Psychology of Advertising Exam Questions With Verified Answers

Psychology of Advertising Exam Questions With Verified Answers Advertising - answerany form of paid communication by an identified sponsor, aimed to inform and/or persuade target audiences about an organization, product, service or idea paid placed consumer-based goal oriented long term focused proactive, not reactive integrated into the organization research & feedback can inform strategy channels needs & reshapes them into wants facilitates competition between companies way to communicate with customers key source of funding for media and other industries unique selling proposition - answersummary statement used to meaningfully differentiate the brand from the competition 2 Approaches to Advertising - answerInformational (argument-based appeal) Soft-sell (affect-based appeal) they coexist today, depending on the agency, client, product, etc. Informational (argument based appeal) - answer1800s; early 1900s inform customers what was for sale at what price and where one could buy it "tell approach" transitioned into the hard-sell approach, which was also called the "reason why approach" soft sell approach (affect-based appeal) - answerinfluence feelings and emotions rather than thoughts function of advertising - answerinform: creating or influencing non-evalutive responses, such as knowledge/beliefs persuade: generating or changing an evaluative response, such as that something is more favorable When used: 1. type of product 2. type of purchase 3. lifecyle of the product (introduction, growth, maturity, decline) 4. situation 2 strategies - answeralpha and omega strategies alpha strategies - answerinfluence the tendency to move toward something also known as the approach motivation omega strategies - answerinfluence the tendency to move away from something also known as the avoidance motivation psychological approach to advertising - answeridentifying the effects of advertising at the individual level seeks to articulate the interpersonal, interpersonal, and group-level processes that are responsible for the relationship between the advertisement and the response Active processing - answerwe come to messages with schemas and ideas already in place we are active in evaluating the messages we respond in many different ways social psychological approach - answer experiment based - answertest it ask them questions or to write, and we measure something independent variable: what is being changed dependent variables: what we measure after they see the stimuli (i.e. attitude, behavioral intentions) RANDOM ASSIGNMENT: helps isolate the effect of the message. requires randomly assigning participates into the experiment and control group. Everyone has an equal chance of being in a group so any difference between groups is related to the independent variable. theory based - answerprovides a roadmap for what we expect to happen predictive models - answerwe can predict how people will interpret advertisements correlation vs. causation - answercorrelation means they are related, causation means its proven that one actually causes the other Message parts - answersource (who is the source of the message?) argument quality (what is communicated? is it a strong claim? persuasive?) message structure (how the information is communicated and the order of the arguments) direct source - answerthe spokesperson delivers the message by speaking or demonstrating use of the product ex: katy perry talking in a mascara ad indirect source - answerthe spokesperson is associated with the product, but not delivering the message. ex: Kendall Jenner posing in a perfume magazine ad Logos are indirect source effects - answercredibility: expertise, trustworthiness attractiveness: rubs off on product primacy effect - answereasier to remember things that are presented first recency effect - answereasier to remember things that are presented last