Chapter 1 (deel 2)

Question 1

What are the two basic approaches to conceptualize the impact of advertising?

Answer 1

1. Modelling approach

2. Behavioral approach

Question 2

What is the modeling approach?

Answer 2

Focusses on the aggregate level, entire market or segments are the primary unit of measurement

Question 3

What is the behavioral approach?

Answer 3

Focusses on the individual consumer response

Question 4

What are hierarchy-of-effects models?

Answer 4

They do not make the assumption of a direct link between ad message and consumer response, but propose several intermediate steps.

Question 5

What are the three learning stages of the hierarchy-of-effects models?

Answer 5

1. Cognitive stage
2. Affective stage
3. Conative stage

Question 6

What is the cognitive stage?

Answer 6

Consumers engage in directing conscious attention to the target ad and thinking about its content

Question 7

What is the affective stage?

Answer 7

Emotional responses and the formation of attitudes or preferences

Question 8

What is the cognitive stage?

Answer 8

Behavior that might arise from exposure to advertising, including repurchasing the advertised brand or reusing it

Question 9

What is the cognitive response model?

Answer 9

It assumes that some kind of learning takes place in response to exposure to a persuasive message.

Question 10

Wha is the dual process approach?

Answer 10

Information processing, judgement and decision-making bust be viewed as an continuum.

Question 11

What are the 5 forces of Porter?

Answer 11

1. Supplier power
2. Buyer power
3. Competitive rivalry
4. Threat of substitution
5. Threat of new entry