Week1to7 Flashcards
DAGmar
Defining-unaware
Advertising-aware
Goal- comprehensıon-ımage
Measured- attıtude
Advertising- actıon
Result
FCB grid
Feel
Think
Do
Practical or important purchase effects this
FCB grid 2
- 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.
4 stages of receiving
- Preattentive analysis- unconscous
- Focal attention- conscious
- comprehension( naming a difficult ingredient)
- elaborative reasoning
- Perceptual analysis/processing:
- Conceptual analysis/processing
- perceptual- renk falan
- conceptual - telefon kullanan birisi
hedonic fluencyand familiarity
perceptual- cirkin yazi guzel yazi
conceptual
gatorade
* bildigin sarkiyi kolay hatirlarsin
voluntary -involuntary attending
voluntary- motivated and able
involuntary- salient, novel , vivid( kan reklami)
Attkinson & Shiffrins Model
- memory as separate systems.
- LTM-semantic coding
Baddely & Hitch
- working memory
implicit memory
word stem completion
word fragment identification
lexical decision task
supraliminal subliminal primes
- supraliminal primes people unaware of
connection. - subliminal primes people are unaware of stimulus
familiarity
good for leader brands and copycats
File-drawer model
stable attitudes
Attitudes-as-constructions-perspective
opposite of file drawer model.
context dependent and formed on the spot.
attidtude strength
- accesibility
- importance
- knowledge
- certainty
- ambivalance
ABC of attitude formation
- Behavioral information-self-perception
theory of
Functions of attitudes
- Adjustment function
- Value expressive function:
- Ego-defensive function
- Knowledge function
why buy things
- utilitarian
- self expression
- identity building
- hedonic
lasswell
who what channel whom= effect
McGuire’s information processing model hierarchical- criticized
(1) Attention
(2) Comprehension
(3) Acceptance
(4) Retention
(5) Behavior.
cognitive response moel
passive listener of mcguire replaced by active thinker
thought listing technique
Source congruity
famous chef kitchen
fear appeals
unlikely when low self-efficacy
recommended action
Message strategies
- Two-sided advertisements
- Native advertising(mediamarkt ta iphone reklami)
- Product placement
- sponsorship
branded house
nike
Brand Architecture
- Branded house (Monolitic)
- Sub-brands (Umbrella)
- Endorsed Brands
- House of brands (Branded)
- hybrid
strong brand
- mental availability
- physical availability
- claim category’find your word, emotional laddering
- new category is good
principle of compatibility:
, 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
Theory of Planned Behavior
Implementation intentions
- 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.
the Chameleon
Effect
modeling someone-even emotions
principles of Cialdini
compliance(action level of dagmar)
click-whirr
principles of Cialdini 2
- 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
online trust
- benevolent-company cares about the costumer- prevention focus
- integrity moral legal standards-prevention focus
*able - promotion focus
