Imc Test 2 Chapter 6

Front 1

advertising design

Back 1

hierarchy of effects model
means-end theory
visual and verbal imaging

Front 2

hierarchy of effects

Back 2

aids in clarifying the objectives of an advertising campaign and the development of individual ads

brand loyalty must contain the whole hierarchy

Front 3

6 hierarchy of effects

Back 3

awareness
knowledge
liking
preference
conviction
the actual purchase

Front 4

cognitive strategy

Back 4

mental images

understanding

interpretations

Front 5

affective

Back 5

feelings or emotions

Front 6

conative

Back 6

intentions, actions, or behavior

Front 7

means end chain

Back 7

product attributes
consumer benefit
leverage point
personal value

Front 8

leverage point

Back 8

designed to move the consumer from understanding a products benefits to linking those benefits with personal value

Front 9

verbally based ad

Back 9

greater emphasis on words

processed using both pictures and words

theater of the mind

Front 10

visual esperanto

Back 10

universal visual language

father and baseball mean the same thing

the "word" exotic is different across cultures

Front 11

primary demand advertising

Back 11

stimulate demand for the product class or entire industry

Front 12

selective demand advertising

Back 12

creating demand for a specific company's brands

Front 13

advertising appeals 7

Back 13

fear
humor
sex
music
rationality
emotions
scarcity

Front 14

humor appeal

Back 14

used in 30% of all advertisements

excellent at capturing attention

score high in recall tests

should be related directly to customer benefit

Front 15

fear appeal

Back 15

severity

vulnerability

behavioral response

moderate level works best

Front 16

sex appeal

Back 16

break through clutter

subliminal
sensuality
suggestive
nude or partial
decorative models
overt sexuality

Front 17

subliminal approaches

Back 17

place sexual cues or icons in advertisements in the attempt to affect a viewer's subconscious mind

doesn't work

Front 18

sensuality

Back 18

women respond more favorably

sophisticated

Front 19

sexually suggestive

Back 19

gay and lesbos

Front 20

nudity or partial nudity

Back 20

use on products with sexual connotations

Front 21

decorative models

Back 21

the model serves no functional purpose in the ad except to attract attention

Front 22

overt sexuality

Back 22

sexually oriented products is normal, but becomes controversial when used with other types of products

dentyne ice

Front 23

musical appeals

Back 23

capture attention

linked to emotions, memories, and other experiences

jingles - fuck menards

Front 24

rational appeals

Back 24

hierarchy of effects

rely on consumers actively pursuing ad

print media
b2b

Front 25

emotional appeals

Back 25

cause an attachment to develop between the consumer and the brand

can be part of every type of purchase decision

tv is best