Persuaders Vocabulary

Neuromarketing: This is the psychology behind advertising. This is when a company really works to find out people's thoughts and reasoning behind buying products and their subconscious attitude towards the products. This can be done using surveys or focus groups, and helps the company better reach the groups they are directing their advertising towards.

Emotional Branding: Emotional branding is when a company really tries to tie in emotions to their product through advertising or other means. An example is the Cheerios commercial with the grandmother and the child that we watched in class.

Branding / Creating a Culture: This is when a company makes their product seem more like a lifestyle than just a product. We saw an example of this in class with older Saturn commercials where they also had meetups and convinced people that they are a "Saturn-type" of person.

Narrow Casting: This is when a company directs certain advertising to certain demographics. They can discriminate in this way which types of advertising would be most affective for which groups of people. This is often used in political elections as well with the candidates.

Rhetorical Marketing: This is when companies, usually using a focus group, find words that make people react better to products and ideas, and this is referred to by some as "clarification". An example of this is when the government began referring to the War in Afghanistan as the War on Terror, or when the government changed Global Warming to "Climate Change".

Under the Radar Marketing: This consists of advertising that is somewhat subtle and is not necessarily a blatant advertisement.

Across Media Marketing: This is when an advertisement is literally done across media, using different types of media such as movies.

Product Placement Across Media: This is similar to across media marketing in that companies place their products in different forms of media, such as movies. For example, if a character in a movie is drinking a Pepsi, that is product placement for Pepsi and an indirect way of advertising.

Guerilla Marketing: This is when a company uses unconventional ways to advertise. A good example of this is the NIKE robot that wrote on the pavement using chalk, while another example is laser projections of advertisements onto the sides of large buildings.

Viral Marketing: This is another form of unconventional marketing that uses social networking on the internet such as YouTube and Facebook to advertise the product.