Psychology of Advertising: Summaries, Study Notes and Practice Exams - UL
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Fill in the blanks: Memory interference for advertisements and brands is mainly caused by ... and ...
When you hear the slogan, “I’m lovin’ it”, you immediately think of McDonald’s. You remember that the McDonald’s logo is made up of two “golden arches”. What kind of memory are you retrieving?
Fear-arousing appeals are most effective when....
Both the information processing model of McGuire (1968) and the Cognitive Response Model (Greenwald, 1968) have a problem that the Elaboration Likelihood Model (Petty & Cacioppo, 1986) and Heuristic Systematic Model (Chaiken, 1980) solve. What is that problem?
When product information in advertising is congruent with one’s self-schema:
Which of the following statements is true about explicit and implicit attitudes?
Dove | ||
I will never reach the standard of a super model | ↔ | I feel beautiful |
↓ | ||
Real beauty |
Of which principle of Power Brands is the above schema an example?
Using nice scents during a demonstration of a new product, is an example of
Imagine that, as an advertiser, you want to broadcast a commercial for Nike on Times Square in New York. What are, according to Fennis and Stroebe (2016), three potential ways to draw involuntary attention of consumers?
According to Cees Wijnnobel, what are the three ingredients for an effective advertising campaign?
Imagine that you want to investigate people’s implicit attitudes towards Levi's by using an Implicit Association Test (IAT).
How does the IAT work in general?
How would you apply this method to answer your research question?
What outcome would you expect if people have positive implicit attitudes about Levi's?
The IAT uses reaction times to assess people’s implicit attitudes. It assesses the strength of an association between two concepts with positive and negative evaluations. The speed with which people associate a specific concept with either a positive or negative evaluation indicates their implicit attitude towards this concept.
Participants are presented with words on a computer screen that fall into four categories: Levi's related words, words related to another store, positive words and negative words. In the first trial, participants are required to press a key (e.g., Z) when a presented word is a Levi's related word or a positive word, and to press another key (e.g., M) when a presented word is a word related to another store or a negative word. In a second trial the task is reversed (Levi's with negative and other store with positive).The computer records the response latencies for each of the categorizations.
If participants have a positive attitude towards Levi's, response times will be shorter when Levi's related words share the same key with positive words than with negative words.
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Advertising = any form of paid communication by an identified sponsor, aimed to inform and/or persuade target audiences about an organization, product, service or idea.
Advertising doesn’t create needs, but channels needs by reshaping them into wants. A side effect is the growing importance of a brand = the label with which to designate an individual product and differentiate it from competitors. Unique Selling Proposition (USP) = a summary statement used to meaningfully differentiate the brand from the competition. This is the key challenge in building brands.
Newspapers and magazines are among the main advertising media. Advertisers reach about a billion people per day through display and classified ads. Market shares have decreased due to television and internet, but magazines are still popular when targeting audiences with special interests; consumer segments that share common interests, values, or lifestyles.
Informational/argument-based appeal = straightforwardly informing consumers about the product, its price, and where it can be bought. This approach is also called the ‘reason-why approach’. A less aggressive approach, emotional/affect-based appeal = aiming to influence the consumer’s feelings/emotions rather than his thoughts. These appeals coexist.
Advertising had a place in society on an aggregate level:
On an individual level, advertising can inform and persuade the individual consumer. With informing, the emphasis is on creating/influencing non-evaluative consumer responses like knowledge or beliefs. When persuading, the focus is on generating/changing an evaluative (valenced) response, in which the advertised brand is viewed as more favourable than before compared to competitors.
Motive for an informational appeal: to communicate something new and potentially relevant about a product, service or idea. Used more frequently for durable goods (products that can be used repeatedly, e.g. a freezer), than for non-durable goods (e.g. food). They are also more often used in developed countries than in developing ones. The most frequent communications are about performance, availability, components/attributes, price, quality and special offers.
The product life cycle (PLC) has four stages:
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Fill in the blanks: Memory interference for advertisements and brands is mainly caused by ... and ...
When you hear the slogan, “I’m lovin’ it”, you immediately think of McDonald’s. You remember that the McDonald’s logo is made up of two “golden arches”. What kind of memory are you retrieving?
Fear-arousing appeals are most effective when....
Both the information processing model of McGuire (1968) and the Cognitive Response Model (Greenwald, 1968) have a problem that the Elaboration Likelihood Model (Petty & Cacioppo, 1986) and Heuristic Systematic Model (Chaiken, 1980) solve. What is that problem?
When product information in advertising is congruent with one’s self-schema:
Which of the following statements is true about explicit and implicit attitudes?
Dove | ||
I will never reach the standard of a super model | ↔ | I feel beautiful |
↓ | ||
Real beauty |
Of which principle of Power Brands is the above schema an example?
Using nice scents during a demonstration of a new product, is an example of
Imagine that, as an advertiser, you want to broadcast a commercial for Nike on Times Square in New York. What are, according to Fennis and Stroebe (2016), three potential ways to draw involuntary attention of consumers?
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