chapter 16

Question 1

what are the effects ads have on consumers?

Answer 1

1. can switch negative opinions to positive opinions
2. help consumers rank attributes
3. reinforces positive attitudes consumers have toward brands

Question 2

what is product advertising? What is a specific type?

Answer 2

1. influencing consumers to buy a particular product or service
2. pioneering advertisment: influencing consumers to buy a new type of product or product category
   - explain benefits of product
   - advertise during the early stages of the product development

Question 3

what is the AIDA model?

Answer 3

Model used by advertising agencies to advertise products to the consumer. This can be done through
-creating awareness
-gathering attention
-creating desire to buy product
-leading to action to buy product
dependent on what experience consumers have with the product

Question 4

what are the different creative decisions one can make when advertising?

Answer 4

1. how to let people know benefits of the product
2. tell an emotional storytelling experience
3. state the facts of why the product is beneficial
4. provide a unique proposition: exclusive or desirable and believable offer