PPT-Lecture 4-5 Product Differentiation and Persuasive Advertising

Lecture Plan Superbowl Ads LI and Dorfman Steiner revisited Product differentiation and advertising Taxonomy of product attributes Search Experience Credence Taxonomy of advertising types. ELA. Would this technique get your attention?. Read each sentence. . Would it get your attention? Would it make you think about it?. Rate it on a scale from 1-9 with 1 being most likely to get your attention and 9 being no, not likely to get your attention.. Competitive Strategies . and Market Positioning. Competitive Strategy. Deals exclusively with management’s game plan for competing successfully and securing . a competitive advantage over rivals. Represents the firm’s specific efforts to provide superior value to customers by offering:. The linguistic message. Almost all images, in all contexts, are accompanied by some sort of linguistic message. . Roland Barthes introduced the concept of . anchorage. . . Linguistic elements can serve to 'anchor' (or constrain) the preferred readings of an image: 'to . Please copy your homework in your agenda: Complete Persuasion is all around us activity. . Attendance , Announcements . and DEAR time. Discussion on Persuasive writing, take notes in writing journal. Updated . October . 2014. Resistance . 34. 1. Learning Diary. The lectures follow an experiential learning experience. To make this work properly:. Obtain a learning diary (paper. ). A 10 x 13 bound diary . Lecture Plan. HW2. Exam 1. Prisoner's Dilemma. Empirical Studies of Advertising Effectiveness. Advertising and Media Planning . Definitions. Costs. Upfront Market. Today in Pricing Class. Guest Speaker . Lecture Plan. Celebrities. Humor. Comparative Advertising. Advertising Regulation. Model of comparative advertising. ADVERTISING CONTENT. Celebrities. ~ 25% of ads have celebrities in them. The general belief among advertisers is that advertising messages delivered by celebrities:. What is the message in the media selection?. . Cats everywhere are having a hard time smelling their boxes.. Persuasive Text- Techniques. Bandwagon. Def. : everyone is doing it. Appeal. Def. : use something the viewer values to get them to buy product . in Advertising. Note: Slides with red titles are used in the formal class lectures. Adapted from J. Scott Armstrong. Emotion & Mere Exposure 27. March 2016. Outline of this lecture. 3.1 Emotional focus. Weasel Words. Advertisers . sometimes use words or phrases that seem significant, but on closer inspection are actually meaningless. . You . have to look closely to determine whether the word or the claim has merit. CHAPTER 5: DIFFERENTIATION. Providing unique value that allows a firm to command. a premium price for its product or service. Relies on the consumers’ willingness to pay more. Differentiation Definition. Social Media-. Naming Rights-. Chik. -. fil. -. a bowl, . Naming Rights Deals. Superbowl. Ads-a 30s spot cost $4 million in 2014.  . $133,000 a second . 111.3 . million viewer. However. , increases in brand exposure and brand consideration . . In developmental biology, . cellular differentiation. is the process . where . a cell changes from one cell type to . another.. Most . commonly the cell changes to a . more specialized type. . . Differentiation .