Effective Marketing Strategies: Understanding Your Product, Audience, and Competition - Pr, Study notes of Organizational Communication

Download Effective Marketing Strategies: Understanding Your Product, Audience, and Competition - Pr and more Study notes Organizational Communication in PDF only on Docsity! od Oy IASIVE Le a ee MESSAGES ee eee MGT 3213 - Ch. 8  Know your product, service, or idea  Know your audience  Know the desired action you wish your audience to take INDUCTIVe OUTLINE USED IN PERSUASIVE MESSAGES Letters Memos Website Blog fext message a _aeleceee ee In person Telephone Voice mail Spoken “o@ ® ATTENTION: Get the receiver's attention INTEREST: Introduce the product, service, or idea and arouse interest in it DESIRE: Create desire by presenting convincing evidence of the value of the product, service, or idea AG sl-O UN Encourage action  Clear definition of offered product or service  Scientific evidence for product claims  Context for comparative statements  Audience sensitivity for ideas that are objectionable or offensive Personal experience Solution to a problem Startling statement What-if opening Story/Quote/ Question Split sentence Analogy  Vivid menu descriptions increase restaurant sales up to 27 percent “applewood-smoked bacon” “Maytag blue cheese” “buttery plump pasta”  Diners feel more satisfied after eating a Southwestern Tex-Mex Salad than after eating the same salad with a blander name **According to research by Brian Wansink  Vivid.  “Freshly cracked,” “light-and-fluffy,” “handcrafted,” “triple-basted” and “slow-cooked” paint pictures in the readers’ minds.  Those pictures are more compelling than, say, a plain, old omelet.  Sensory.  Applewood smoked bacon.  Descriptions like this engage the readers’ senses.  Emotional or nostalgic.  “Aged Vermont cheddar” evokes images of crusty New England dairymen rather than Kraft mega-plants.  “Boodie’s Chicken Liver Masala” and “Grandma’s zucchini cookies” also evoke emotion and nostalgia.  Specific.  “Wild Alaskan” salmon conjures up visions of vigorous, healthy fish swimming in pristine, unpolluted streams.  Provide specific evidence to back up your statements  Compare a new product with something familiar  Be objective, excluding exaggerations and subjective claims  Make the action clear to complete  Restate the reward for action, relate to central selling point  Provide incentive for quick action  Ask confidently for action  Unsolicited sale messages  Claim messages  Messages requesting a favor  Messages requesting information (survey messages) Buy a $299 PearJam handheld music player from PearMusic, and we will let you download songs from our website for 99 cents each. Our 300,000 songs are great!!!! And we are adding songs all the time. Our website can be navigated easily and is chock full of music we like. The quality is good and the music is better. We give you access to a wide variety of artists, and we also give you free 30-second previews of each song. Our techies are using the new CPM format to release the songs, and you will love what it does for you! Our songs are legal and high quality because we negotiated with the big guys at the record companies, and we made the deals. Analysis Uses deductive approach inappropriately by placing request before gaining receiver’s attention or providing convincing evidence Uses writer-centered, exaggerated language that diminishes receiver interest and confidence in the writer’s objectivity Continued • Browse the PearMusic store by genre, artist, album, composer, or song title. • Access cover art for CDs and watch exclusive full- length music videos. Makes action easy and provides incentives for quick response States specific action with reward Analysis Keeps focus on received by use of second person, active-voice sentences Visit www.comPear.com/PearMusic today and check out the collection that is growing daily. Use the enclosed authorization number to save $50 on your purchase of a PearJam (regular price $299) so that you can take your PearMusic wherever you go. Just key the authorization number into the “special offer” box on the checkout screen. The $50 savings offer expires July 31, so get your PearJam today and start making your own music choices with PearMusic. We’ve just reviewed the first draft of the Thunderbolt music video and find it totally unacceptable. It must be redone to our specifications. We made it clear that our target is the MTV set, who demand over-the-top entertainment, and indicated the sample clips from the Indigos were similar to what we wanted. Instead, you send us a simplistic video of nothing more than live-concert footage of the band. Call us immediately to schedule re-shooting of the entire video. Provides no appeal for taking requested action Uses writer-oriented language to present limited facts Analysis Begins with request for adjustment before presenting reasons Sounds demanding without presenting appeal that would persuade reader to comply Seeks attention by giving sincere compliment that reveals subject of message When Thunderbolt negotiated with your firm to produce our first music video, we were impressed with the clips of other Harrelson videos and your proven performance record. Especially intriguing to us was your video of the Indigos, with its subtle use of symbolism in the graphic images along with creative shots of the musicians. In our meeting with your creative team, we focused on the methods used in the Indigos video and specifically asked for graphic symbolism juxtaposed with shots of the band. After viewing the first draft of our video, we find the level of artistic expression disappointing. This video closely resembles a concert tape, focusing primarily on live-concert footage of the band and will have little appeal with our customers, the MTV set, who demand innovative and exciting new approaches in entertainment. With Harrelson’s reputation for creative productions, we are confident the video can be revised to meet our expectations. The band will do its part to assist in reshooting footage and will meet with the creative director at a mutually convenient time to discuss the kind of graphic imagery appropriate for interpreting our music and its message. Please call me at 555-3920 to schedule this meeting. Continues central appeal while providing needed details Analysis Presents reasoning that leads to request for re-shooting video and subtle reminder of central appeal Connects specific request with firm’s commitment to develop creative productions