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Advertising Management > 4.1. Message Processing > Flashcards

4.1. Message Processing Flashcards

1
Q

Information Processing model

A

Exposure => attention => comprehension => acceptance => retention/ retrieval => decision making => action

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2
Q

Source of attention

A
  • relevance (situational, personal)
  • stimulus (pleasant, prominent, novel)
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3
Q

Personal relevance model - SSPR

A

situational sources of personal relevance => applies to everyone

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4
Q

Personal relevance model - ISPR

A

Intrinsic sources of personal relevance => applies to certain segment; need to find the right time/ place

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5
Q

Comprehension

A

“Rote” learning vs “active” learning

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6
Q

Rote learning

A
  • no effort required on the part of the viewer
  • learning is passive and automatic, not active
  • “echoing” the message is sufficient
  • sufficient for inducing brand awareness and low involvement attitude
  • goal: generate trial
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7
Q

Active Learning

A
  • necessary for forming high involvement brand attitude
  • goal: generate favorable thought towards the brand
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8
Q

Acceptance goal

A

generate actual action

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9
Q

Retention

A

involves transfer of information into long-term memory => strengthening or reinforcing the linkages among concepts in memory

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10
Q

Retrieval

A

information from MCs that is stored in memory can influence consumer behavior only if its retrieved from memory

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11
Q

message strategy model

A

ad messages can be classified based on target audiences levels of involvement and motivation

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12
Q

message strategy model - levels of involvement

A
  • high involvement
  • low involvement
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13
Q

message strategy model - types of motivations

A
  • “informational” reasons
  • “transformational” reasons
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14
Q

Involvement - degree of risk

A
  • economic risk
  • physical risk
  • social risk
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15
Q

low involvement

A
  • low perceived risk
  • “try and see”
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16
Q

high involvement

A
  • high perceived risk
  • buyer is motivated to process relevant info
  • search and conviction is required prior to purchase
17
Q

high involvement leads to…

A

central processing

18
Q

low involvement leads to…

A

peripheral processing

19
Q

social judgment theory

A
20
Q

Motivation: categories product category

A
  • informational: designed to avoid or rectify a problem
  • transformational: designed to achieve a desired stimulation (sensory, intellectual, social)
21
Q

Informational Motivation

A

buyer has problem to be solved (purchase motivation is negative)

22
Q

Transformational Motivation

A

buyer is seeking positive benefits of use (purchase motivation is positive)

23
Q

negative motives respond to …

A

informational advertising
=> stress benefits of the brand
=> “tell them” (rational/ cognitive/ analytical)

24
Q

positive motives respond to …

A

transformational advertising
=> stress the transformative qualities of the brand
=> “show them” (affective/ emotional)

25
Q

The thinkers

A

learn - feel - do

26
Q

the doers

A

do - learn - feel

27
Q

the feelers

A

feel - learn - do

28
Q

the reactors

A

do - feel - learn

29
Q

low involvement and informational example

A
  • medicine
  • laundry detergent
30
Q

low involvement and informational

A
  • mention only one or two benefits because of limited motivation to process information
  • audience doesn’t have to like the ad (emotions tied to problem may be negative; emotions tied to solution should be positive)
31
Q

low involvement and transformational example

A
  • soda, beer
  • snacks
32
Q

low involvement and transformational

A
  • correct emotional portayal is more important than providing benefit-claim support
  • audience must like the ad and all aspects of ad and execution are important
  • message is often subtle/ implicit (show single benefit)
33
Q

high involvement and informational example

A
  • housing
  • insurance
34
Q

high involvement and informational

A
  • viewers seek info so they must accept ads arguments (main goal is acceptance)
  • not necessary for audience to like the ad itself as long as the points are accepted by audience
  • claims, must be convincing
35
Q

high involvement and transformational example

A
  • sports cars
  • vacation
  • perfume
  • fashion clothing
36
Q

high involvement and transformational

A
  • consumption motivation is positive
    => enjoyment or sensory gratification
    => intellectual stimulation
    => social approval (of reference groups)
  • viewers must like the ad

Advertising Management (17 decks)

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