1. neuromarketing (psychological): use focus groups and interview consumers to understand the mind of the consumer; use mental connections, or "mental highways"...people "crack the code" for companies to adjust their ad campaigns to fit the consumers (using the focus groups). This helps companies better relate to their consumer. For example, Starbucks might have focus groups to understand the minds of coffee drinkers, and what kind of drinks they want. Do they want strong drinks or mild drinks? Do they want specialized drinks? What about pricing?
2. emotional branding: focuses on emotions, as opposed to the product's actual attributes; looks at what the consumer feels about a product, as opposed to the product's image or price. For example, Wikipedia states, "the Coca Cola Company has chosen specific colors for their can to inspire certain emotions...the general red color is a power color to inspire strength and confidence, and a general warm comforting feel. The silver stripes and bubbles give a refreshing look, and the yellow stripe is a subtle but important color that inspires a feeling of happiness." Coca Cola is more concerned with how their product makes their consumer feel, as opposed to the product's image and price.
3. branding/creating a culture around a brand: creates an identity; you ingrain your name or slogan/logo into the minds of the consumer . For example, everyone knows that the golden arches symbolizes McDonald's...one does not have to see the word "McDonald's" to know what it is.
4. narrowcasting: there are different strategies to reach different groups of people; people see different commericals, that are customized for their particular demographic. send ads that they went, and anticipate when they will want them. For example, John Kerry found a way to talk to voters who had been turned off by campaign ads. They looked at information they had and created a Kerry voter profile. This gave him a chance to say things to some people that he didn't want others to hear/see. People who would respond positively would hear it, and those that wouldn't, didn't hear it.
5. rhetorical marketing: meant to convince and seem reliable. involves pathos, ethos, and logos. it can help to clarify the objective of a campaign and it persuades people to act in a certain way. rhetoric is defined as "the art of using language to communicate effectively and persuasively." Some examples of rhetorical marketing involve using metaphors, hyperboles, and irony...you phrase things in a certain way, so as to be "mysterious" in a sense, and not misleading, yet not coming out and saying what you want to say.
6. under the radar marketing: marketing that "goes under the radar"; not the typical forms of marketing, like tv, radio, and print; meant to be subtle. For example, in the Persuaders, they mentioned how the Boston Herold made their newspaper look like the New York Times. This isn't a typical form of marketing, and it was effective.
7. across-media marketing: meant to market a product anywhere. it is not made just for print, or just for tv. it is diverse and multi-dimensional. the product might appear in a print ad, and then appear in a movie or in a book. therefore, its appearing in many different forms.
8. product placement across media: form of advertisement where branded products are strategically placed, often for money. Product placement is typically seen in movies. Instead of drinking any old coffee, the characters might drink Starbucks coffee and drive a Honda civic. This allows companies to advertise their brands in a different setting.
