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20 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 message
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Direct promotions of product attributes or benefits without any claim of superiority.
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Preemptive message
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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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The manner in which an ad appeal is presented.
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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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Consumers are more incline to be influenced by a message delivered by a person who is somehow familiar.
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Identification (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 a 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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