Marke&ng Techniques Print and
Commercial Main Points
Eng. 9
Basics of Argumenta&on Unit
Color Usage: Colors symbolize specific
things:
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Yellow: youth, happiness
Dark blue: intelligence, sophis&ca&on, wealth
Light blue: freedom/peace
Black: elegance/serious
Red: power/passion
Pink: sweetness
Green: nature
Brown: health, earth
Black and white: classy/sophis&ca&on
White: purity
Hooks: Method used to grab our
aOen&on
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Music
Celebrity
Kids or animals
Narra&ve story
Humor
Fear, shock, guilt
Coolness factor
Ideal---fantasy of self,
family, love
• Cinema&c visual effect
• Tes&monial
• Sta&s&cs/Doctor
Emo$onal Branding
EMOTIONAL BRANDING
Crea&on of devo&on beyond
reason to a product or brand
• Marketers seek customer
loyalty, iden&fica&on, LOVE
– Lovemarks: when a brand
possesses in&macy (feeling
that a brand cares about and
understands you), mystery
(there is a magical quality or
charm to a brand).
Emo&onal Branding contd.
• Brands seek to replace
community, church,
schools in our hearts
• Rather than iden&fying
one as an Ann Arborite
or a small town girl, one
might claim to be a Mac
User, a Chevy driver, a
Monster drinker.
Primal Needs
All products meet a primal need:
• SAFETY AND SECURITY
• POWER AND DOMINATION
• ATTENTION AND
RECOGNITION
• TRIBAL BELONGING AND
ACCEPTANCE
• FEAR OF REJECTION/
ISOLATION
• LOVE AND SEX
• PROTECTION OF OFFSPRING
• PROTECTION FROM HUNGER
• PROTECTION FROM SCARCE
RESOURCES
Examples of how brands fill primal
needs:
• Hummer = power need
• Chanel or Rolex =
aOen&on need
• Pampers = need to
protect offspring
• Ford = tribal belonging
(patrio&sm) and power
• ADT = safety
Perceived Value—the worth the consumer gives
to a product based on the image created by the
marke&ng. We pay more for higher perceived
value.
• If I wear Beyonce’s
perfume I will be as
alluring as Beyonce.
• If I eat Ben and Jerry’s
ice cream, I will appear
as unique, free, funny.
• If I wear Under Armor
clothing, I will be cool
and super athle&c.
• If I drive a Lexus, my
peers will envy me.
Other techniques to note:
• Word Choice
• Font Style
• Amount of text (wordy
means educated
audience)
• Product placement in
film
• Ad films: Lego Movie!!!
• Intended audience
– Age, class, gender,
region, educa&on