Marketing Strategy and Techniques
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multiple
Description:
This disquieting 90-minute PSB documentary film about contemporary marketing and advertising techniques, marketing challenges, and the power of branding includes commentary on the 2004 election. Of particular interest from the political standpoint are the sections on functional MRI studies of the brain--the brain's responses to ads, brands, and messages, including political ads and events--and the implications for "neuromarketing".
This disquieting 90-minute PSB documentary film about contemporary marketing and advertising techniques, marketing challenges, and the power of branding includes commentary on the 2004 election. Of particular interest from the political standpoint are the sections on functional MRI studies of the brain--the brain's responses to ads, brands, and messages, including political ads and events--and the implications for "neuromarketing".
Resource Access:
Available to the General Public
Available to the General Public
Copyright / Creative Commons Status:
Copyright
Copyright
Document Source and Bibliographical Information:
PBS Frontline broadcast; video available for purchase
PBS Frontline broadcast; video available for purchase
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Thom Hartmann
Description:
Excerpt: “Politics is all about branding. And brands are not about issues or details -- they're about identity....[W]hen a person has bonded to a brand, it becomes part of their identity. They then develop a psychologically sophisticated and largely unconscious internal system to filter out and reject contradictory information....Progressives, liberals, and Democrats have failed to apply this simple reality, and therefore have allowed conservatives to define our brands for us.” Hartmann goes on to describe what he considers the fundamental brand for progressives and asserts how this can b
Excerpt: “Politics is all about branding. And brands are not about issues or details -- they're about identity....[W]hen a person has bonded to a brand, it becomes part of their identity. They then develop a psychologically sophisticated and largely unconscious internal system to filter out and reject contradictory information....Progressives, liberals, and Democrats have failed to apply this simple reality, and therefore have allowed conservatives to define our brands for us.” Hartmann goes on to describe what he considers the fundamental brand for progressives and asserts how this can b
Resource Access:
Available to the General Public
Available to the General Public
Copyright / Creative Commons Status:
Copyright
Copyright
Document Source and Bibliographical Information:
CommonDreams.org, February 10, 2005
CommonDreams.org, February 10, 2005
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Genevieve Wood
Description:
Excerpt: "Personalizing your message is one of many effective techniques to help you engage, inform and motivate your audience. There are really three basic steps to creating an effective message. First, you must target your message. That means deciding who is your audience. Second, and only after you have defined your audience, you must develop your key message points, what are sometimes referred to as “talking points” or “soundbites.” Third, you must effectively deliver your message. This means using the right tone, wearing the right clothes and making sure you smile when possible. T
Excerpt: "Personalizing your message is one of many effective techniques to help you engage, inform and motivate your audience. There are really three basic steps to creating an effective message. First, you must target your message. That means deciding who is your audience. Second, and only after you have defined your audience, you must develop your key message points, what are sometimes referred to as “talking points” or “soundbites.” Third, you must effectively deliver your message. This means using the right tone, wearing the right clothes and making sure you smile when possible. T
Resource Access:
Available to the General Public
Available to the General Public
Copyright / Creative Commons Status:
Copyright
Copyright
Copyright / Creative Commons Details:
(c) The Heritage Foundation
(c) The Heritage Foundation
Document Source and Bibliographical Information:
The Insider no. 284 (June 2001)
The Insider no. 284 (June 2001)
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Fred L. Smith, Jr.
Description:
Excerpt: "Americans are busy people. They have real lives. They don’t have time to become expert on everything. And they most assuredly don’t read the Federal Register before dozing off each night. They rationally devote time to becoming informed about those things they can do something about, which means that they are rationally ignorant about most things in the political realm. Yet, we in the policy world keep trying to educate them, to make them as knowledgeable as we are! Bad idea....Yet, although people will not be knowledgeable, they will have opinions. And public opinion is importan
Excerpt: "Americans are busy people. They have real lives. They don’t have time to become expert on everything. And they most assuredly don’t read the Federal Register before dozing off each night. They rationally devote time to becoming informed about those things they can do something about, which means that they are rationally ignorant about most things in the political realm. Yet, we in the policy world keep trying to educate them, to make them as knowledgeable as we are! Bad idea....Yet, although people will not be knowledgeable, they will have opinions. And public opinion is importan
Resource Access:
Available to the General Public
Available to the General Public
Copyright / Creative Commons Status:
Copyright
Copyright
Copyright / Creative Commons Details:
(c) The Heritage Foundation
(c) The Heritage Foundation
Document Source and Bibliographical Information:
The Insider no. 265 (November 1999)
The Insider no. 265 (November 1999)
