The 4Ps of Marketing
Persuasive advertising techniques
1. Repetition - A slogan is repeated so often that we begin to connect a brand name with a particular product or service.
2. Endorsement - When a celebrity (e.g. Brad Pitt) appears in the commercial. They use the product and say good things about it. 3. Emotional Appeal - Advertising that appeals to our basic emotions. (eg. happiness, sadness, fear, anger, surprise, and disgust) . 4. Expert Authority - When the advertisement shows an expert telling us about the good points of the product. 5. Snob Value - When the advertisement appeals to our desire to appear richer, more successful, or to have a better lifestyle. 6. Comparison - When the advertisement lists the qualities of a product in direct comparison with a rival product. 7. An appeal to fear or anxiety - Similar to number 3, but it works on our fears or anxieties – e.g. "If you don't use this vitamin, you will become sick easily." 8. Special offers and free gifts - This is a very simple and direct appeal - e.g. "This sale is only on until this Sunday" or "Buy this computer and get a free iPad". 9. Association of ideas - This is usually visual. For example, some cigarette advertisements show attractive, healthy people smoking and enjoying themselves. The association is that smoking = good times and fun. 10. Anti-advertising - This is a modern type of advertising which makes use of humor, and it makes fun of the techniques of advertising. |
Marketing Report
Over the last few weeks we have looked at the elements involved in inventing and marketing a new product.
Now it’s time to put what you have learned into practice to show that you have understood it. Marketing Report You will create a Marketing Report for your invented product. - You can use Word or Pages, but you must send it to me as a PDF Organization Use the 4Ps to structure your Marketing Report 1. Product Explain your invention - what it is and how it works Explain why it is necessary Explain the name of your product Explain what your slogan means Explain what your logo means 2. Price How much will it cost to make? Do you have any competitors? How much will you sell the product for? 3. Place Where will you make it? Why? Where will you sell it? 4. Promotion Show and explain your TV commercial Deadline Email it to me by 5pm, Monday January 16th. |
Example