Sociology 2172A/B Lecture Notes - Lecture 4: Robin Leach, Diners Club International, Gordon Gekko
7 Mar 2015
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Hard-sell approach 1940s and 1950s: rosser reeves unique selling proposition (usp) Usp is the one fact about the product that makes it better. You beat the consumer over the head with that fact. Positioning approach 1960s: to show that your brand is different from other brands that are actually similar. Soft sell approach: about the emotional connection to the consumer, provoke some sort of feelings towards the product, quietly persuasive, indirectly gets the point across. Advertisement -> purchase -> indebtedness -> alienation -> Role of advertising: to manipulate us into buying with little reflection, advertisements. Restrain our distastes: hide things we wouldn"t like in a product. Marketing experts: associate success and social standing with a product. Lower income individuals: buy cars, cell phones, clothing. Consequences of consumerism: decreased savings, consumer debt, personal bankruptcies, credit card ownership. 1870"s marshall fields opens stores in a building. Henry ford: only made black cars.
