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GENRES IN ADVERTISING
FORMS OF PERSUASION
Every advertisement is created with an intention to grasp the attention of potential consumers. However, in order to do so they, they must communicate related relevant information in creative ways so that the advertisement and the product itself is able to stand out from its competition and leave a positive mark (impression) in the minds of the audience. Therefore, it is the goal of every advertisement to attract the attention of even those members of the audience who are seemingly not interested.
POPULAR CULTURE PARODIES:
In an attempt to calibrate their products or services within the consumer market, advertisers tend to consolidate symbols of popular culture as a marketing technique. Such borrowing of familiar symbols from mass media is able to stimulate consumer identification with the product. For instance, by casting Eimenem as the brand ambassador for ipod, Apple Computer Inc has been able to capitalize on the strong emotions and appreciation by the youth associated with him and his music. Therefore, an advertisement that reflects contemporary social and cultural norms has a propensity to communicate with the audience more effectively.
The very foundation of ‘Relationship Marketing’ is strongly based on ‘Brand Loyalty’ of a consumer. Relationship Marketing is assumed to exist when consumers develop a strong preference for brand through one-to-one communication (Media Now). Such a marketing approach is focused on maintaining a relationship with the customer even after the purchase. For instance, after the purchase of an iBook, Apple Computers still keep in touch with their consumers, informing them of updates and information. Special emphasis is placed on building longer term relationships with customers rather than on individual transactions. It involves understanding the customers' needs as they go through their life cycles. It emphasizes providing a range of
to existing customers as they need them.
It requests an immediate response from the consumers. It concentrateres marketers resources on most likely prospects. Placing an order over phone or replying immediataly(click here ti claim ur prize). ‘Direct Marketing’ may not be the best method of marketing a product within a market, however, measurment of its effectiveness can certainly determine what crtical measures should be taken. Everyday examples of direct marketing include infomercials on telvision such as those of proactive and direct buy .
TARGETING THE MARKET:
Another compelling approach that is used often to market a product is to provide new product related information to prospective consumers. For instance, an advertisement for a drug may provide users with information regarding their health related risks and then offer them the product (the drug) as a possible solution. In addition, it is not always new information that is used to persuade customers to buy the product; at times just introducing new qualities of an existing product could do the work. Likewise, some well established companies with no needs of familiarizing consumers with their product use marketing techniques to reinforce their current shopping practices by highlighting brand loyalty benefits.
Straubhaar, Joseph and LaRose, Robert. Media Now: Understanding Media, Culture, and Technology. Fourth Edition. Thompson: USA, 2004.
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