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12 Cards in this Set
- Front
- Back
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cognitive message strategy
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rational arguments or pieces of information to consumers
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generic messages
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promotions of product attributes or benefits without claim of being superiority
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preemptive messages
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claims of superiority based on attributes of the product
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unique selling proposition
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a testable claim of uniqueness
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hyperbole
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making an untestable claim based on a attribute or benefit
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comparative advertisement
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direct or indirect comparison of a good or service to the competition
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resonance advertising
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connecting a product with a consumer's experiences
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expert authority
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convincing people that a product is superior to other ones because there the experts and they know what there talking about
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sources and spokespersons
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people in the advertisement that make the presentation
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similarity
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people will be more influenced by a message if it is by a person that is simillar
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visual consistency
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people see image or visual display prepeatedly
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variability theory
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when a person sees an ad in a different environment it will be more effective
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