Fear, uncertainty and doubt. Fear, uncertainty and doubt (FUD) is a tactic used in sales, marketing, public relations,[1][2] politics and propaganda. FUD is generally a strategic attempt to influence perception by disseminating negative and dubious or false information. An individual firm, for example, might use FUD to invite unfavorable opinions and speculation about a competitor's product; to increase the general estimation of switching costs among current customers; or to maintain leverage over a current business partner who could potentially become a rival.
The term originated to describe disinformation tactics in the computer hardware industry but has since been used more broadly.[3][dubious ] FUD is a manifestation of the appeal to fear. Definition[edit] The term appeared in other contexts as far back as the 1920s.[4][5] A similar formulation "doubts fears and uncertainties" reaches back to 1965.[6] By 1975, the term was already appearing abbreviated as FUD in marketing and sales contexts:[7]
Family branding. An umbrella brand (or family brand) is where a group of products possesses the same brand name.
Different products having different images are put together under one major brand or parent brand and are marketed by the firm. Umbrella branding does not mean that the whole product portfolio of a firm will fall under one brand name as company can go for different approaches of branding for different product lines.[1] Some examples are Johnson & Johnson baby care products and Tata tea, automobiles and salt. Advantages[edit] Disadvantages[edit] If any one product under umbrella branding does not do well in the market then it can affect the overall brandDifferent brands in umbrella branding will have different qualities which will vary and thus it can be an obstacle for smooth functioning of brand as well as firm.Also, if there is negative publicity for any product or even new product it can affect the other brands under umbrella branding. Embrace, extend and extinguish. "Embrace, extend, and extinguish",[1] also known as "Embrace, extend, and exterminate",[2] is a phrase that the U.S.
Department of Justice found[3] was used internally by Microsoft[4] to describe its strategy for entering product categories involving widely used standards, extending those standards with proprietary capabilities, and then using those differences to disadvantage its competitors. Origin[edit] The strategy and phrase "embrace and extend" were first described outside Microsoft in a 1996 New York Times article entitled "Tomorrow, the World Wide Web! Microsoft, the PC King, Wants to Reign Over the Internet",[5] in which writer John Markoff said, "Rather than merely embrace and extend the Internet, the company's critics now fear, Microsoft intends to engulf it.
" The phrase "embrace and extend" also appears in a facetious motivational song by Microsoft employee Dean Ballard,[6] and in an interview of Steve Ballmer by the New York Times.[7] The strategy[edit] The U.S. Elevator pitch. An elevator pitch, elevator speech, or elevator statement is a short summary used to quickly and simply define a person, profession, product, service, organization or event and its value proposition.[1] The name "elevator pitch" reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes.[2][3] The term itself comes from a scenario of an accidental meeting with someone important in the elevator.
If the conversation inside the elevator in those few seconds is interesting and value adding, the conversation will continue after the elevator ride or end in exchange of business card or a scheduled meeting.[4] Continuity marketing. Continuity marketing is a method of providing goods or services to consumers that relies on direct marketing and continues into perpetuity.
Also known as auto-replenishment, this relationship continues until the customer decides to end it by notifying the marketer. Celebrity branding. Celebrity branding is a type of branding, or advertising, in which a celebrity becomes a brand ambassador and uses his or her status in society to promote a product, service or charity, and sometimes also appears as promotional model.
History of usage[edit] Actress and model Lin Chi-ling at the LG New Chocolate Phone launching event for the BL40, 2009, Hong Kong Celebrity branding can take several different forms, from a celebrity simply appearing in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, or using his or her name as a brand. The most popular forms of celebrity brand lines are for clothing and fragrances. Many singers, models and film stars now have at least one licensed product or service which bears their name. Lately there has been a trend towards celebrity voice-overs in advertising. As seen on TV (marketing) As Seen On TV is a generic nameplate for products advertised on television in the United States for direct-response mail-order through a toll-free telephone number. 'As Seen On TV' advertisements, known as infomercials, are usually 30 minute shows or two-minute spots during commercial breaks.
These products can range from kitchen, household, automotive, cleaning, health, and beauty products, to exercise & fitness products, books, or to toys and games for children. Typically the packaging for these items includes a standardized red seal in the shape of a CRT television screen with the words "AS SEEN ON TV" in white, an intentional allusion to the logo of TV Guide magazine. [citation needed] The pervasive presence of "As Seen On TV" products is the subject for much comedy on TV, often exaggerating the typical pitches of "As Seen On TV" products and using the now famous phrase "But Wait, There's More". As Seen On TV products then moved on to sell on the internet in the late 1990s. Appeal to fear. An appeal to fear (also called argumentum ad metum or argumentum in terrorem) is a fallacy in which a person attempts to create support for an idea by using deception and propaganda in attempts to increase fear and prejudice toward a competitor.
The appeal to fear is common in marketing and politics.[1] Logic[edit] This fallacy has the following argument form: Either P or Q is true. Q is frightening. Therefore, P is true. The argument is invalid. Angel dusting. Angel dusting is the misleading marketing practice of including a minuscule amount of an active ingredient in a cosmetic, cosmeceutical, dietary supplement, food product, or nutraceutical, insufficient to cause any measurable benefit. [1] The advertising materials may claim that the ingredient is helpful and that the ingredient is contained in the product, both of which are true.
However, no claim is made that the product contains enough of the active ingredient to have an effect – this is just assumed by the purchaser. Thus, while misleading, angel dusting is typically legal. Causes[edit] Manufacturers have several reasons not to include sufficient quantities to have a measurable effect. Consumers want the benefits of the active ingredient, but are unwilling to pay the cost or risk the side effects of that ingredient, while businesses want to maximize profit and minimize risk: Cost. Altercasting. History[edit] Altercasting is a theory created by Eugene Weinstein and Paul Deutschberger in 1963.[1] The theory relies on the concept of persuasion.
Using many tactics, it is generally easy to pull off. The goal of altercasting is to project an identity, (to be assumed by other(s) with whom one is in interaction), which is congruent with one's own goals.[2] Because of the flexibility of Altercasting, it is used frequently in advertising and health promotion. Through psychological, societal, and unnoticed manipulation; an individual’s likelihood of playing out a specific social role is more inclined to happen.
Assumptions and Key Differences[edit] It is very easy to persuade people through altercasting because it targets both the social role and ego of a person, which are two of the most crucial and fundamental elements of day to-day life. Altercasting can be broken into two sub groups: Manded altercasting and Tact altercasting.[4] Examples: “You as a Broadcast Major should…”