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Table Of Contents

Get physical
Billy Mays anD the Gift of the GaB
the variaBles of voiCe
seeinG what you Can’t see
what has the Most visual stoppinG power?
GoinG BeyonD siGht anD sounD into aDDitional MeDia
leveraGinG sensory Contrasts
Creative teMplates that worK well
Keep it simple
how not to waste half your aDvertisinG
enGaGeMent: what the finanCial staKes are
overCoMinG frustration throuGh siMpliCity
rules for worD play
Keep it close to home
easy Does it: the aDvantaGes of leveraGinG what’s faMiliar
the CoMfort zone: where the faMiliar is CreDiBle anD easy to aCCept
leveraGinG people’s preferenCe for CoMfort
taKinG into aCCount people’s Bias aGainst what’s foreiGn
focus on faces
why faCes are speCial: suBtle faCtors hiGhly relevant to aDvertisinG
froM theory to praCtiCe: eMotional responses to faCes
the quest for authentiCity
Make it memorable
DiD you see it? reCall Measures as a house of Mirrors
how to avoiD the risK of CreatinG unBranDeD aDs
relevancy drives connection
the CateGoriCal truth: never forGet the wiifM
types of Motivations: a serious Case of wantinG fun fooD
Being on-motivation is essential to effectiveness
reDefininG inDustry CateGories as eMotional MarKets
relevanCy CreateD By iDentifyinG with the eMotions involveD
always sell hope
happiness, inC.: leveraGinG the hope that sprinGs eternal
a Critique of three exaMples of sellinG Both hope anD happiness
Don’t lead with price
proBlem 1: lack of sustainaBility (surprise fades)
low-value perceptions (inviting contempt)
proBleM 5: a priCe foCus Distorts purChase
choices (dissatisfaction results)
proBlem 6: Brand loyalty at risk (pride takes a hit)
Brand integrity at risk (desperation detected)
Mirror the target market’s values
why eMpathy has BeCoMe MarKetinG’s new touChstone
the Battle of sexisM: offensive GenDer portrayals
Cause MarKetinG: a way to neutralize CritiCs anD MaKe new frienDs
Believability sticks
the Battle Between Belief anD pervasive sCeptiCisM
DefininG the types of aDvertisinG
what type of aDvertisinG is Most eMotionally persuasive?
the two enDs of the speCtruM for CreatinG persuasion
faMiliarity: what we Know anD liKe, we trust
fairness: why huMility anD speCifiCity worK wonDers
Desire: it’s all aBout the three ps of passion, pleasure anD purpose
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Published by: Qualcunaltro AlloYogurt on Jul 19, 2011
Copyright:Attribution Non-commercial


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