MKT 428 Lecture Notes - Lecture 9: Relate, Cost Estimate, Competitive Advantage

• School: University of Dayton
• Department: Marketing
• Course: MKT 428
• Professor: Tracy Harmon- Kizer

Document Summary

Approach used to atract consumer"s atenion and/or inluence their feelings toward product: creaive execuion style i. Manner in which a paricular appeal is turned into an adverising message presented to the consumer. Informaional/ raional appeals: focus on the consumer"s pracical, funcional, or uilitarian need for the product or service, emphasize i. ii. iii. Features of product or service and/ or the beneits. Reasons for owning or using a paricular brand. Feature appeal- focuses on the dominant traits of the product or service: types of informaional appeals i. ii. ii. ii. ii. Compares to another brand and claims superiority on one or more atributes. Focuses on dominant traits of the product or service. Makes product price the dominant point of the message. Involves a type of news about the product, service, or company. Stresses the popularity of a product or service by poining out the a. b. c. Number of consumers who use the brand/ have switched.