一篇非常经典的hard-sellsoft-sell文章 ulimit soft hard

A key decision required ofadvertising managers is whether a “hard-sell”or “soft-sell”strategy is appropriate for a specific target market.The hard-sellapproach involves the use of direct,forceful claims regarding thebenefits of the advertised brand over competitors’ offerings.Incontrast,the soft-sell approach involves the use of advertisingclaims that imply superiority more subtly.

One positive aspect of thehard-sell approach is its use of very simple and straightforwardproduct claims presented claims presented as explicitconclusions,with little room for confusion regarding theadvertiser’s message.However,some consumers may resent being toldwhat to believe and some may distrust the message.Resentment anddistrust often lead to counterargumentation and to boomerangeffects where consumers come to believe conclusions diametricallyopposed to conclusions endorsed in advertising claims.Bycontrast,the risk of boomerang erects is greatly reduced withsoft-well approches.One way to implement the soft-well approach isto provide information that implies the main conclusions theadvertiser wants the consumer to draw,but leave the conclusionsthemselves unstated.Because consumers are invited to make up theirown minds,implict conclusions reduce the risk ofresentment,distrust,and counterargumentation.Reent research onconsumer memory a nd judgment suggests another advantage of implictconclusions.Beliefs of conclusions that are self-generated are moreaccessible from memory than beliefs from conclusions providedexplicitly by other individuals,and thus have a greater impact onjudgment and decision making.Moreover,self-generated beliefs areoften perceived as more accurate and valid than the beliefs ofothers,because other individuals may be perceived as lessknowledgable,or may be perceived as manipulative or deliberatelymisleading.

一篇非常经典的hard-sellsoft-sell文章 ulimit soft hard

Despite these advantages,implicitconclusions may not always be more effective than explicitconclusions.

One risk is that: some consumersmay fail to draw their own conclusions and thus miss the point ofthe message

.Inferential activity is likelyonly when consumers are motivated

and able to engage in effortfulcognitive processes.

Another risk is that :someconsumers may draw conclusions other than the oneintended.

Even if inferential activity islikely,there is no guarantee that consumers will follow the pathprovided by the advertiser.

Finally,a third risk is thatconsumers may infer the intended conclusion but question thevalidity of their inference.

  

爱华网本文地址 » http://www.413yy.cn/a/25101015/238098.html

更多阅读

一篇关于狗狗的文章 写一篇关于自己的文章

这是一篇关于狗狗的文章,是我一个同学的同学的同学写的。我在看这篇文章时,眼泪止不住地往下流......面对这么可爱的狗狗,你怎么忍心看到他离开?心一定是刀绞般的痛。我想到了我家花卷,每天和花卷一起吃,一起玩,看到他像小娃娃一样的表情,真

关于心理学的一篇文章 写一篇关于自己的文章

一、你认识自己有多深,你的路就能走多远———术语一:自我察觉“谁如命运似地推着我向前走呢?那是我自己,在身后大踏步走着”--泰戈尔--术语一:自我察觉,指个体对自己的心理、行为态度的知觉与了解。自我察觉的对象主要是,自己的需要、动机、

谈一篇难以上好的课文《安塞腰鼓》 安塞腰鼓课文ppt

爱你在心口难开——谈一篇难以上好的课文《安塞腰鼓》毕小伟百度搜索《安塞腰鼓》竟然找不到中意的教案,几次慕名而听《安塞腰鼓》的公开课也总不过瘾,今天《江苏教育》再次刊登语文特级新科状元魏星的暑假备课参考《安塞腰鼓》教

声明:《一篇非常经典的hard-sellsoft-sell文章 ulimit soft hard》为网友若即若离分享!如侵犯到您的合法权益请联系我们删除