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12 Cards in this Set

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