COM-583 Lecture Notes - Lecture 2: Snickers
15 Mar 2018
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A set of words that offer no insight, nothing new. Not everything has a unique perspective so you must find one. If you have a strategy that is a really good headline people will avoid it (it(cid:859)s (cid:374)ot a(cid:271)out (cid:271)ei(cid:374)g (cid:272)le(cid:448)er, it(cid:859)s a(cid:271)out i(cid:374)sight, i(cid:374)spiratio(cid:374), (cid:272)reati(cid:448)e, simple/elevator speech) An example of a good strategy snickers. What does the consumer need and how can we meet it (what is the hole and how can we fill it) It has nothing to do with the chocolate bar, but uses humor to show the benefits. Think of one individual that represents the target. E. g. (cid:862)pu(cid:271)li(cid:454) u(cid:374)dersta(cid:374)ds (cid:455)ou(cid:863) appeals a lot to emotion and loyalty. After 9/11 there was a lot of price advertising and this lost them business they had to go back to appealing to emotion. Social media made it more social and emotional (more transparent) If you have a creative insight you can create a strategy/campaign to push it e. g. old.
