The Persuaders

I thought "The Persuaders" video was very informative about the Advertising Industry today.They showed many effective efforts to make SURE the Ad is seen by the consumers. They discuss how Americans find it comforting to be part of a brand "cult". They discuss SONG Airlines and the lifestyle they are selling. When you join/buy a brand then you belong to a group and feel a sort of acceptance. The brand "cults" such as Mac users buy and use Mac products for the Brand experience. It is also successful when companies establish lovemarks. Lovemarks are when brands create love without reason for their product. Back to SONG Airlines. They focus on understanding and accomplishing the needs and desires of their consumers. They realize that consumers want an affordable Airline, but also a classy one. They focus on the desires of the people, specifically the women, who ride SONG. I feel that all of these persuasion techniques are only going to improve the future of advertising.

Four Questions for Exam

Chapter 3

What does the 'Gatekeeper' do in the Buyer Behavior process?
A. Individuals who authorize purchases
B. Individuals who make the Purchase
C. Individuals who control the flow of information to members
D. Individuals who actually use the good or service

Chapter 4

What are the sweeping guidelines concerning the essence of the company's marketing efforts?
A. Strategies
B. Tactics
C. Benefits
D. Objectives

Chapter 6

What is the term for a strategy designed to move the consumer from understanding the product's benefits to linking those benefits with personal values?
A. Visual Esperanto
B. Leverage point
C. Product Attributes
D. Consumer Benefits

Chapter 7

The three types of message strategies in Advertising design are: Cognitive, Conative, and__________?
A. Animation
B. Promotional
C. Authoritative
D. Affective