Imc Test 2 Chapter 7

Front 1

message theme

Back 1

outline of the key ideas in an advertisement

Front 2

message strategy

Back 2

primary tactic or approach used to deliver the message theme

Front 3

cognitive message strategy

Back 3

presentation of rational arguments or pieces of information to consumers

generic
preemptive
unique selling proposition
hyperbole
comparative

Front 4

generic messages

Back 4

direct promotions of product attributes or benefits without any claim of superiority

works best for brand leader

brand awareness

Front 5

preemptive message

Back 5

claim superiority based on a product's specific attribute or benefit

be the first company to state the advantage - prevents competitors from stating the same thing

Front 6

unique selling proposition

Back 6

explicit, testable claim of uniqueness or superiority that can be supported

Front 7

hyperbole

Back 7

untestable claim

"worlds best coffee!"

Front 8

competitive advertisement

Back 8

directly or indirectly

believability ?

negative attitudes

Front 9

affective strategies

Back 9

resonance

emotional

Front 10

resonance advertising

Back 10

connects a product with a consumer's experiences to develop stronger ties between the product and consumer

music from 1980's hits baby boomers

Front 11

emotional advertising

Back 11

elicit powerful emotions that lead to recall

consumer and b2b

strong brand names

Front 12

conative strategies

Back 12

action inducing
promotional support

Front 13

action inducing advertising

Back 13

create situations in which cognitive knowledge of the product or affective liking of the product may come later

impulse buys

Front 14

promotional support advertising

Back 14

support other promotional efforts

Front 15

bran strategies

Back 15

brand user
brand image
brand usage
corporate

Front 16

executional frameworks 8

Back 16

animation
slice of life
dramatization
testimonial
authoritative
demonstration
fantasy
informative

Front 17

executional framework

Back 17

the manner in which an ad appeal is presented

Front 18

animation

Back 18

use has increased due to computer graphics technology

rotoscoping

clay animation

tv

Front 19

rotoscoping

Back 19

process of digitally painting or sketching figures into live sequences

Front 20

slice of life

Back 20

provide solutions to everyday problems

encounter
problem
interaction
solution

Front 21

dramatization

Back 21

higher level of excitement and suspense to tell the story

same as slice of life framework

Front 22

testimonials

Back 22

a character tells about a positive experience with a product

greater credibility than self proclamations

perceived more credible than paid endorsers

good in b2b

good for services and intangible services

Front 23

authoritative

Back 23

convince viewers that a product is superior to other brands in using an authoritative source


expert authority

science

Front 24

fantasy

Back 24

lift audience to a make beleive experience

sex love and romance

Front 25

informative

Back 25

straightforward

extensively used for radio advertisements

Front 26

spokespersons

Back 26

ceos
celebrities
experts
typical persons - most credible

Front 27

principles of effective advertising

Back 27

visual consistency
campaign duration
repeated taglines
consistent positioning
simplicity
identifiable selling point