ADM 2320 Lecture 23: Chapter 14 Notes (PART 2)
10 Dec 2016
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Chapter 14: integrated marketing communications (imc) (part 2) Unique selling propositions (usp): conveys core benefits to target audience. Best usps stand the test of time: differentiate a product by communicating its unique attributes, often becomes the common theme or slogan of the entire campaign. Gillette venus reveal the goddess in you. Gillette mach3 turbo the best a man can get. Chipotle you de(cid:272)ide (cid:449)hat"s i(cid:374)side: you have to recognize your audience. Designing the ad/message: message strategy & execution is key the appeal rational appeal vs. Appeals depend on target audience, chosen media, & type of product/service. Rational appeals: more cognitive & persuade using rational thought. Emotional appeals: persuade by triggering an emotional response rather than offering rational arguments. Kleenex dressed to kill (rational appeal) vs. kleenex tearjerker (emotional appeal) Comparison, image, demonstration, testimonials ex. losing weight, magic bullet, Musical, animated, mood, scientific, fear, lifestyle, fantasy, humour, sex. Companies tried to linking their message to audience.
