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11 Cards in this Set

  • Front
  • Back
white space
the absence of copy in a printed text
leverage point
the feature of the ad that leads the viewer to relate the product’s benefits with personal values
hierarchy of effects model
a marketing approach suggesting that a consumer moves through a series of six steps when becoming convinced to make a purchase, including (1) awareness, (2) knowledge, (3) liking, (4) preference, (5) conviction, and (6) the actual purchase
means-end chain
an advertisement approach in which the message contains a means (a reasoning or mental process) to lead the consumer to a desired end state, such as a key personal value
Means-End Conceptualization of Components for Advertising Strategy (MECCAS)
an advertising approach that suggests using five elements in creating ads, including: (1) the product’s attributes, (2) consumer benefits, (3) leverage points, (4) personal values, and (5) the executional framework
visual esperanto
a universal language that makes global advertising possible for any good or service by recognizing that visual images are more powerful than verbal descriptions
advertising appeals
approaches to reaching consumers with ads. The seven major appeals are: (1) fear, (2) humor, (3) sex, (4) music, (5) rationality, (6) emotions, and (7) scarcity
part of the fear behavioral response model that leads the individual to consider how strong certain negative consequences of an action will be
part of the fear behavioral response model that leads the individual to consider the odds of being affected by the negative consequences of an action
decorative models
models in an advertisement whose primary purpose is to adorn the product as a sexual or attractive stimulus without serving a functional purpose
the final key phrase in an ad, used to make the key point and reinforce the company’s image to the consumer