COM CM 217 Lecture Notes - Lecture 15: Jack Trout, Soft Sell, Oneword

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 217
• Professor: Cakebread

Document Summary

Advertising : all advertising does is develop a set of expectations for the consumer. , all advertising is trying to convince people to do that is different from their, peter kim regimen. , jim avery. Strategy terms from the industry: rational strategy often hard to sell, product benefit, price as message, rational often = product/service, emotional strategy often soft sell, image oriented, implication, metaphor as message, emotional often = prospect. One-word descriptions to identify us: what benefits, attitudes, images, does the consumer associate with this. Position system: product or service: target, frame of reference, the benefit, or , point of difference. Examples: to female bargain hunters, marshalls is the retailer that offers the most. Brand soul: a community bank that never forgot its roots. Point of difference: restoring civility to the banking relationship. In the consumer"s mind, that is very important because of the perception that value and service have been on a low, slow decline.