Marketing 4550 Exam 2 Study Guide
Advertising Theory:
1.) Hierarchy of Effects
a.) Awareness
b.) Knowledge
c.) Liking
d.) Preference
e.) Conviction
f.) Actual purchase
2.) Means- End Theory
3.) Leverage points
4.) Taglines
5.) Verbal & visual images
Attitude Sequence:
1.) Cognitive Affective Conative
Rational Sequence:
1.) Cognitive Affective Conative
Affective Sequence: (help build stronger brand name)
1.) Affective Conative Cognitive
Conative Sequence:
1.) Conative Cognitive Affective
MECCAS (Means-End Conceptualization of Components for Advertising Strategy):
1.) Product Attributes
2.) Consumer benefits
3.) Leverage point
4.) Tagline
5.) Personal values
6.) Executional framework
Creating an Ad:
1.) Creative brief
2.) Message strategy
a.) Cognitive
-Generic messages
-Preemptive messages
-Unique selling proposition
-Hyperbole
-Comparative advertising
a.) Affective
-Resonance
, -Emotional
b.) Conative
-Action-inducing
-Promotional support
3.) Appeal
a.) Fear
-Severity & vulnerability
-Rewards to response efficacy
Intrinsic & extrinsic rewards
Response Costs
Cost efficacy
Response efficacy
-Appeal Strength
b.) Sex
-Subliminal approaches
-Sensuality
-Sexual suggestiveness
-Overt sexuality
-nudity
c.) Rationality
d.) Scarcity
e.) Music
f.) Emotions
-Consumers ignore most ads
-Rational appeals go unnoticed
-Captures attention, fosters attachment
g.) Humor
-Captures attention
-Hold attention
-Wins creative awards
-High recall scores
-Consumers enjoy a laugh
-Evaluated as likeable
4.) Executional framework
a.) Testimonial
b.) Demonstration
c.) Animation
d.) Slice of life
-Encounter
-Problem
-Interaction
-Solution
e.) Fantasy
f.) Informative
g.) Authoritative
5.) Spokesperson
Advertising Theory:
1.) Hierarchy of Effects
a.) Awareness
b.) Knowledge
c.) Liking
d.) Preference
e.) Conviction
f.) Actual purchase
2.) Means- End Theory
3.) Leverage points
4.) Taglines
5.) Verbal & visual images
Attitude Sequence:
1.) Cognitive Affective Conative
Rational Sequence:
1.) Cognitive Affective Conative
Affective Sequence: (help build stronger brand name)
1.) Affective Conative Cognitive
Conative Sequence:
1.) Conative Cognitive Affective
MECCAS (Means-End Conceptualization of Components for Advertising Strategy):
1.) Product Attributes
2.) Consumer benefits
3.) Leverage point
4.) Tagline
5.) Personal values
6.) Executional framework
Creating an Ad:
1.) Creative brief
2.) Message strategy
a.) Cognitive
-Generic messages
-Preemptive messages
-Unique selling proposition
-Hyperbole
-Comparative advertising
a.) Affective
-Resonance
, -Emotional
b.) Conative
-Action-inducing
-Promotional support
3.) Appeal
a.) Fear
-Severity & vulnerability
-Rewards to response efficacy
Intrinsic & extrinsic rewards
Response Costs
Cost efficacy
Response efficacy
-Appeal Strength
b.) Sex
-Subliminal approaches
-Sensuality
-Sexual suggestiveness
-Overt sexuality
-nudity
c.) Rationality
d.) Scarcity
e.) Music
f.) Emotions
-Consumers ignore most ads
-Rational appeals go unnoticed
-Captures attention, fosters attachment
g.) Humor
-Captures attention
-Hold attention
-Wins creative awards
-High recall scores
-Consumers enjoy a laugh
-Evaluated as likeable
4.) Executional framework
a.) Testimonial
b.) Demonstration
c.) Animation
d.) Slice of life
-Encounter
-Problem
-Interaction
-Solution
e.) Fantasy
f.) Informative
g.) Authoritative
5.) Spokesperson
