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4 Cards in this Set
- Front
- Back
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Question 1 |
1. Aristotle- three persuasive appeals (Harvard Business Review) - Pathos: (ADVERT) Bernado's Charity: Give Children Their Future (ADPRIN) - Ethos: (ADVERT) ADDIDAS uses Kylie Jenner - Logos: (ADVERT) Maybelline Anti-aging Concealer ad 2. Petty and Cacioppo- ELM: Elaboration Likely Model - Central Route: (ADVERT) Refer Back to Maybelline AD - Peripheral Route: (ADVERT) Jaguar- Gorgeous lady and car for distraction (ADPRIN) Beyonce Perfume (ADVERT) |
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Question 3 |
1. Cialdini Scarcity Principle - Limited Number Tactic (EXAMPLE: eBay and AMAZON, Last one or 2 remaining) - PURPOSE of this tactic - READING- Micheal Lynn discusses BROCK's COMMODITY THEORY 2. Cialdini Social Proof Principle - EXAMPLE: Customer onlinr reviews- comments on eBay example of Social Proof - How Apple Used This Tactic? - JOURNAL OF CONSUMER RESEARCH- GOLDSTEIN ET AL |
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Question 5 |
1. What is Customer Resistance? - Why customer resistance takes place? According to Armstrong... - Prior Belief - Im right attitude HOWEVER...JAY LINN and ERIC KNOWLES defines resistance as...uses scholars such as MCGUIRE to define resistance as... Two General Tactics to minimise customer resistance 1. SUPPORT POPULAR CAUSES- (ADPRIN HONDA ADVERT) 2. CUSROMER INVOLVEMENT- (ADPRIN MEN'S HAIR DYE What is Acceptance? Two General Tactics Promote Acceptance: 1. CELEBRITY ENDORSEMENT (ADPRIN APPLE "THINK DIFFERENT" CAMPAIGN) 2. COMPARABLE ADVERTISING (comparing with market leader) - GREWAL ET AL purchase attention was 2.4 times higher when comparison was against market leader (ADPRIN AVIS RENTAL CARS "WE TRY HARDER" CAMPAIGN) - Second largesr car rental company behind Hertz |
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Question 6 |
What is ethic? What is ethics in persuasive advertising? Why is ethics important? - According to ODELL HOWEVER... According PERLOFF... - discusses other perspectives - Thomas Nilsen JUSTIFICATION According to JOHANNESEN... - ends do not always justify the means ia different from saying that the ends never justify means EXAMPLE: African countries...hungry children perspective but its creative advertising so it makes people feel sorry and give money but its justifiable because its raising money for a good cause HOWEVER... Six Questions suggestrd by Warren Bovee Ethical Perspective According to Johannesen... - Religious Belief - Human Nature - Situational - Dialogical Who is ASA? Who is CAP? ADVERT 1: According to ASA Website Unilever Dove Ad (Critising Breastfeeding) ADVERT 2: According to BBC NEWS Yves Saint Laurent Magazine Ad was banned by ASA - Breached the CAP code |
