HC 1

Question 1

What is advertising?

Answer 1

Any form of paid communication by an identified sponsor aimed to inform and/ or persuade target audiences about an organization, service or idea.

Johar challenges this idea, because modern advertising suggest there may or may not be payment and sponsors can be anonymous.

Question 2

What are some facts about advertising?

Answer 2

-It is ancient.
-Includes informational, argument-based and emotion, affect-based appeals
-Is adjusted to consumer segment and/or product life cycle
-Can follow an alpha (approach) vs. Omega (don’t avoid) strategy

Question 3

What is the product life cycle?

Answer 3

Early on: need to create demand, awareness

Later on: need to differentiate from competitiors, extend product range

Question 4

What is consumer segment?

Answer 4

Who is begin targeted and how precisely.

Question 5

What kind types of evalutations are there?

Answer 5

Media => reach/ exposures
Psychological approach => causal mechanism of stimulus –> response, deeper explanation

Question 6

What is the purpose of advertising?

Answer 6

-Facilitating competition
-Communication with consumers
-Informing and persuading consumers
-Funding public mass media
-Creating jobs

Question 7

Does advertising inform about a product that fit needs or does it actually creating need/desires?

Answer 7

Some evidence leads to more comparison with others. More material desire/dissatisfaction.

Question 8

What is the psychological approach to advertising?

Answer 8

Identify effects of advertising at the individual level. Relate specific advertising stimuli to specific and individual consumer responses. Articulate the intrapersonal, interpersonal or group-level psychological processes that are responsible for the relation between advertising stimuli and consumer responses.

Question 9

What are the models of advertising?

Answer 9

-Sales-response models
-Hierarchy-of-effects models

Question 10

What are sales-response models?

Answer 10

They only measure aggregate input-output with no mechanism.

They are concave or S-shaped. Concave has diminishing returns to additional spendings. S-shaped has low initial impact then a saturation point.

Question 11

What are the hierarchy-of-effects models?

Answer 11

Cognition/attention affects attitude affects behaviour. It follow the Think ,Feel, Do.

-AIDA
-DAGMAR

Evalution plays a key role in each model.

Question 12

What is AIDA?

Answer 12

Attention –> Interest –> Desire –> Action

Variants are AIDCA, AIETA, AKLPCP

Question 13

What is DAGMAR?

Answer 13

Defining advertising goals for measured advertising results.

Inform: Category need, Brand awareness, Brand Knowledge

Persuade: Brand attitude, brand purchase intention, purchase facilitation, purchase, satisfaction, brand loyality.

Question 14

What is FCB?

Answer 14

Foote, Cone and Belding adds level of involvement and different order to Think, feel, do.

Allows for more flexibility, however doesn’t allow for individual differences in involvement, instead assumes per product.

Question 15

What do sales-response models and hierarchy of effects models have in common?

Answer 15

All assume sequence, passive consumer. No underlying processes/interactions.

Question 16

What is the cognitive response approach?

Answer 16

Consumer is an active processor of information. They use eleboratepersuasion, resistance or neutral position. Attitude change is explained by how a person responds to a message. Basis of dual process theories. Adds spectrum of involvement.

Elaborative thinking linked to persuasion. Still seems to assume higher involvement, which is why dual process theories are important.

Question 17

What is the replication crisis?

Answer 17

Previous meta-anlysis of 277 experiments showed effects was reliable and substantial, but it could not be replicated.

Not just poor research methods and statistics, but also a low bar for what counts as good explanation.

Question 18

What is bounded rationality?

Answer 18

A behavioral bias that occurs when human decision-making process attempts to satisfice, rather than optimize.

Question 19

What are attitudes?

Answer 19

An evaluation of an attitude object. It has 3 components: cognitive, affective and behavioral.

Formed based on:
-Genetics
-Social learning
-Derive from own behavior
-Experiences
-Mere exposure

Question 20

How are attitudes measured?

Answer 20

With self-report questions. Implicit attitudes are distinct from explicit and can be measured with an implicit association test or with nonverbal measures such as physiological responses.

Not all attitudes are equally important to a person. This can be measured with attitude accessbility or attitude strengths.

Question 21

What is true about attitude change?

Answer 21

Attitudes predict behaviour, but not always. They are linked to behaviour as stated in the theory of planned behaviour. People may change their attitude as a response to attitude-inconsistent behaviour. Intention-behaviour gap can exist.

Question 22

What are the two types of persuasive communication?

Answer 22

-Yale attitude change approach
-Elaboration likelihood model of persuasion

Question 23

What is the yale attitude change approach?

Answer 23

Who said what to whom?

Source: credible and attractive sources are more persuasive

Message: High quality and emotion-evoking messages are more persuasive

Audience: states and traits influence how vulnerable/resistant someone is to persuasion

Question 24

What is the elaboration likelihood model of persuasion?

Answer 24

Spectrum of involvement:
-High involvement (central)= effortful controlled processing when motivated and able

-Low involvment (peripheral)= easy heuristic processing when not motivated or not able

Question 25

What are the six principles of Cialdini of social influence?

Answer 25

1. Reciprocity (unwanted gifts)
2. Consistency (low ball)
3. Liking (difficult to say no to a friend)
4. Scarcity (only one in stock)
5. Authority (obey commands)
6. Social proof (canned laughter)