1. The Law of Association: Create the Climate

2.  If an audience likes a picture, a logo, a musical jingle that appears in an advertisement for a product, they also tend to like the product. Liking an Ad Means Liking a Product

3.  Why is it we must dress up for a job interview? It is because we know a slovenly appearance will bring into bearing certain unwanted assumptions or associations about us.

4.  We all know what endorsements are: Companies use famous people to pitch their products so we will associate that individual and their success with the product. The amazing power of endorsement

5.  We tend to like products, services, and ideas that are endorsed by people we like, regardless of the quality of the product. Sometimes, we will even buy a product for the first time simply based on a celebrity endorsement. We naturally want to be associated with fame, fortune, and success.

6.  It is also why we use the products they endorse. It is amazing to see teenagers ignore their parent’s warnings about drugs, but when their favorite star or professional athlete says it is not cool, they stop. This is the power of association. Power of Celebs.

7.  All in all, the use of celebrities to endorse products is one of the most popular and effective associations marketers and advertisers use. Why do corporations spend tremendous resources to find the right spokesperson to bring the right association to their products? Right spokesperson brings right association!

8.  There is a downside to using celebrities to promote products and services, however. Anytime a celebrity gets negative press, that association also tends to carry over to the products and companies they promote. A downside to using celebrities

9.  An anchor (the "trigger", or stimulus) can be anything that brings up a thought or feeling and reminds you of something you have previously experienced. Anchors: Capture the feeling

10.  Anchors can come in possible forms:  verbal phrases,  physical touches or sensations,  certain sights and sounds, or  internally,  such as words one says to oneself, or memories and emotional states.

11.  An anchor can be produced either externally or internally. Anchors don’t have to be conditioned over a period of several years to be established. They can be learned in a single event. The more powerful the experience, the stronger the anchor will be. Anchors can be learned in a single event

12.  Here, we will talk about 3 different sets of anchors:  smells,  music, and  symbols.  There are other elements (sights and taste) that can be used as anchors, but these 3 anchors are the most powerful stimuli in evoking memories in our minds. Anchors: Smells, Music, and symbols

13.  Almost everyone has experienced situations in which a smell evoked a nostalgic (or not so nostalgic) memory. Think of the smells that take you back to your childhood.

14.  Because music is so powerful, persuaders need to carefully select the music they are going to use. Advertisers often use a popular song or catchy jingles.

15.  Take gold, for example. As one of the world’s most precious metals, gold is very symbolic of wealth and success. If you stop and think about it, there are other precious metals that are harder to find and far more precious. Gold, however, just holds a certain symbolism; it denotes (means) success and wealth. 3. The symbols

16.  Marketing and advertising executives use symbols in a very sophisticated way to manipulate consumers.