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advertising strategy, selling tactics and brand personality. The advertising message is
the meat of an advertisement that attempts to convey what the advertiser intends to
through the use of words and/or images. It is the promotional message about the goods or
services the company is offering. An advertising strategy is the formulation of an
advertising sales message that communicates the benefit or problem/solution
characteristics of the product or service being advertised. Strategies are the what you say
or do about the product or service for example, to emphasize heavy users (Schultz,
Tannenbaum, and Allison, 1995).
Selling tactics are the efforts to bring the advertising strategies into the system as
individual sales transactions. It could be through hard sell which is a sale brought by
pressurizing consumers by being aggressive, hardnosed, and confrontational.
Contradicting the hard sell tactic is the soft sell. Soft sell allows the consumers to make a
choice regarding the product or service by giving them time to think and consider all their
options before making a decision. Giving free trials or subscriptions to consumers are
also employed as the selling tactics of several corporations.
Brand personality is the set of human characteristics associated with a brand
(Aaker, 1997 as cited in Hamilton and Sun, 2009). Brand personality is the