MGMC12H3 Study Guide - Rosser Reeves, Brand Equity, Kodak
Document Summary
Advertising is paid non-personal communication from an identified sponsor to persuade or influence an audience. Era of print (1900s mnemonic) category brand. Claim brand is part of the category (with cute slogans and logos). Slogans are easier to remember due to its mnemonic aid (via music, logo) or vivid visual imagery. Mnemonic = cues or prompts (like rhymes) to help you remember relevant information. Typical print ad in this century lacks proof to support claim in ads (ie: 1890 curative electric belt) and was not very creative involving heavy text (ie: 1908 kodak). 1911, laws were established to deter lying in ads. Era of innovation and credibility (1930s benefits) category brand benefits. Claims of creative functions and benefits linked to brand of competition, agencies to attract clients (needed to be persuasive must be real benefits, could not lie). Era of competition (1950s usp) category brand benefits.
