9 Flashcards
Global advertising may be defined as
messages whose art, copy, headlines, photographs, taglines, and other elements that can be adapted worldwide.
Knowledge of …, especially the symbolism associated with … is essential for … … can share important information, about local …
cultural diversity
cultural traits,
creating advertising.
Local country managers
customs
When Selecting an Advertising Agency think about:
If the global agency familiar with local culture and buying habits in a particular country or not. Does the candidate agency cover all relevant markets? What kind of brand awareness does the company want to project?
ELM (Elaboration Likelihood Model) is a
Scale with Central Route on one end and Peripheral Route on the other.
Central Route aka
High Elaboration (High thought)
Peripheral Route aka
Low Elaboration (Low thought)
What makes a source more effective, Under central processing?
- Trustworthiness
- True Expertise
- Matching (both product and consumer)
- Endorsing one product
What makes a source more effective, Under peripheral processing?
- Attractive & likable sources
- Trust message if from perceived expert
Central Route:
you haft to make an effort to understand the message.
Peripheral Route:
You give an stimulation where you stimulate the persons feelings not the logic e.g. music, hungry etc.
What to use peripheral or central route? Symbolic consumption vs. Functional consumption?
Use each route depending on the purpose of the subject. For the central route think of functionality. For peripheral route think of symbolic value.
A brand community is
a concept in marketing and consumer research which postulates that human beings form communities on the basis of attachment to a brand or marque.
Consumers create a … through marketer-produced materials
coherent self
Consumers identity is made-up out of … Together they form one’s …
personal identity, social identity, and products.
personal style.
Self congruity is made-up out of one’s …
social self and once ideal self
