ADV 318J Chapter 10: Link Key Attribute(s) to the Brand Name + Scare the Consumer into Action
Document Summary
Objective #2: link key attribute(s) to the brand name. To get consumers to associate a key attribute with a brand name and vice versa. Associated with the unique proposition style, ad that emphasizes a supposedly unique quality of an advertised brand. Provide a reason to buy but don"t require the audience to think too much about the reason, association is automatic. Usually only one, but two are used if they are complementary. Evaluation is done through recall tests, communications tests, and tracking studies. Sometimes ups is price, but a lot of people use this. Ups is very efficient and once a link is established it will stay for a very long time. Being first to claim attribute can be extremely valuable (ex: Can"t keep switching, has to be long term. To get consumers to buy a product or service by instilling fear. Must go with some degree of thought to work.
