Advertisement Flashcards
Marketing communication
Online vs. offline
Mass vs. individual
Ad impact depends on
length, demographics, and format differences
Interest maximizing factors:
Interest maximizing factors:
Open ad with absolute interest-words or a favorite music
Use high imagery sentences
Interest rhetorical doubt questions (straight) / „klitchik“, not „klinker“ (humorous) / or upbeat finish (musical/jingle)
Interest pattern:
Interest pattern: Informational: 2 peaks — transformational: rising to peak
Multitasking test:
Fast forwarding test:
Multitasking test: Audio & Video: Brand identity and key benefit apparent
Fast forwarding test: Video: Brand identity should appear when fast forwarding
Remote-Conveyer Model
Attention –> Curiosity –> Search –> Resolution
Conveyer –> Product/service combined with brand –> Key benefit prompt
Metaphors
Metaphors represent unknown, abstract issues (difficult to understand), through issues that are easy to understand
They allow to transfer cognitive and affective meanings on to something
High symbolism + abstract = huge impact
High involvement Advertisement Strategies:
CONVINCE by saying EVERYTHING important IN DETAIL with FACTUAL arguments through LANGUAGE in the DECISION PHASE, while showing NOT TOO OFTEN.
Personal persuasion, price, quality
Low involvement Advertisement Strategies:
CONTACT OFTEN by saying SOMETHING random SHORT with AFFECTIVE arguments through PICTURES (etc.) at ANYTIME, while showing WAY TOO OFTEN.
Point of sale, stimuli
Problem of Involved program:
Involved program: if the program itself is extremely interesting/emotional, the spot has less attention and is less remembered — contrast effect
Interference effect:
Interference effect: if there are multiple spots for the same product category, attention and remembering goes down
Mood/emotionality:
Mood/emotionality: If the program and the spots trigger the same emotions, this spot is remember better —> mood congruent encoding
Spots with strong emotions are remembered way better
