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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?.

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Marketing Strategy

& Transportation

and Transportation



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?

"If you can use propaganda for war you can certainly use it for peace.”- Edward Bernays


The History of Marketing

Using psychological insights

I learned from my uncle, I discovered that the key to powerful marketing is to create an emotional connectionbetween people

and the product.

Create an emotional connection:

“If I have that, I will feel...”


The History of Marketing

Objects can become

powerful emotional symbols of how you want others to see you and how you want to see yourself.

Objects are powerful status symbols.

“How people feel

about me………..”


The History of Marketing

When people engage themselves emotionally with a product they will feel that they need it.

Create an emotional need:

“I must have it so

I can feel…..”


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)

$

What hidden desire connects

women to cigarettes? (Edward Barneys)

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)


The First Marketing Campaign: Cigarettes to Women

Smoking = Emotion (attractive and powerful)

Cigarettes = Women feel attractive and powerful.


The First Marketing Campaign: Cigarettes to Women

~ Emotion of Women‘s Liberation

~ Emotion of Equal Rights



Health

Problems






Commercials- Emotional Marketing

Who is the audience?

What is the emotion?

Was is successful?

Jaguar

Schwinn Bike

Land Rover

Kaiser Bike

Honda


Use Emotional Marketing

to create an Advertisement.

Green Transportation:walk – bike –

carpool – bus –

train - ferry

1) film

2) poster

3) piece of art

4) rap, poem, radio announcement…


Green Transportation Ads

Audience: Your school

Product:

Green Transportation

Marketing Strategy:

Emotional Appeal

(fun, attractive, social, exciting, easy)

Need an idea?

Parody (copy) another ad!


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


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