Term
| Hierarchy of Effects Model |
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Definition
| a marketing approach suggesting that a consumer moves through a series of sex steps when becoming convinced to make a purchase: 1) awareness 2) knowledge 3) liking 4) preferences 5) conviction and 6) the actual purchase |
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| an advertisement approach in which the message contains a means (a reasoning or mental process) to lead the consumer to a desired end state, such as a key personal value |
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Term
| Means-End Conceptualization of Components for Advertising Strategy (MECCAS) |
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Definition
| an advertising approach that suggests using five elements in creating ads: 1) the products attributes 2) consumer benefits 3) leverage points 4) personal values and 5) the executional framework |
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| a universal language that makes global advertising possible for any good or service by recognizing that visual images are more powerful than verbal descriptions |
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Definition
| approaches to reaching consumers with ads. The seven major appeals are: 1) fear 2) humour 3) sex 4) music 5) rationality 6) emotions and 7) scarcity |
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Definition
| part of the fear behavioural response model that leads the individual to consider het odds of being affected by the negative consequences of an action |
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Definition
| part of the fear behavioural response model that leads the individual to consider the odds of being affected by the negative consequences of an action |
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| models in an advertisement whose primary purpose is to adorn the product as a sexual or attractive stimulus without serving a functioning purpose |
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Definition
| the final key phrase in an ad, used to make the key point and reinforce the company's image to the consumer |
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