advertisers, or it is better than all others....
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This note was uploaded on 02/05/2012 for the course COMM 405 taught by Professor Dr.athosluisjosep.fernandes during the Fall '09 term at University of Macau.
- Fall '09