200086 Lecture Notes - Lecture 23: Copywriting, Marketing Communications, Neuromarketing
27 Apr 2019
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Document Summary
The goal is to move a customer along his or her impulse curve, initially encouraging a customer"s impulse, and making a call to action after that impulse level has been raised to its highest point. Use of particular words and images evoke habitual emotional responses, such as affection, familiarity, empathy, and desire for triumph/resolution: copywriting is using the right words and phrases for headings, captions, product descriptions, and other text. Different words describing the same thing can have very different connotation. Choices, for example, produces a positive emotional response, but trade-offs produces a negative one. Additionally, the copywriter and marketer must remember that the fear of loss is more motivating for most people than the promise of gain. Thus don"t miss out has more impact than this can be yours. : neuromarketing is perhaps the most important component of persuasion marketing, applying psychology to the marketing message.
