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C 4 /T 9 (5 Different Forms of Cognitive Strategy:) (1) Generic…
C 4 /T 9 (5 Different Forms of Cognitive Strategy:)
1) Generic Messages（一般的/ 类/ 属）
Brand synonymous（同样） with the product category.
Attempts/ try to place brand in a person's cognitive（感知）.
Firm = Brand Leader that dominates the industry.
Etc = Champbell's soup -
Soup is good food
Promotes product's attributes/ benefits without any claim of superiority（特别优势）.
2) Preemptive Messages（先发制人的）
Claim superiority based on a product's specific attribute or benefit.
Intention of preventing the competition from other company by making the same/ similar statement.
A pro-active/ protective strategy for defending.
Etc = Crest -
The Cavity Fighter.
3) Unique Selling Point
Etc = Dove -
25% moisturizer.
A clear, obvious, testable claim of uniqueness of the product.
5) Comparative Advertisement（比较）
May / may not mention the competitor by name directly.
Directly or indirectly comparing a product to the competitors.
4) Hyperbole（夸张法）
An untestable claim based on some attribute or benefit.