COMM245 Lecture Notes - Lecture 7: Soft Sell, Hard Sell, Psychographic

• School: University of Delaware
• Department: Communication
• Course: COMM245
• Professor: Shupard

Document Summary

Advertising and public relations: name the three types of advertising. Informational, hard sell, soft sell: name the three categories. Demographics advertisers use to construct the audience. Subliminal messaging and motivation research (using social science techniques to determine what factors cause people to purchase certain products: age, income, gender, etc. Informational: based on statistics and facts, appeal to one"s logical side. Hard sell: often associated with a time frame, offer special incentives, repetitive and aggressive. Soft sell: associating someone attractive and popular with a product, appeal to one"s emotions. Earliest ads: newspaper, no true need for advertising, 2 types. Reason why why the product is better than competitors. Post-civil war: manufacturing was booming, expansion of travel options and industry, what company is credited with. One large company that owns many other, smaller firms in order to maximize income: associating a feeling and lifestyle with a company.