ChapterReview Contents [hide] [show] What is framing? Marketing example: Framing beef The plan for the rest of this page… How ideas we already know help explain framing Frames as activating associative links in memory Frames as shifting attitudes (TPB logic) Compare: What Memory & TPB say about framing Framing in marketing Applying framing logic to marketing: Let’s work an example Ways that marketing uses framing Use 1: Brand building (i.e., top-of-funnel positioning) 1a. Brand building: Position against competitors 1b. Brand building: Positioning usage goal/context Use 2: Shaping decisions (bottom of funnel) Use 3: Making arguments Caveats We haven’t talked about gain/loss framing When framing doesn’t work Review You don't seem to be logged inGo log inGo make a loginPages will open in a new tab. Return here when you are set
