CRI 630 Study Guide - Final Guide: Anacin, Infomercial, Product Placement
18 Apr 2018
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Term re-cap ~ exam format: m/c, short answer, matching ~ Barnum: art of the promise: selling the dream, building anticipation, using accolades, celebrity endorsement and reviews, build hype: gather a crowd by showing them something they have never seen before and teasing the audience. Dove: campaign for real beauty: provoking digital interaction and engagement by sparking a conversation about perceptions of beauty, went viral on a global scale, increased sales. Dos equis: most interesting man in the world: building a character to create a brand identity, generation twist: character built on insight from research that young men"s greatest fear is to be thought of as boring. Chapter 3: john e. millais: associating value to your brand through endorsement, artistic beauty, testimonials (authority endorsement), depictions of aspirational. Chapter 4: claude hopkins life: the preemptive claim for interchangeable goods, making a product unique through positioning, research and psychology, claiming it first and coining a phrase: pepsodent smile.
