{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

3 lecture notes - Unit3 Monday Advertising Techniques...

Info icon This preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Unit 3 19:23 Monday Advertising Techniques Association Principle Associate product w/ cultural value or image One image for 30sec tv or 15 sec on radio Associate product with positive ideal. BY music , Not connected with proof Positive connotation Little connection w/ product Examples: Axe and sex, Old Spice commercial Traditionally bought by women, but slowly changing Twix Better liar Mento’s European ads Orbit Gum
Image of page 1

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

View Full Document Right Arrow Icon
Dirty mouth—make language better Audi Get away from the cops High Culture and Art Associated this value (elite) with product Pears Soap Innocence Regained Advertising as art, artistic expression Product is an art form Target and graphics, jumping through logo SoBe—first 3D commercial Ipod- silhouettes Music videos can serve as ads for songs Personalizing Cooperate Face Lydia Pinkham Ultimate mother So well known, in jokes, in cartoons, in pop culture Give corporate a real face Dell guy Geico Gecko Trix rabbit
Image of page 2
Creating Needs Did you know? Listerine If you don’t use our product you’ll always be alone Originally used to clean toilet Diamonds Engagement rings used to be made out of different types of stones Other examples? Shampoo, all these other products White teeth Deodorant Anti perspiring Roses on valentines day Pre-emptive Claim Commonplace traits as something special Examples Cigarettes are all “toasted” Beer is all made with clear filtered water By definition lite beer is Low in carbs Positioning in Calendar (so sales increase) Placing your product as part of the normal cycle
Image of page 3

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

View Full Document Right Arrow Icon
Coke image of Santa carries through pop culture Others? Turkey ads Jewelry for Valentines Budweiser horses for xmas Creating an Image Marlboro Man Masculinity died of lung cancer Association You will be associated with this guy and what he represents Identification Image Others Bret Farv Cover Girl Michael Jordan shoes Free Credit Report. Com Branding Branded products are worth more Spend 50% more
Image of page 4
“Dapper Men” Exclusive Product Similarity COACH Walking billboard There are quality differences but people are worried about brands Man in the Hathaway shirt Challenging Expectations “You’re too smart to be fooled” approach, smart consumers buy our products VW campaign Cars -- It was all bigger is better, cars with wings, get girls, life is better, you’ll be liked VW- here’s a car that’s fuel efficient, you should buy it Other examples Tampon Commercials making fun (new brand) State Farm Ads a Cultural “dipstick As reflection of culture Limited time/space Therefore use of stock characters, settings, stories Instantly identifiable
Image of page 5

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

View Full Document Right Arrow Icon
Already know background Reflecting social values and desires Targeting Mainstream audiences Inoffensive (although sometimes irritating) MTV shock value (the exception) Old navy ads Use interactial families (hadn’t seen them in ads while chock was in Hawaii) Positive response What was acceptable in certain time periods.
Image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern