Lecture 7 Flashcards
What is the first objective of essential messages?
To promote brand recall
What are the methods of promoting brand recall?
Repetition and slogans
What is the second objective of essential messages?
To link key attributes to the brand name
What are the advantages of linking key attributes to the brand name?
By strongly linking one attribute to one brand it becomes extremely difficult for other brands within the same market to use that attribute for their own marketing
What are the disadvantages of linking key attributes to the brand name?
Competitive interference
If other brands use the same attribute as you to describe their product it can become confusing for consumers
What is the third objective of essential messages?
Persuade the customer
What are the methods of persuading the customer?
Reason with the consumer
Hard-sell ads
Comparison ads
Testimonials
Demonstration ads
What is the objective of an advertisement that reasons with the consumer?
Advertisement that is meant to reason with a potential consumer by pointing out to the receiver that there are good reasons why this brand will be satisfying and beneficial
What is the objective of hard-sell ads?
Ads that influence a consumer to purchase a produce by way of making the consumer feel that it is urgent to buy the product; they are pressured to buy the product
What is the objective of comparison ads?
This is the kind of ad that persuades the consumer by comparing a product from a competitor to their own product
What is the objective of testimonials?
Persuade the consumer through the use of a spokesperson who champions the brand in an advertisement rather than simply providing information
What is the objective of demonstration ads?
Ads that show the viewer how the product works and proving to them that it does in order to persuade them to purchase the product
What is the fourth objective of essential messages?
Affective Association; Get the consumer to Feel Good about the Brand
What is the purpose of affective association?
Advertisers want consumers to like their brand. They do so by providing to the consumer reasons why they should like a brand and link good feelings to the brand
What are the methods of accomplishing affective association?
Feel good ads
