COMN12-302 Lecture Notes - Lecture 12: Brand Ambassador, Unique Selling Proposition, Brand Loyalty
12 Jun 2018
School
Department
Course
Professor
5/16/2017 9:03:00 AM
• Return of investment
• What I spend should never be more than what you earn back
•
• Principles
• A fundamental truth or proposition that serves as the foundation
for a system of belief or behaviour or for a chain of reasoning
• Marketing imperialism
• A business enters a new country and becomes so pervasive that
local businesses go out of business
• Hyperlocalism
• Top of mind
• Brands consistently want their symbols to be known as soon as
they are looked at.
• Top of mind brand
• Advertising
o Identifies a current problem
o New product
o Remind, reinforce, and promote
• Advertising should make you feel
• To be truly persuasive, in equal part appeal to heart, logic, and
morality
• Push toward action
Reaching the largest/best audience possible
Price, place, product, promotion
Advertising functions
• Cultivates consumer relationships
• Builds brands
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find more resources at oneclass.com
Assignment One content 16/05/2017 9:03:00 AM
• Focussing on effectiveness
• advertiser (what agency)
• type of ad
• purpose of ad
• to sell, evoke emotion, developing brand identity, etc. etc.
• ties to effectiveness
• if it doesn’t achieve purpose is not a ‘good’ ad
• target market
• what appeal to advertiser?
• Wider audience affected by ad*
• Analysis of ad’s effectiveness… did it fulfil its purpose
Effectiveness
• Is it suitable for the target market?
o Target market
▪ A segment of the population that we are specifically
wanting to target
▪ Demographics, geographics, psychographics
o Target audience
▪ Anyone who sees the campaign that isn’t in the
target market
• What are the best/worst features?
• Further reading and research
• What changes would you make to the ad
• Reference/cite (APA)
• Grammarly
THEORY
• Cidalini
o Six (now seven) key principles of influence
▪ Reciprocity
Obligation to give when you receive
i.e. someone inviting you to a party because
you invited them
saying yes to someone you owe
be the first to give, what you give is
personalised and unexpected
people trying to give you a gift
find more resources at oneclass.com
find more resources at oneclass.com
obligation
1. Make customers feel special and
unique
2. give customers a gift of value that
benefits them outside your relationship
with them or use of your product
3. suggest ways that customers may
reciprocate
4. be the first to give
5. don’t let the circle end, keep the
relationship going.
▪ Scarcity
People want what they have less of
People want scarce resource
Not enough to include benefits, but what is
unique and what they stand to lose if they
don’t say yes
• Limited edition, numbered, sell out (i.e.
make up)
o This thing is special because it’s a
scarce resource
▪ Authority
Following the knowledge of experts
Important to signal to others what makes you
a credible, knowledgeable authority
▪ Consistency
Looking for and asking for small initial
commitments that can be made
Voluntary, active, and public commitments in
preferably writing
Membership levels/loyalty programs
▪ Liking
Three factors:
• Similarity
• Compliments
• Co-operation toward mutual goals
• Brand ambassadors
find more resources at oneclass.com
find more resources at oneclass.com
