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25 Cards in this Set
- Front
- Back
advertising design
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hierarchy of effects model
means-end theory visual and verbal imaging |
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hierarchy of effects
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aids in clarifying the objectives of an advertising campaign and the development of individual ads
brand loyalty must contain the whole hierarchy |
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6 hierarchy of effects
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awareness
knowledge liking preference conviction the actual purchase |
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cognitive strategy
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mental images
understanding interpretations |
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affective
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feelings or emotions
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conative
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intentions, actions, or behavior
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means end chain
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product attributes
consumer benefit leverage point personal value |
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leverage point
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designed to move the consumer from understanding a products benefits to linking those benefits with personal value
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verbally based ad
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greater emphasis on words
processed using both pictures and words theater of the mind |
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visual esperanto
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universal visual language
father and baseball mean the same thing the "word" exotic is different across cultures |
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primary demand advertising
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stimulate demand for the product class or entire industry
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selective demand advertising
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creating demand for a specific company's brands
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advertising appeals 7
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fear
humor sex music rationality emotions scarcity |
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humor appeal
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used in 30% of all advertisements
excellent at capturing attention score high in recall tests should be related directly to customer benefit |
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fear appeal
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severity
vulnerability behavioral response moderate level works best |
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sex appeal
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break through clutter
subliminal sensuality suggestive nude or partial decorative models overt sexuality |
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subliminal approaches
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place sexual cues or icons in advertisements in the attempt to affect a viewer's subconscious mind
doesn't work |
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sensuality
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women respond more favorably
sophisticated |
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sexually suggestive
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gay and lesbos
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nudity or partial nudity
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use on products with sexual connotations
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decorative models
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the model serves no functional purpose in the ad except to attract attention
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overt sexuality
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sexually oriented products is normal, but becomes controversial when used with other types of products
dentyne ice |
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musical appeals
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capture attention
linked to emotions, memories, and other experiences jingles - fuck menards |
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rational appeals
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hierarchy of effects
rely on consumers actively pursuing ad print media b2b |
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emotional appeals
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cause an attachment to develop between the consumer and the brand
can be part of every type of purchase decision tv is best |