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19 Cards in this Set
- Front
- Back
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message theme
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the outline of the key idea(s) that the advertising program is supposed to convey
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message strategy
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the primary tactic used to deliver the message theme
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cognitive message strategy
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the presentation of rational arguments or pieces of information to consumers
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generic messages
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direct promotions of product attributes or benefits without any claim of superiority
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preemptive messages
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claims of superiority based on a specific attribute or benefit of a product that preempts the competition from making the same claim
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unique selling proposition
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an explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner
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hyperbole
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making an untestable claim based upon some attribute or benefit
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comparative advertisement
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the direct or indirect comparison of a good or service to the competition
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affective message strategies
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Ads designed to invoke feelings and emotions and match them with the good, service, or company
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resonance advertising
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attempting to connect a product with a consumer’s experiences to develop stronger ties between the product and the consumer
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emotional advertising
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attempting to elicit powerful emotions that eventually lead to brand recall and choice
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action-inducing conative advertisements
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advertisements that create situations in which cognitive knowledge of the product or affective liking of the product follow the actual purchase or arise during usage of the product
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promotional support conative advertisements
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ads designed to support other promotional efforts
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executional framework
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the manner in which an ad appeal is presented
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expert authority
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when an advertiser seeks to convince viewers that a given product is superior to other brands in some authoritative manner
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sources and spokespersons
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persons in the advertisement who make the actual presentation
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similarity (source)
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occurs when the receiver is able, in some manner, to identify with the source, either through a fantasy or by similar beliefs, attitudes, preferences, behaviors, or by being in the same or similar situation
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visual consistency
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occurs when consumers see a specific image or visual display repeatedly
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variability theory
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a theory stating that when a consumer sees the same advertisement in different environments, the ad will be more effective
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