Question

7 within the marketing and message design context, explain what is "Give your customer the facts" and "For desire read detail" mean?

8 a- An old Chinese proverb points out: "I hear and forget. I see and I remember, I do and I understand." What is the I relation of this proverb to creating a desire to a commodity? Explain

b- Academic research bears this out. Studies show that attitudes toward products based on direct experience are held with more confidence and strength than those based on advertising alone." What possible important implications this might result for marketing communications, when evaluating with respect to the concept of"desire"? Explain

9a- How successful Proof and Testimonials" are in generating a desire? Explain

b- what is “The more credible the source, the more the persuasion”. means in terms of generating a desire to a merchandise Explain

Answer 1

7.  "Give your customer the facts" and "For desire read detail".This statement has got much of relevance in marketing and message design. The manufacturer and the marketer have to provide the major facts related to the product in the advertisement itself so that they wont feel cheated. Alongside the detailed description has to be provided which is readily available and can be read by the consumers if they really desire for the same in the manual.

8 a. I here stands for the consumers, who just forget about the product when it is only heard, the product gets registered in their mind when it is in the formof visuals and the consumers understand the importance of the product only when it is being demonstarted to them and they actually use it.Thus a marketer has to give a visual advertisement and a physical demonstration of the product to the consumer in order to make it more effective.

b. Marketer has to give a physical demonstration of the product to the consumers in order to make them realize the importance of the product and to accept it confidently. Thus distribution of free samples of the cosmetics and free test drive of the cars can be an effective measure taken by the marketers to influence consumers.

9 a. Proof and Testimonials are very effective as the users themselves talk about their experience with the product and thus can create a better and effective measure.

b) The credible a source is taken in terms of the celebrity or the media source which advertises about the product.If the celebrity is highly credible and the media has much of brand value in the market, it can persuade the customers more effectively to purchase and consume the product.