GMGT 2010 Lecture Notes - Lecture 1: Salea, Vehicle Insurance, The Travelers Companies
9 Nov 2016
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Two types of audience 1) category type audience targeted by industry or professionals or members of a club. Consider these questions the readers will be asking. Use effective headline to elicit immediate response. Focus simultaneously on sales purpose and the readers interest. *** do not refer to the product or service you are selling- which is indirect strategy, ** the american way of making an appeal is very direct and very personal. Free offer or bargain (heres how to save 500 on your next vacation) Promise(you can raise your investment by 10% every year) Questions(/geicho"s ad would you like to buy car insurance and save 15%?) Describe the product clearly and emphasize the central selling point. Example: (cid:498)the air miles travelers" insurance will rid you of the high costs and accompanying anxieties of sickness or injury in foreign countries. (cid:499) Desire: an emotional response that propels people to action.
