STRC 2112 Lecture Notes - Lecture 14: Psychographic, Brand Loyalty, Joiner
18 Apr 2018
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Chapter 14: the use of persuasive premises in advertising and imc: integrated marketing communication or imc. Goal: to build a one-to-one dialogue or a unified and personalized relationship between brands and consumers: tasks of advertising and their tactics. Generate traffic: tactics to get people to come into the store. Loss leaders: items that go off for less, lead consumers to the store by taking the loss. Free offer : people come in for free item, stay to buy something else. Special attraction or event: ie. celebrity appearances at clubs. Comparative advertising: advertising in which there is mention of a specific competing brand and a comparison that must be stated or implied to show why the competitor is inferior. Basis of most ad comparisons relates to the way features produce consumer. Generate qualified leads: educate buyer about their brand. Identify persons who most likely want or need the product category and then promote the brand of that product to them.
