COMMERCE 3MB3 Chapter Notes - Chapter 8: Clif Bar, Comparative Advertising, Powerbar
25 Dec 2019
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Comparative advertising (comparing your brand to others: not allowed or accepted everywhere, need to support claims with data, avoid if you are the market leader, can be good for close followers, be careful if you are down-market. Comparative advertising: tiger sport taking on powerbar and clif bar. You"ll never have to choke down another energy bar . Types of appeals: rational/logical versus emotional appeals in general, appealing to the head or heart, humour and fear are very specific types of emotional appeals. Sex appeals: work better with men than women, better with younger audiences and when appropriate. Reasons why advertising: straight facts (razor pic: brand power commercials. Show how to resolve the problem: use a very credible source. Cigarette packaging australia: don"t leave them hanging, demonstrate the consequences if the problem is resolved, none visual branding (brand is still there) plain packaging. Expertise: meaning, match-up or fit with the product/service and ad.
