Exam (elaborations)

Marketing 4550 Exam 2 Study Guide

3 views 0 purchase

Course
MRKTNG 4550

Institution
Columbia College (CC )

Advertising Theory: 1.) Hierarchy of Effects a.) Awareness b.) Knowledge c.) Liking d.) Preference e.) Conviction f.) Actual purchase 2.) Means- End Theory 3.) Leverage points 4.) Taglines 5.) Verbal & visual images Attitude Sequence: 1.) Cognitive Affective Conative Rational Se...

[Show more]

Preview 2 out of 12 pages

View example

Uploaded on November 3, 2022
Number of pages 12
Written in 2022/2023
Type Exam (elaborations)
Contains Questions & answers

marketing 4550 exam 2 study guide
hierarchy of effects

Havilah Member since 2 year 253 documents sold

CA$15.34

Added

Add to cart Add to wishlist

100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached

Marketing 4550 Exam 2 Study Guide

Advertising Theory:
1.) Hierarchy of Effects
a.) Awareness
b.) Knowledge
c.) Liking
d.) Preference
e.) Conviction
f.) Actual purchase
2.) Means- End Theory
3.) Leverage points
4.) Taglines
5.) Verbal & visual images

Attitude Sequence:
1.) Cognitive Affective Conative

Rational Sequence:
1.) Cognitive Affective Conative

Affective Sequence: (help build stronger brand name)
1.) Affective Conative Cognitive

Conative Sequence:
1.) Conative Cognitive Affective

MECCAS (Means-End Conceptualization of Components for Advertising Strategy):
1.) Product Attributes
2.) Consumer benefits
3.) Leverage point
4.) Tagline
5.) Personal values
6.) Executional framework

Creating an Ad:
1.) Creative brief
2.) Message strategy
a.) Cognitive
-Generic messages
-Preemptive messages
-Unique selling proposition
-Hyperbole
-Comparative advertising
a.) Affective
-Resonance

, -Emotional
b.) Conative
-Action-inducing
-Promotional support
3.) Appeal
a.) Fear
-Severity & vulnerability
-Rewards to response efficacy
Intrinsic & extrinsic rewards
Response Costs
Cost efficacy
Response efficacy
-Appeal Strength
b.) Sex
-Subliminal approaches
-Sensuality
-Sexual suggestiveness
-Overt sexuality
-nudity
c.) Rationality
d.) Scarcity
e.) Music
f.) Emotions
-Consumers ignore most ads
-Rational appeals go unnoticed
-Captures attention, fosters attachment
g.) Humor
-Captures attention
-Hold attention
-Wins creative awards
-High recall scores
-Consumers enjoy a laugh
-Evaluated as likeable
4.) Executional framework
a.) Testimonial
b.) Demonstration
c.) Animation
d.) Slice of life
-Encounter
-Problem
-Interaction
-Solution
e.) Fantasy
f.) Informative
g.) Authoritative
5.) Spokesperson

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller Havilah. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for CA$15.34. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

73243 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling

Exam (elaborations)

Marketing 4550 Exam 2 Study Guide

Document information

Subjects

Written for

Seller

Reviews received

Content preview