Term
| Cognitive Message Strategies |
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Definition
| Presents rational arguments or pieces of information to consumers; designed to influence the cognitive component of attitude, which deals with beliefs and knowledge |
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Term
| What are the 3 message strategies? (Delivers message theme) |
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Definition
- Cognitive
- Affective
- Conative
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Term
| The 5 types of Cognitive Strategies |
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Definition
- Generic
- Preemptive
- Unique Selling Propostion
- Hyperbole
- Comparative Advertising
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Term
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Definition
| Invoke feelings or emotions and match those feelings with the good, service, or comapny display |
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Term
| 2 Types of Affective Message Strategies |
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Definition
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Term
Resonance Advertising
(Affective Message Strategy) |
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Definition
- Connects with consumer experiences
- Comfort marketing
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Term
Emotional Advertising
(Affective Message Strategy) |
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Definition
- Emotions lead to recall and choice
- Consumer and b-to-b markets
- Leads to positive feelings
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Term
| Conative Message Strategies |
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Definition
- Action-inducing
- Promotional support
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Term
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Definition
•Animation
•Slice-of-life
•Testimonial
•Authoritative
•Demonstration
•Fantasy
•Informative
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Term
Animation
(Executional Frameworks) |
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Definition
• Originally – cheap method
• Usage has increased
• Enhanced graphics technology
•Rotoscoping
• Costs coming down
• Business-to-business use
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Term
Testimonials
(Executional Frameworks) |
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Definition
•Business-to-business sector
•Service sector
•Enhance credibility
•Source
•Customers
•Paid actors
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Term
Authoritative
(Executional Frameworks) |
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Definition
•Expert authority
•Scientific or survey evidence
•Independent evidence
•Business-to-business ads
•Cognitive processing
•Specialty print media
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Term
| Characteristics of Effective Spokespersons |
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Definition
- Credibility
- Attractiveness
- Trustworthiness
- Similarity
- Expertise
- Likability
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Term
| 7 types of Advertising Appeals |
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Definition
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Fear
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Humor
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Sex
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Music
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Rationality
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Emotions
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Scarcity
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Term
| 7 Principles of Effective Advertising |
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Definition
•Visual consistency
•Campaign duration
•Repeated taglines
•Consistent positioning- avoid ambiguity
•Simplicity
•Identifiable selling point
•Create an effective flow
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Term
| Beating Ad Clutter: Variability Theory |
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Definition
| Place the ads in different environments |
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Term
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Definition
| The process of analyzing and choosing media for advertising and promotional campaigns; involves matching a target audience of specific programs |
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Term
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Definition
•Analysis of target market
•Focus on consumer behavior
•Understanding purchase process
•Study media choices
•Listening and viewing habit
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