Rushkoff Important Terms

Neuromarketing 

study consumers  cognitive and affective response to marketing stimuli
Study measures in the brain to track progress, used to measure consumer's preference on products.
 Example - researchers measured the brain to see how people think in relation to what they actually do. Measure people's satisfaction with products that they use. 





Emotional branding

"do you feel lonely when you eat bread" try to figure out what emotions are attached to products.
register moment by moment feelings of republicans/ democrats.
 Emotional branding influences how the company advertises and markets the product because they are much more concerned with what people feel then what
they think. 
Example- persuasion techniques try to persuade people to buy products by making
an emotional connection

.


Branding/creating a culture around a brand

Identity of a specific product. creating a name/culture changes consumers
attitude on the product.
 Example- airline "song" vs. Delta. Crucial for song airline to build an
identity. They don't even show airplane in ads, focused on other aspects, tried to
appeal to certain demographic which ultimately failed. Shows the importance of advertising, it can make or break a product/company.





Narrowcasting

Disseminating information to the general public. radio, tv, newspaper, internet.
Aim media messages at specific segments of the public
Example- "Cabivision"- a network in London cabs which shows pre-recorded TV
programs which target taxi cab passengers.





 Rhetorical marketing

What accounts for primal impulses? must understand the unspoken need of the people. Good marketing research works- marketers understand need of customers. "Give us what we want" changing slogans and words to have different meaning to appeal to consumer. By changing the rhetoric you can sell anything to the
consumer. (FRAMING).
 Using technology to figure out what language for politicians to use. When both
political parties agree with rhetoric of speach, he can tell, and knows want
to use that wording when he wants everyone to agree. Example- Global warming vs. Global climate change 





Under the radar marketing

low- key marketing and advertising
. Example- Advertisements embedded into cell phones and games.






Guerilla marketing
Advertising where people aren’t expecting it, like having your brand’s logobe
the stamp at a night club. This technique reaches people who are not searching
for the advertisement, but it’s easier to target specific “types” of customers
this way because you are going to them in their everyday lives and putting
advertisements in front of their faces when they aren’t expecting or maybe even
realizing it.