neuromarketing (psychological) - tapping into the consumer's hidden desires and unconscious needs and impulses. This is accomplished by pushing past reason and emotion and reaching the primal core which is responsible for purchasing decisions. Very small focus groups interview consumers about a product in an attempt to better understand the dynamic - What are consumers really buying? Researchers try to find the unconscious associations buried deep in our brains to "crack the code" to purchasing decisions because products that are "on code" sell, while products that aren't don't.
Example from the Persuaders: the baked goods industry uses a "simple questionnaire" about bread and the emotions associated with it to see how Americans feel about their products.
emotional branding - the new approach to marketing today which emphasizes not what the product does, but what it 'means.' It's all about making an emotional connection. This is necessary because we no longer believe than any one product is more effective than another in many cases because everything works now.
Example from The Persuaders: commercial for Nike with images of athletes and phrases like "I can be strong", "I can have impossible goals", "I can master pain", "I can endure." So in this commercial with its spiritual quality Nike is saying that they are about the meaning of sports but even more than that that they were about transcendence through sports.
branding/creating a culture around a brand - brand identity. Consumers must recognize it and know what its for. Attempts to convince consumers that if you buy from a certain brand you will be part of the lifestyle associated with that brand. This binds consumers together around the brand and creates brand loyalty. People join a brand because they feel a need for a sense of belonging and meaning.
Example from The Persuaders: 45,000 people who own Saturns turned up to spend their vacation time at the factory instead of going somewhere like Disney World because they wanted to meet other people who own Saturns, the people who make the cars, the rest of the "Saturn family" and the people who make the cars wanted to meet them. Saturn turned this into an ad which brought even more people into the "Saturn family." This brand became all about old time values and community, something America yearns for but can't find anymore.
narrowcasting - the ability to send very directed messages to a very small audience, even as small as one:one.
Example from The Persuaders: campaign for the 2004 Presidential election was tailored to demographic profiles/groups where customized, targeted ads were created. Acxiom Corporation gets info on consumers' lifestyles (what we buy, etc) and divides consumers into 70 different types they call "lifestage segments" which explain who we are no and where we are going (products we like, beliefs, hobbies, etc). This information was used to create voter profiling which gave politicians the chance to say some polarized things to different groups by giving them information on what issues they should focus on with which groups.
rhetorical marketing - marketing that appeals to emotions, logic, and beliefs. It is accomplished by finding the right words; phrasing things in such a way that will make people respond positively to the ad. It is meant to be both convincing and reliable.
under the radar marketing - induces the person to persuade themself; often seen in places you would not expect or done in a way that you don't even realized you're being exposed to it (through word of mouth).
Example(s) from The Persuaders: hiring teens to log-on to chat rooms to talk up bands and recruiting college students to throw campus parties where they distribute marketing materials. Marketers justify this kind of marketing as necessary because today's teens are more "media savvy."
across-media marketing - marketing that uses many different forms of media, i.e. during television shows or movies because many people don't pay attention to commercials or even change the channel when they come on.
Example from The Persuaders: In the movie "I am Sam" the main character works at a Starbucks which is where a lot of the movie takes place. They even go so far as to say that Starbucks becomes a key "character" in the movie.
product placement across media - advertising as a form of entertainment in and of itself, such as television shows, movies, or video games. Aims to blur the boundaries of content and advertising.
Example from The Producers: In 2001 BMW motors created the perfect hybrid of ad and movie where they were not only the sponsor but also the creator. These eight minute films had famous celebrities like Madonna and told stories where BMWs played integral roles in the plot. These videos were put on the internet and people not only tolerated them, but went in search of them and as a result BMWs sales went through the roof after these films aired.
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