MRKTNG 4550

Marketing 4550 Exam 2 Study Guide Last document update:   ago

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