Advertising Strategies Flashcards
A particular product associated with a particular company, but also to the meaning and presence associated with a product because of the symbols and meanings embodied in it
Brand
The process through which objects obtain value
Branding
The ideas consumers have about a particular brand. Relevance, performance, and advantages
Brand Image
value or meaning of a brand
brand equity
difference from competitor brands
brand position
Basic adveritisng appeals
Product ino, spokesperson, mood arousal, status appeal
term, phrase or expression that suggest a course of action for indivduals
Slogans
Dominant strategy. Builds rhtyhm unifies a sequence of ideas. emphasizes an idea. creates emotional effect
repitition
Ways to gain attention in advertising?
Shocking elements
Violate reality
Direct eye gaze
photo selectively represent reality
include some elements, but leave out others
framing
images shown from below
makes subject appear more powers-higher status
High angle?
used to create feelings of nurturance or subservience
women appearing childlike
subservience
images of men typically?
avoid direct views with cameras