Marketing Strategy& Transportation

and Transportation

The Truth Behind Marketing

The History of Marketing

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

I am Edward Bernays, the man who developed Public Relations in the early 1900s. Did you know that Sigmund Freud was

my uncle?

The History of Marketing

Create an emotional connection:

“If I have that, I will feel...”

Using psychological insights I learned from my uncle, I discovered that the key to powerful marketing is to create an emotional connection between people and the product.

The History of Marketing

Objects are powerful status symbols.

“How people feel about me………..”

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

The History of Marketing

Create an emotional need:

“I must have it so I can feel…..”

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

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) $

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)

What hidden desire connects women to cigarettes? (Edward Barneys)

The First Marketing Campaign: Cigarettes to Women

Smoking = Emotion (attractive and powerful)

Cigarettes = Women feel attractive and powerful.

~ Emotion of Women‘s Liberation

~ Emotion of Equal Rights

The First Marketing Campaign: Cigarettes to Women

Mar

ketin

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gare

ttes

Health Problems

Pro-Health Emotional Marketing

Pro-Health Marketing

Smoking Declines

Emotional Marketing Cigarettes Cars

Emotional Marketing

Directed at Women Directed at Adults

HealthProblems

Air PollutionSedentary, Death/Injury

Pro-HealthEmotionalMarketingResponse

“Truth” campaign

Your Advertisement!!

Commercials- Emotional Marketing

Who is the audience? What is the emotion?

Was is successful?Jaguar

Honda

Land Rover

Kaiser Bike

Schwinn Bike

Use Emotional Marketing to create an Advertisement.

Green Transportation:

walk – bike – carpool – bus – train - ferry

1) film2) poster3) piece of art4) rap, poem, radio

announcement…

Audience: Your school

Product:

Green Transportation

Marketing Strategy:

Emotional Appeal (fun, attractive, social, exciting, easy)

Need an idea? Parody (copy) another ad!

Green Transportation Ads

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