marketing strategy & transportation
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Marketing Strategy & Transportation. a nd Transportation. The Truth Behind Marketing . The History of Marketing. I am Edward Bernays , the man who developed Public Relations in the early 1900s. Did you know that Sigmund Freud was my uncle?. - PowerPoint PPT PresentationTRANSCRIPT
Marketing Strategy& Transportation
and Transportation
The Truth Behind Marketing
The History of Marketing
"If you can use propaganda for war you can certainly use it for peace.” - Edward Bernays
I am Edward Bernays, the man who developed Public Relations in the early 1900s. Did you know that Sigmund Freud was
my uncle?
The History of Marketing
Create an emotional connection:
“If I have that, I will feel...”
Using psychological insights I learned from my uncle, I discovered that the key to powerful marketing is to create an emotional connection between people and the product.
The History of Marketing
Objects are powerful status symbols.
“How people feel about me………..”
Objects can become powerful emotional symbols of how you want others to see you and how you want to see yourself.
The History of Marketing
Create an emotional need:
“I must have it so I can feel…..”
When people engage themselves emotionally with a product they will feel that they need it.
The First Marketing Campaign: Cigarettes to Women
There is a taboo against women smoking. I want women to smoke cigarettes! (George Hill, president of the American Tobacco Corporation) $
Cigarettes are symbols of men’s dominance over women. If you can connect cigarettes to challenging mans power, women would smoke because they want to feel equally powerful. (AA Brille, famous psychoanalyst)
What hidden desire connects women to cigarettes? (Edward Barneys)
The First Marketing Campaign: Cigarettes to Women
Smoking = Emotion (attractive and powerful)
Cigarettes = Women feel attractive and powerful.
~ Emotion of Women‘s Liberation
~ Emotion of Equal Rights
The First Marketing Campaign: Cigarettes to Women
Mar
ketin
g Ci
gare
ttes
Health Problems
Pro-Health Emotional Marketing
Pro-Health Marketing
Smoking Declines
Emotional Marketing Cigarettes Cars
Emotional Marketing
Directed at Women Directed at Adults
HealthProblems
Air PollutionSedentary, Death/Injury
Pro-HealthEmotionalMarketingResponse
“Truth” campaign
Your Advertisement!!
Commercials- Emotional Marketing
Who is the audience? What is the emotion?
Was is successful?Jaguar
Honda
Land Rover
Kaiser Bike
Schwinn Bike
Use Emotional Marketing to create an Advertisement.
Green Transportation:
walk – bike – carpool – bus – train - ferry
1) film2) poster3) piece of art4) rap, poem, radio
announcement…
Audience: Your school
Product:
Green Transportation
Marketing Strategy:
Emotional Appeal (fun, attractive, social, exciting, easy)
Need an idea? Parody (copy) another ad!
Green Transportation Ads
Negative Emotional Marketing: Cars
How does it make you feel?
Positive Emotional Marketing: Bicycles
How does it make you feel?
Marketing Strategy& Transportation
and Transportation