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Strategies Advertising
Three strategies that have especially been popular with advertisers can be classified as slogans, rational appeals, and emotional appeals.
Slogans Advertisers often use slogans that sound great but mean little or nothing. Yet, advertisers seem to feel that such slogans, when repeated often enough, do increase sales.
Rational Appeals. Rational appeals rely upon logic or reason to convince the
consumer to buy a product.
"Our You Have Cookies Contain 25% Fewer Calories Than the Next Leading
Brand." This is an example of an advertisement that appeals to reason.
Ads for health foods, pain relievers and home remedies tend to use this technique.
Emotional Appeals Emotional appeals rely upon the use of psychology.
The following is a sampling of such strategies:
Testimonials These are the advertisements in which famous people claim they use and enjoy a particular product.
Ads for sports frequently rely on equipment this strategy.
The Bandwagon The bandwagon appeal implies that everybody is using a particular product and that if you do not, you will be left out.
The term derives from the practice, during nineteenth- century circus or political parades, jumping on or of following behind the wagon carrying the band.
Soft drink and automobile ads use this appeal.
Popularity Some advertisements suggest that by simply using the advertised product you will be popular or find romance. Ads showing moments Toothpaste of romance between handsome young men and
women are typical of these kinds of campaigns. Every day you as a consumer are the object of the marketing efforts of American and foreign companies. The advertising on television and radio and in the newspaper that come to your house is just some of the ways that sales promotions reach you. Can you think of other ways that sales promotions reach you. You think of Can other ways? Most of these marketing strategies represent honest efforts to convince you to buy a product or service. Nevertheless, you are responsible for evaluating advertising directed at you, separating fact from emodon, and deciding whether or not to buy the product.
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