Persuasion

Question 1

What are the challenges for Marketers?

Answer 1

• Competition for Attention: World is full of ads (constantly)
• Attention is Limited: Mind is a funnel
• Attention is Selective: Confirmation bias / familiarity must be overcome in order to introduce something new.
• Attention often Divided due to multitasking.

Question 2

How to gain consumers’ attention?

Answer 2

Self-relevant (relevant to important needs)

Pleasantness

• Attractive visuals
• Music
• Humor
• Children & Animals

Surprise

• Advertising is best when it combines product benefit with surprise.
• Advertising must constantly change to ensure surprise.

Easy to process

Question 3

List Maslow’s Hierarchy of Needs

Answer 3

• Physiological: Water, sleep, food
• Safety: Security, shelter, protection
• Belongingness: Love, friendship, acceptance
• Ego Needs: Prestige, status, accomplishment
• Self-Actualization: Self-fulfillment, enriching exp’s

Question 4

How can orgs increase customers’ ability?

Answer 4

• Prominence: Full pages, loudness
• Concreteness: Testimonials, pictures
• Contrast: Color ads in B/W newspapers or B/W in color magazines

Question 5

Brand Equity and how does it help marketers?

Answer 5

Differential effect/premium of brand knowledge/familiarity on consumer response to brand, which helps marketers determine:

• Price premium over unbranded alternatives.
• Brand’s ability to extend to other categories.
• Barriers to competition.
• Leverage in distribution channels.
• Brand’s ability to be licensed.
• Firm value during MNA’s

Question 6

What affects a customers’ brand knowledge?

Answer 6

• Brand Awareness: Brands garner greater attention & consideration.
• Brand Associations:
  • 1º Associations directly related to brand.
    e. g. attributes/benefits/category, usage, personality.
  • 2º Associations indirectly related to brand.
    e. g. country of origin, letters of particular language.

Question 7

What are the key properties a strong brand association must have?

Answer 7

• Strong: Easy to recall.
• Favourable: Good for brand (causes confirmation bias).
• Important for consumers.
• Unique vs. competitors.

Question 8

Distinguish between category and competitive points of parity.

Answer 8

• Category Point of Parity: Brand offers necessary, but not sufficient category features.
• Competitive Point of Parity: Brand feature negates competitor’s differentiation point.

Question 9

Define Brand Personality and what are the benefits of a strong brand personality.

Answer 9

Human traits that consumers attribute to brand.

• Brand more easily remembered.
• Brand is more self-relevant.
• Allows org to focus design of touch points
  (e. g. product, store, website, ad campaign designs).

Question 10

What are the 5 brand personalities

Answer 10

• Excitement: Youth, Daring, Energy, Outgoing, Fun, Independent, Unique, Imaginative
• Sincerity: Thoughtfulness, consideration, manners, realness, sincerity, down-to-earth
• Sophistication: Style, glamour, international, confidence, persistence, leading
• Ruggedness: Masculinity, western, outdoors, toughness, ruggedness, strength
• Competence: Reliable, hardworking, solution, intelligent, technical, resourceful

Question 11

Describe the reasons for the increasing power of store brands

Answer 11

• Store brands sell for cheaper
  (wins when decisions based on price & not brand).
• Store brands advertising more.

Question 12

When is co-branding (in)effective?

Answer 12

Effective when brands either:

• Reinforce each others’ existing brand associations.
• Adds new & favourable brand associations.

Ineffective when stronger brand diluted by weaker brand.