Transcript The Law of Esteem:

The Law of Association:
Create the Climate
Liking an Ad Means Liking a Product
If an audience likes a picture, a logo,
a musical jingle that appears in an
advertisement for a product, they
also tend to like the product.
 Why is it we must dress up for a job
interview? It is because we know a
slovenly appearance will bring into
bearing certain unwanted assumptions
or associations about us.
The amazing power of endorsement
We all know what endorsements
are: Companies use famous people
to pitch their products so we will
associate that individual and their
success with the product.
 We tend to like products, services, and ideas
that are endorsed by people we like,
regardless of the quality of the product.
Sometimes, we will even buy a product for
the first time simply based on a celebrity
endorsement. We naturally want to be
associated with fame, fortune, and success.
Power of Celebs.
 It is also why we use the products they
endorse. It is amazing to see teenagers ignore
their parent’s warnings about drugs, but
when their favorite star or professional
athlete says it is not cool, they stop. This is the
power of association.
Right spokesperson brings right
association!
 All in all, the use of celebrities to endorse
products is one of the most popular and
effective associations marketers and
advertisers use. Why do corporations spend
tremendous resources to find the right
spokesperson to bring the right association to
their products?
A downside to using celebrities
 There is a downside to using celebrities to
promote products and services, however.
Anytime a celebrity gets negative press, that
association also tends to carry over to the
products and companies they promote.
Anchors: Capture the feeling
 An anchor (the "trigger", or stimulus) can be
anything that brings up a thought or feeling and
reminds you of something you have previously
experienced.
 Anchors can come in possible forms:
 verbal phrases,
 physical touches or sensations,
 certain sights and sounds, or
 internally,
 such as words one says to oneself, or
memories and emotional states.
Anchors can be learned in a single
event
 An anchor can be produced either externally or
internally. Anchors don’t have to be
conditioned over a period of several years to
be established. They can be learned in a single
event. The more powerful the experience, the
stronger the anchor will be.
Anchors: Smells, Music, and symbols
 Here, we will talk about 3 different sets of anchors:
 smells,
 music, and
 symbols.
 There are other elements (sights and taste) that can
be used as anchors, but these 3 anchors are the
most powerful stimuli in evoking memories in our
minds.
 Almost everyone has experienced
situations in which a smell evoked a
nostalgic (or not so nostalgic) memory.
Think of the smells that take you back to
your childhood.
 Because music is so powerful, persuaders need to
carefully select the music they are going to use.
Advertisers often use a popular song or catchy
jingles.
3. The symbols
 Take gold, for example. As one of the world’s
most precious metals, gold is very symbolic
of wealth and success. If you stop and think
about it, there are other precious metals that
are harder to find and far more precious.
Gold, however, just holds a certain
symbolism; it denotes (means) success and
wealth.
Marketing and advertising executives use
symbols in a very sophisticated way to
manipulate consumers.