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Awareness: Telling customers, "FYI, product X exists. Here's how it works. It's available if you need it."
Persuasion: "4/5 doctors prefer Camels" or "Verizon: America's largest 4G LTE network"
Promises: promises can be explicit, like a guarantee or warrantee, but more often implicit, in the form of a brand image. Disney makes a name for itself as a purveyor of "family-friendly entertainment," customers come to rely on Disney to provide exactly that
Signaling: an ad conveys valuable information simply by existing. "We're willing to spend a lot of money on this product. We're committed to it."
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126 reads
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Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product.
What...
31
100 reads
This ad works on an individual level and a cultural level:
The emotional inception: The above ad creates an association between the Nike brand and the idea of athletic excellence. Over time and with enough exposure, the customer wi...
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112 reads
Good advertising is using emptions to disrupt your rational brain, in a form of emotional inception. By associating a brand with certain emotions, you will pick the brand's product when chasing them.
Great advertising understands that our emotions are part of a cul...
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606 reads
The portrayal of humans as agents who are consistently rational and narrowly self-interested, and who pursue their subjectively defined ends optimally. Sometimes our economic models think of consumers as having fixed preferences or fixed goals. It's a simplification as consumers ...
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132 reads
Rather than attempting to persuade us (via our rational, analytical minds), ads prey on our emotions. The objective of advertising is to seed positive ideas & memories that will attract you to the brand. Associations between emotions and the product grow and deepen over ...
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141 reads
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