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Promotion--advertising (advertising campaign (evaluation (interim (before…

- - - - emotional appeals
        
        how it is said, positive emotion more persuasive
      - product-oriented
        
        product specification, price, service
      - creative appeals
      - customer-oriented
        
        saving/making money (how two-in-one product cheaper than others)
        
        fear avoidance (non profit, AIDS prevention)
        
        security enhancement (insurance: financial investment, peace)
        
        self-esteem
        
        usage benefits
        
        consumer benefits, time, accuracy
- - - - competitive
        
        emphasis unique benefits, compare with competition
      - remind
        
        after purchase (mature stage) encourage repeat purchase, maintain market share
      - Pioneering
        
        early stage of lifecycle, explain new product, to stimulate interest
    - - image building
        
        create character of organisation
      - advocacy
        
        communicate a view on an issue
      - pionnering
        
        info of new development