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70 Cards in this Set

  • Front
  • Back
verbal encoding
spoken word, written word, song lyrics
graphic encoding
pictures, drawings, charts
Musical encoding
arrangement, instrumentation, voices
Animation encoding
action/ motion, pace/speed, shape/form
Semiotic Perspective
Object or brand- sign or symbol representing intended meaning- interpretant/intended meaning
High learning Model
Cognitive (thinking)
Affective (Feel)
Conative (Act)

Homes, Cars
Dissonance Attribution model
Conative ( Act)
Affective (Feel)
Cognitive (Think)

Cell phone, MP3, computer
Low involvement Model
Cognitive( think)
Conative (Act)
Affective (Feel)
cognitive response
method fo examining consumers' cognitive processing of advertising messages by looking at their cognitie reponses to hearing viewing or reading communications

Examines types of thoughts that are evoked by an advertising message

Consumers write down or verbally report their reactions to a message
Product/Message thoughts
counter arguments- don't like

support arguments-like
Source-oriented thoughts
source derogation- credible spokesperson
source bolstering
Ad-execution thoughts
thoughts about the ad itself
affect attitude toward the Ad
Elaboration likelihood Model
focuses on the way consumer respond to persuasive messages based on the amount of and nature of elaboration of processing of information
central route to persuasion
ability and motivation to process a message is high and close attention is paid to message content
peripheral route to persuasion
ability and motivation to process a message is low and receiver focuses more on peripheral ones rather than message content
resemblance b/w the source and recipient of the message
knowledge of the source through repeated or prolonged exposure
affection for the source resulting from physical appearance, behavior or other personal traits
Risk of Using celebrities
Celebrity may overshadow the product being endorsed
The Celebrity may be overexposed, reducing his or ehr creditbility
The Target audience may not be receptive to celebrity endorsers
The celebrity's behavior may pose a risk to the company
comparative ads
may be especially useful for new brands, often used for brands with small market share, frequently used in political advertising
Fear appeals
may stress physical danger or threats to health, may identify social threats, disapproval or rejection. May backfire if the level of threat is too high
Humor Appeals
can attract and hold attention, put consumer in a positive mood, afterwards are easiest to remember
Pros of using humor
aids attention and awareness
May aid retention of the message
creaste a possitive mood and enhances persuasion
Pros of using humor
aids attention and awareness
May aid retention of the message
Creates a positive mood and enhances persuasion
May aid name and simple copy registration
May serve as a distracter, reducing counterarguing
Cons of using humor
does not aid in persuasion in general
May harm recall and comprehension
May harm complex copy registaion
Does not aid source credibility
Is not effective in bringing about sales
May wear out faster than non-humerous ads
Characteristics of Objectives
Not Mutually exclusive
Marketing Objectives
generally stated in a firms marketing plan
achieved through overall marketing plan
quantifiable such as sales, market share, ROI
To be acomplished in a given period of time

Must be realistic and attainable to be effective
Communications Objectives
Derviced from the overall marketing plan
More narrow than Marketing objectives
Based on communications tasks
Designed to deliver appropriate messages
Focused on a specific target audience
realms of motives, ad stimulate or direct desires
realsmo of emotions, ads change attitudes and feelings
realm of theoughts, ads provide info and facts
teaser campaigns
announcements, descriptive copu, classfied ads, slogans, jingles, sky writing
image copu
staus glamour appeals
competive ads
Argumentative copy
point of purchase, retail store ads, deals, last chance offers, price appeals, testimonials
DAGMAR approach
Goals for
Legitimate problems with DAGMAR
attitude-behavior relationship
Response hierarchy problems
Questionable objections to DAGMAR
sales objectives needed
costly and impractical
inhibits creativity
In marginal analysis you should increase spending if
the increased cost is less that the incremental (marginal) return (expected)
You should hold spending if
the increased cost is equal to the incremental (marginal) return
you should decrease spending if
the increassed cost is more than the incremental (marginal) return
Assumptions for marginal analysis
sales are the result og advertising and promotion and nothing else

sales are the principle objective of advertising and promotion
Top Down budgeting
top management sets the spending limit
The promotion budget is set to stay within the spending limit
Top down budgeting methods
COmpetitive parity ( look at other competion and compare spending)
Percentage of sales (sales are driving your advertising)
Affordable method ( after you pay all other expenses you use what you have left for ad)
Return on investment( impact on sales)
Artibitrary allocation
Bottom up budgeting
Total budget is approved by top Management
Cost activites are budgeted
Activities to achieve objectives are planned
Promotional objectives are set
Objective and Task method
establish objectives (create awareness of new product among 20 percent of target market)
Determine specific tasks (advertise on market area televison and radio and local newspapers)
Estimate costs associated with tasks (determine costs of advertising promotion etc.)
Creative strategy
determining what the advertising message will say or communicate
creative tactics
determininng how the message strategy will be executed
The ideal power idea should
be describable ina simple word or phrase
be likely to attract the prospect's attention
revolve around the clinching benefit
allow you to brand the advertising
let prospects vividly experience the goods
it is not creative unless it sells
only artistic value and originality count
How to get creative input
read anything related to the product market
Use the product and become familarw ith it
Listen to what people are talking about
Ask everyone involved for information
work in and learn about the client's business
Seeking the major idea
uses a unique selling position
create a brand image
find the inherent drama
UNique selling proposition: benefit
buy this product and you'll benefit this way or enjoy this reward
Unique selling proposition: unique
must be unique to this brand or claim, something rivals can't or don't offer
Unique selling proposition: Potent
the promise must be strong enough to move people
creating a brand image
used when competing brands are so similar it is difficult to find or create a unique attribute-the creative sales strategy is based on a strong, memorable brand identity through image advertising
inherent drama
message generally presented in a warm emotional way, hallmark, maytag, kellog

focus on consumer benefits with an emphasis ont he dramatic element in expressing them
establish a particular place in the consumer's mind for the product or service

Based on product attributes/benefits, proce/quality, use or application, type of user, problem solved
advertising appeals
approach used to attract the attention of consumers

To influence consumer feelings towards a product, service or cause
Execution style
the way an appeal is turned into an ad message

way message is presented to the consumer
feature appeals
focus on dominant traits of the product
competitive appeals
makes comparisons to other brands
price appeals
make price offer the dominant point
News appeals
news announcement about the product
Popularity appeals
stresses the brand popularity
See, I have engraved you
on the palms of my hands