The Psychology of Advertising Exam Questions With Verified Answers

The Psychology of Advertising Exam Questions With Verified Answers Functions of advertising - answerTo inform: to provide useful information about a product or service. To persuade and change the response of the recipient: to make the offer attractive to the consumer Two forms of Persuasion - answerIncreasing attractiveness of offer: increase approach motivation. Reducing reluctance of consumer: reduce avoidance motivation. Informational or argument based appeal - answerPresent facts about item, price, where to buy Emotional or affect-based appeal - answerInfluence feelings rather than thoughts about the item Societal Function (Fennis and Straub, 2010) - answerFunding mass media, creating jobs, sponsorship of sporting and cultural events but these are offshoots of advertising and not its primary function Aims of advertising - answerCAB - three components of attitude Cognitive: how we think, what we believe. Affective: how we feel, out mood. Behavioural: how we act and intend to act Traditional view of advertising - answerAttend to message (attention = cognitive), Remember it (memory = cognitive), Like it (emotion = effective), Buy product (action = behavioural) Heath 2012 - answerDifficult to know how successful advertising is because 1. Companies who use ads do not want to loose competitive advantage by releasing info. 2. Often they don't know anyway Heath 2012 influencing memory - answer2001 O2 ad with the message 'see what you can do' ads communicated very few facts. In 2005 O2 was the UK's biggest phone company Heath 2012 influencing memory and beliefs - answerRenault Clio ad showed two well off French people - father and daughter driving around the French countryside. When researchers checked on the effectiveness of the ads. No one could remember the message but Clio has the most successful car launch ever in the UK. Get consumer to like it - emotion = affective Heath 2012 influencing affect - answerMeerkat ads - amusing ad of confusion between market and meerkat. Very popular with a meerkat toy Market-Response Models - answerCompare input (advertising spend) to output (overall sales, market share or profit). Hierarchy of effects models - answerPropose fixed sequence of stages in advertising, each of which contributes to the effectiveness of ads Concave sales response model (Fennis and Straube 2010) - answerSales follow law of diminishing returns. Level of sales tails off as total advertising spend increases. Once message reached saturation point additional ad expenditure will not increase sales S-shaped sales response model - answerInitial impact of ads low as communication spreads. Initial phase = advertising 'wear in.' Sales increase with increasing ad spend up to saturation point when impact of ad wears off. Sales returns may then diminish in relation to ad spend Problems with Aggregate Approach - answerDoes not take into account numerous contributory factors to ad effectiveness. Simply looks at inputs and outputs without understanding processes underlying effectiveness Edward Thorndike - the law of effect - answer'Responses that produce a satisfying effect in a particular situation become more likely to occur again in that situation, and responses that produce a discomforting effect become less likely to occur again in that situation Hierarchy of effects models - answerAIDA- attention, interest, desire, action. AIDCA- attention, interest, desire, conviction, action. Problems with hierarchy of effects models - answer(Vakratsas and ambler 1999) very little empirical evidence for models Attention - answerHigh cognitive consumer engagement with ads is not normally the norm. Episodic buffer - answerOrganises material into episodes or chunks and integrates material with the LTM Levels of processing theory (Craik and Lockhard, 1972) - answerDeep vs shallow processing. The deeper the level of processing, the easier it is to recall information. Using semantic categories when encoding information may involve deep processing.