The Persuaders

* Neuromarketing ( psychological ) [11/30/2010]
This is the science of selling. It helps reach the part of the brain that makes decisions. The companies may use focus groups to interview. The information that is received may be used to create advertisements or change a product. Neuromarketing is where people try to understand the consumer (why they buy what they buy, needs and impulses, thoughts, appeal, etc). It is referred to as "the code." Appeal is used to relate to the consumer.
 Example: When people think of SUV's, they think of domination. This is why these vehicles seem more intimidating and big; the people creating the products made vehicles bigger, with tinted windows to appeal to the "domination" feeling needed from the cars for the consumers (Rapaille).

* Emotional branding [12/3/2010]
80% of life is emotion, only 20% is intellect. Questions that may help measure emotions are agree/disagree or believe/disbelieve. Lunts believes that you have to use certain words to describe your policy. Different words resonate with people differently, and this causes a larger emotional reaction. Some believe that emotional branding may be hiding what is fact (political advertising).
Example: Words like, "In with the good, out with the bad..." are going to make a policy sell better. "Estate tax vs Death tax."Some people use the words "Global climate change" as opposed to "Global warming." In the video, people also used a special message catered to each demographic group in order to find out what people would react to in the political campaigning. 

* Branding/creating a culture around a brand [12/3/10]
Branding creates an identity. Wikipedia notes, "Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect." All of this creates an experience. Branding is meant to be noticed.
Example: The breast cancer logo can be recognized anywhere. Different products are sold with the logo in order to create awareness or make money. Images can be used as well, but the logo is always included to make sure it is branded and noticed. Our culture notices this symbol anywhere. It has become second nature to see a pink ribbon and think breast cancer. It impacts us anywhere we see it. It is a common brand that is known all over the world.

* Narrowcasting [12/3/10]
Narrowcasting is used to reach a specific list of people. Narrowcasting is used to appeal to a specific set of people. Consumers react to this because we like to hear that we come first. Human nature is to be selfish. We want to come first, so we like when people or companies seem to be directed toward us.
Example: Democrats in the video stated that they use a computer system to narrow down different lists of people. This may be based on a specific profile. This profiling can be used to send emails to people who are likely to vote for a specific individual. Cable television could also be used as a broad example. People subscribe to cable television, so it reaches a certain set of people. Song used, "Welcome aboard you savvy shopper you."

* Rhetorical marketing [12/3/10]
Rhetorical marketing has an impact through ethos, pathos and logos. This means that it appeals to emotion, logic, and beliefs or ideas.  This is used in different types of advertising such as emotional marketing. It is done by picking the right words in advertising to successfully persuade. This can be done through text, visuals, and logos in advertising.
Example: An example from a PDF document notes a shampoo commercial: “Helps control dandruff symptoms with regular use.” The weasels include 'helps control,' and possibly even 'symptoms' and 'regular use,' both of which are vague. The claim is not that the product 'stops dandruff.' The way the company plays on words is an example of rhetorical marketing.

* Under the radar marketing[12/3/10]
This is when something is made to go unnoticed, or look like something it is not.
Example: When the Boston Harold made their newspaper to look like the New York Times in the video shown in class. Or, when you type in the wrong URL to a web page, a similar looking page comes up.


* Across-media marketing[12/3/10]
Across media marketing is used to market a specific product anywhere, as opposed to just on commercials or billboards, or traditional advertising spots. A company may put their product in a movie to grab attention of the people watching the movie. This crosses over with product placement.
Example: An example of this may be coca-cola being the only soda throughout a movie. People may be buying specific products such as a Dell computer, or an iPod. These products are not just on advertisements, but the companies are paying to advertise them in movies or posters, etc. 


* Product placement across media [12/3/10]
Example: When you are checking out at a grocery store, the magazines and candies (also known as impulse items) are put near the register. This is placed near the register because you have to wait in line next to the products. Many people find these items unnecessary, but hard to resist. Also, grocery stores put dip near the chips. Often, because of this placement, people buy both the chips and the dip, even though the really go in for only the chips. Because the products compliment each other, and they are placed close to one another, people are more likely to buy them together. One final example is when a specific product is presented in a movie. A Dell computer be presented in a movie.