Term
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Definition
| the outline of the key idea(s) that the advertising program is supposed to convey |
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Term
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Definition
| the primary tactic used to deliver the message theme |
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Term
| Cognitive Message Strategy |
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Definition
| the presentation of rational arguments or pieces of information to consumers |
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Term
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Definition
| direct promotions of product attributes or benefits without any claim of superiority |
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Term
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Definition
| Claims of superiority based on a specific attribute or benefit of a product that pre-empts the competition from making the same claim |
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Term
| Unique Selling Proposition |
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Definition
| an explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner |
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Term
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Definition
| making an untestable claim based upon some attribute or benefit |
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Term
| Comparative Advertisement |
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Definition
| the direct or indirect comparison of a good or service to the competition |
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Term
| Affective Message Strategies |
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Definition
| ads designed to invoke feelings and emotions and match them with the good, service, or company |
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Term
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Definition
| attempting to connect a product with a consumers experiences to develop stronger ties between the product and the consumer |
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Term
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Definition
| attempting to elicit powerful emotions that eventually lead to brand recall and choice |
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Term
| Action-Inducing Conative Advertisements |
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Definition
| advertisements that create situations in which cognitive knowledge of the product or affective liking of the product follow the actual purchase or arise during usage of the product |
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Term
| Promotional Support Conative Advertisements |
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Definition
| ads designed to support other promotional efforts |
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Term
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Definition
| the manner in which an ad appeal is presented |
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Term
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Definition
| When an advertiser seeks to convince viewers that a given product is superior to other brands in some authoritative manner |
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Term
| Sources and Spokespersons |
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Definition
| persons in the advertisement who make the actual presentation |
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Term
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Definition
| consumers are more inclined to be influenced by a message delivered by a person who is somehow similar |
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Term
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Definition
| occurs when the receiver is able, in some manner, to identify with the source, either through a fantasy or by similar beliefs, attitudes, preferences, behaviours, or by being in the same or a similar situation |
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Term
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Definition
| occurs when consumers see a specific image or visual display repeatedly |
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Term
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Definition
| a theory stating that when a consumer sees the same advertisement in different environments, the ad will be more effective |
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