Term
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Definition
| repetition, slogan/jingle |
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Term
| link a key attribute to the brand name |
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Definition
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Term
| persuade the consumer (8 reasons) |
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Definition
| reason-why ads, hard-sell ads, comparison ads, testimonials, demonstration, advertorials, infomercials, information-only |
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Term
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Definition
| feel good ads, humor ads, sexual-appeal ads |
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Term
| scare the consumer into action |
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Definition
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Term
| change behavior by inducing anxiety |
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Definition
| anxiety ads, social anxiety ads, |
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Term
| transform consumption experiences |
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Definition
| transformational ads--when customer uses a product, they transforminto something else, you see them use a product |
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Term
| situate the brand socially |
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Definition
| slice of life ads, product placement/short internet films, light fantasy ads |
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Term
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Definition
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Term
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Definition
| to get consumers to recall its brand name first, that is before competitors |
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Term
| get consumers to associate a key attribute with a brand name and vice versa |
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Definition
| link a key attribute to the brand name |
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Term
| to convince consumers to buy a product or service through high-engagement arguments |
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Definition
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Term
| to get consumers to link or prefer its brands above all others |
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Definition
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Term
| to get consumers to buy a product by instilling fear |
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Definition
| scare the consumer into action |
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Term
| to get consumes to make a purchase decision by playing to their anxieties (often social anxiety) |
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Definition
| change behavior by inducing anxiety |
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Term
| to create a feeling, image, or mood about abrand that is activated when the consumer uses the product or service |
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Definition
| transform consumption experiences |
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Term
| to give the brand meaning by placing it in a desirable social context |
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Definition
| situate the brand socially |
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Term
| to create an image for a brand by relying predominantly on visuals rather than words and arguments |
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Definition
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