MBA 706 Chen exam5
Advertising - answer Primary means to communicate with customers
Conveys information about products, brands, and positions
Integrated Marketing Communications - answer Companies advertise their brands
through everything they do
Messages should be consistent and complementary across all media
Advertising importance - answer Facilitates customers awareness
Attempts to persuade potential customers that the brand is superior
Effects of Advertising - answerHas both short and long-term effects
Expected to generate sales, but it is hard to prove
Advertising effects are lagged and cumulative
AIDA model - answerAttention, Interest, Desire, Action
Advertising goal models - answerCognition-increase awareness and knowledge
Effect -enhance attitudes and associations
Behavior -encouraged buying
Life cycle stages and advertising goals - answerIntroduction: awareness and
information
Growth: enhance positive attitudes
Maturity: remind consumers
Decline: reductions in ad spending
Classic Communication Model - answer1. Source (encodes message)
2. Ad is transmitted
3. Receiver (customer decodes message)
copy testing - answerTesting make sure target segment correctly understand the
message
Types of cognitive advertising - answerEncourage the consumers brain
, One sided argument focuses on products, benefits
To side argument, gives pros and cons
Non comparative ads - answerPresents a single brand features attributes images
comparative ads - answerPresents two were more brands features attributes images
Ad created by the smaller company, helped the company and the competitor
product demonstration - answerShows the product at work
Drama - answerProduct is a solution to a problem
emotional advertising - answerHumor, fear ads, subliminal ads
humor - answerMay breakthrough clutter and be buzzworthy
Usually not cost-efficient
May remember the joke not the product
fear ads - answerUse negative emotions
For a fear appeal to be effective, the ad must provide a solution to reduce the
consumer's fear
subliminal ads - answer- Contain elements shown too fast to detect consciously
- Considered unethical and have never been shown to work poop
image ads - answerAd message is more abstract
Company distinguishes itself by its image because the product category is crowded
Use for positioning
Enforcement ads - answerTypes of spoke person: celebrities, spoke characters,
experts, regular people
elaboration likelihood model - answerAdd central message is to persuade
Occurs when customers are highly involved with brand and motivated to process the ad
peripheral route - answerOther information is classified as peripheral cues
Occurs when customers are not involved with brand and not motivated to process
Advertising - answer Primary means to communicate with customers
Conveys information about products, brands, and positions
Integrated Marketing Communications - answer Companies advertise their brands
through everything they do
Messages should be consistent and complementary across all media
Advertising importance - answer Facilitates customers awareness
Attempts to persuade potential customers that the brand is superior
Effects of Advertising - answerHas both short and long-term effects
Expected to generate sales, but it is hard to prove
Advertising effects are lagged and cumulative
AIDA model - answerAttention, Interest, Desire, Action
Advertising goal models - answerCognition-increase awareness and knowledge
Effect -enhance attitudes and associations
Behavior -encouraged buying
Life cycle stages and advertising goals - answerIntroduction: awareness and
information
Growth: enhance positive attitudes
Maturity: remind consumers
Decline: reductions in ad spending
Classic Communication Model - answer1. Source (encodes message)
2. Ad is transmitted
3. Receiver (customer decodes message)
copy testing - answerTesting make sure target segment correctly understand the
message
Types of cognitive advertising - answerEncourage the consumers brain
, One sided argument focuses on products, benefits
To side argument, gives pros and cons
Non comparative ads - answerPresents a single brand features attributes images
comparative ads - answerPresents two were more brands features attributes images
Ad created by the smaller company, helped the company and the competitor
product demonstration - answerShows the product at work
Drama - answerProduct is a solution to a problem
emotional advertising - answerHumor, fear ads, subliminal ads
humor - answerMay breakthrough clutter and be buzzworthy
Usually not cost-efficient
May remember the joke not the product
fear ads - answerUse negative emotions
For a fear appeal to be effective, the ad must provide a solution to reduce the
consumer's fear
subliminal ads - answer- Contain elements shown too fast to detect consciously
- Considered unethical and have never been shown to work poop
image ads - answerAd message is more abstract
Company distinguishes itself by its image because the product category is crowded
Use for positioning
Enforcement ads - answerTypes of spoke person: celebrities, spoke characters,
experts, regular people
elaboration likelihood model - answerAdd central message is to persuade
Occurs when customers are highly involved with brand and motivated to process the ad
peripheral route - answerOther information is classified as peripheral cues
Occurs when customers are not involved with brand and not motivated to process
