Advertising psychology - Un Blog de Marketing
Advertising psychology
Agenda
Advertising revealed
Advertising tactics
Elaboration Likelihood Model
Communication Model/Techniques 1) Who say? 2) What? 3) By what means? 4) To whom?
Methods of measuring advertising effects
Trends and future developments
Advertising Psychology
2
Advertising revealed
Unique Selling Proposition
USP is a motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer
The U.S.P.
is about uniqueness must sell must make a proposition
Advertising Psychology
4
Unique Selling Proposition
In best cases our brand or product is unique in itself or is determined to be something unique for a special target group
Can you provide three examples of unique products or brands?
Advertising Psychology
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Unique Selling Proposition
Unique
Advertising that promises a unique benefit, or a benefit that is
perceived as distinct and/or superior
Selling
Significant and relevant to consumers - persuasive
enough to incite action
Proposition
A clear, compelling consumer benefit that is delivered by the product
Advertising Psychology
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Unique Selling Proposition
Unique
taste, shape, color, different flavors
Selling
Bottles, cans & kegs
Proposition
The Beck`s experience
Advertising Psychology
7
Brand Wheel
Brand Essence
What the brand is / what the brand looks like: Physical/functional characteristics of the brand
Rational advantage for me. What the brand does: The results of using the brand.
Psychological advantage of using the brand: How the brand makes me feel about myself / how others feel about me, using the brand.
If the brand were a person: How would it be? Bold, shy, outrageous, sexy, simple, pure?
Brand Essence: The core of the brand. The sum of characteristics in the wheel.
Advertising Psychology
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