The Persuaders

* neuromarketing ( psychological )
study consumers  cognitive and affective response to marketing stimuli
Study measures in the brain to track progress, used to measure consumer's preference on products
Example - researchers measured the brain to see how people think in relation to what they actually do. Measure people's satisfaction with products that they use. 


* emotional branding
"do you feel lonely when you eat bread" try to figure out what emotions are attached to products.
register moment by moment feelings of republicans/ democrats.
Emotional branding influences how the company advertises and markets the product because they are much more concerned with what people feel then what they think
Example- persuasion techniques try to persuade people to buy products by making an emotional connection

* branding/creating a culture around a brand
identity of a specific product. creating a name/culture changes consumers attitude on the product.
Example- airline "song" vs. Delta. crucial for song airline to build an identity. don't even show airplane in ads, focused on other aspects, tried to appeal to certain demographic which ultimately failed. shows the importance of advertising, it can make or break a product/company.


* narrowcasting
disseminating information to the general public. radio, tv, newspaper, internet.
Aim media messages at specific segments of the public
Example- "Cabivision"- a network in London cabs which shows pre-recorded TV programs which target taxi cab passengers.


* rhetorical marketing
what accounts for primal impulses? must understand the unspoken need of the people. good marketing research works- marketers understand need of customers. "give us what we want" changing slogans and words to have different meaning to appeal to consumer. by changing the rhetoric you can sell anything to the consumer. (FRAMING).
using technology to figure out what language for politicians to use. when both political parties agree with rhetoric of speach, he can tell, and knows whaent to use that wording when he wants everyone to agree. MANIPULATIVE.
Example- Global warming vs. Global climate change


* under the radar marketing
low- key marketing and advertising
Example- Advertisements embedded into cell phones and games.

* across-media marketing
Guerilla marketing technique, strategic marketing
Example- stamping people's hands at the club with certain logo

* product placement across media
Branded goods or services are placed in context
Example- Done very much in movies, somene holding a Coke can