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

5

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

6

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

8

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download