Lecture 17Sales languagesound symbolism: association between sound sequences and particular meaningsconnotations: activates particular social and cultural associationsHard Sell PersuasionFocus is on product features, uses, and advantagesRooted in old-fashioned salesmanship“talky”: emphasis is on verbal/textual explanationassumes consumers engage in rational decision-makingsoft sell persuasionfocus is on the emotional connection and cultural connotationsrooted in appeals to self transformationemphasis on imagery; fantasy; best version of selvesworks in concert with branding- they want to be associated with the type of person or care that is givenmodel for consumer behavior: irrational drivesexample of the Marlboro campaign- man on a horse, big red letters- untamed free, classic, manlyexample of the “1984” ad by appleexample is old spice believe in your smellf campaign“publics”internalemployees, shareholders, etc.externalconsumers, public, govt., etc.media relationsnews outlets entertainment industry, bloggerspublic relationsaim: explain the brand to various “publics”traditionally: manage a group’s image; resolve crisestoday: more and more promotional work (events, stunts, etc.)example: ray rice and the NFL airing a lot of “no more” adsexample- wendy’s adoptable childrenPR and ManagementChallenge:find a market or disposal for sludgeUnpopularDangerousObjectives: Use media to make the internal and external publics consent to the use of toxic sludgeBiosolid fertilizerCause marketingWhat its not:PhilanthropyDirect charitable givingCause marketing definesMarketing that links a brand to a public causeSome portion of each purchase given to a causeLids save livesWithin advertising, understand as a form of sponsorshipCause marketing1980:zero1990:120m mil2012: 1.7 million2014:1.84 billioncause marketing: why companies like itoften generous, but fueled by self interested motives:image improvementpowerful PR toolpowerful branding toolthis brand cares about this…..increased salesex. dove- your beautiful how you are but here is some beauty soap to make you look betterfor companies with a good or neutral imagetends to work wellfor those with a bad imagereceived more skepticallyeven then, though, it tends to improve an imagepink-washingpink-washing: when corporate marketers use breast cancer and the pink ribbon to promote products that might be unhealthy or unethical in exchange for a donation to the causeex. water bottles, new balance shoe, estee lauder who is just lighting up areas pink but not actually doing anything.Lack of transparencyreflects a disconnect between how consumers think cause marketing works and how it actually operates“buyer beware”:JAMS 214 1st Edition Lecture 17 Sales language- sound symbolism: association between sound sequences and particular meanings- connotations: activates particular social and cultural associations Hard Sell Persuasion- Focus is on product features, uses, and advantageso Rooted in old-fashioned salesmanshipo “talky”: emphasis is on verbal/textual explanationo assumes consumers engage in rational decision-making soft sell persuasion- focus is on the emotional connection and cultural connotationso rooted in appeals to self transformationo emphasis on imagery; fantasy; best version of selveso works in concert with branding- they want to be associated with the type of person or care that is giveno model for consumer behavior: irrational drives- example of the Marlboro campaign- man on a horse, big red letters- untamed free, classic, manly- example of the “1984” ad by apple- example is old spice believe in your smellf campaign  “publics”- internalo employees, shareholders, etc.- externalo consumers, public, govt., etc.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- media relationso news outlets entertainment industry, bloggers public relations- aim: explain the brand to various “publics”o traditionally: manage a group’s image; resolve criseso today: more and more promotional work (events, stunts, etc.)example: ray rice and the NFL airing a lot of “no more” adsexample- wendy’s adoptable children PR and Management- Challenge:find a market or disposal for sludgeo Unpopularo Dangerous- Objectives: Use media to make the internal and external publics consent to the use of toxic sludgeo Biosolid fertilizer Cause marketing- What its not: o Philanthropy Direct charitable giving Cause marketing defines- Marketing that links a brand to a public causeo Some portion of each purchase given to a cause Lids save liveso Within advertising, understand as a form of sponsorship Cause marketing- 1980:zero- 1990:120m mil- 2012: 1.7 million- 2014:1.84 billion cause marketing: why companies like it- often generous, but fueled by self interested motives:o image improvement powerful PR tool- powerful branding toolo this brand cares about this…..- increased sales- ex. dove- your beautiful how you are but here is some beauty soap to make you look better- for companies with a good or neutral imageo tends to work well- for those with a bad imageo received more skeptically even then, though, it tends to improve an image pink-washing- pink-washing: when corporate marketers use breast cancer and the pink ribbon to promote products that might be unhealthy or unethical in exchange for a donation to the causeo ex. water bottles, new balance shoe, estee lauder who is just lighting up areaspink but not actually doing anything.Lack of transparency- reflects a disconnect between how consumers think cause marketing works and howit actually operateso “buyer beware”:consumers have to investigate