Week1to7

Question 1

DAGmar

Answer 1

Defining-unaware
Advertising-aware
Goal- comprehensıon-ımage
Measured- attıtude
Advertising- actıon
Result

Question 2

FCB grid

Answer 2

Feel
Think
Do
Practical or important purchase effects this

Question 3

FCB grid 2

Answer 3

• High involvement + think = Think – feel – do  informative, e.g. washing machine.
  High involvement + feel = Feel – think – do  Affective, e.g. perfume or jewelry.
  Low involvement + think = Do – think – feel  Habit, e.g. toilet paper.
  Low involvement + feel = Do – feel – think  Self-satisfaction, e.g. chocolate or ice
  cream.

Question 4

4 stages of receiving

Answer 4

• Preattentive analysis- unconscous
• Focal attention- conscious
• comprehension( naming a difficult ingredient)
• elaborative reasoning

Question 5

• Perceptual analysis/processing:
• Conceptual analysis/processing

Answer 5

• perceptual- renk falan
• conceptual - telefon kullanan birisi

Question 6

hedonic fluencyand familiarity

Answer 6

perceptual- cirkin yazi guzel yazi
conceptual
gatorade
* bildigin sarkiyi kolay hatirlarsin

Question 7

voluntary -involuntary attending

Answer 7

voluntary- motivated and able
involuntary- salient, novel , vivid( kan reklami)

Question 8

Attkinson & Shiffrins Model

Answer 8

• memory as separate systems.
• LTM-semantic coding

Question 9

Baddely & Hitch

Answer 9

• working memory

Question 10

implicit memory

Answer 10

word stem completion
word fragment identification
lexical decision task

Question 11

supraliminal subliminal primes

Answer 11

• supraliminal primes people unaware of
  connection.
• subliminal primes people are unaware of stimulus

Question 12

familiarity

Answer 12

good for leader brands and copycats

Question 13

File-drawer model

Answer 13

stable attitudes

Question 14

Attitudes-as-constructions-perspective

Answer 14

opposite of file drawer model.
context dependent and formed on the spot.

Question 15

attidtude strength

Answer 15

• accesibility
• importance
• knowledge
• certainty
• ambivalance

Question 16

ABC of attitude formation

Answer 16

• Behavioral information-self-perception
  theory of

Question 17

Functions of attitudes

Answer 17

• Adjustment function
• Value expressive function:
• Ego-defensive function
• Knowledge function

Question 18

why buy things

Answer 18

• utilitarian
• self expression
• identity building
• hedonic

Question 19

lasswell

Answer 19

who what channel whom= effect

Question 20

McGuire’s information processing model hierarchical- criticized

Answer 20

(1) Attention
(2) Comprehension
(3) Acceptance
(4) Retention
(5) Behavior.

Question 21

cognitive response moel

Answer 21

passive listener of mcguire replaced by active thinker
thought listing technique

Question 22

Source congruity

Answer 22

famous chef kitchen

Question 23

fear appeals
unlikely when low self-efficacy

Answer 23

recommended action

Question 24

Message strategies

Answer 24

• Two-sided advertisements
• Native advertising(mediamarkt ta iphone reklami)
• Product placement
• sponsorship

Question 25

branded house
nike

Question 26

Brand Architecture

Answer 26

• Branded house (Monolitic)
• Sub-brands (Umbrella)
• Endorsed Brands
• House of brands (Branded)
• hybrid

Question 27

strong brand

Answer 27

• mental availability
• physical availability
• claim category’find your word, emotional laddering
• new category is good

Question 28

principle of compatibility:

Answer 28

, the attitudes toward safe sex (which is really general)
does not predict condom use well. However, attitudes toward condom use does
predict condom use well

Question 29

Theory of Planned Behavior

Question 30

Implementation intentions

Answer 30

• Attitude: increase the perceived benefits or decrease the perceived costs.
• Subjective norms: provide desirable social norms saying everyone
  does it or it is accepted.
• Perceived behavioral control: increase perceived control, easy to
  buy or use.

Question 31

the Chameleon
Effect

Answer 31

modeling someone-even emotions

Question 32

principles of Cialdini

Answer 32

compliance(action level of dagmar)
click-whirr

Question 33

principles of Cialdini 2

Answer 33

• social proof-follow others
• commitment/consistency
  foot inthe door,lowball,social labeling
• reciprocity-door in the face,thats not all
• liking name letter effect
• authority- heuristics ,trust/credibility
• scarcity

Question 34

online trust

Answer 34

• benevolent-company cares about the costumer- prevention focus
• integrity moral legal standards-prevention focus
  *able - promotion focus