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Gurus and OraclesThe Marketing of Information$
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Miklos Sarvary

Print publication date: 2011

Print ISBN-13: 9780262016940

Published to MIT Press Scholarship Online: August 2013

DOI: 10.7551/mitpress/9780262016940.001.0001

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Branding Information

Branding Information

(p.115) 7 Branding Information
Gurus and Oracles

Miklos Sarvary

The MIT Press

This chapter examines the process of “branding” information products and the communication strategies of information sellers such as advertising and promotion. It discusses product positioning and persuasion in knowledge markets and recommends the application of the Attention-Interest-Desire-Action (AIDA) model in the information business. It also suggests that information sellers should not be afraid to feature competing information products on the same “shelf” as long as the products relate to a highly uncertain context.

Keywords:   information products, branding, communication strategies, advertising, promotion, product positioning, AIDA model

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