Psychology of advertising - Study guides, Class notes & Summaries

Psychology of Advertising Exam 1 Questions And Answers ( Verified And Updated ) What is advertising? - answerMarketing messages in paid media - paid - non-personal communication - by an identified sponsor - using media - to inform/persuade/influence the target audience Can ads "create" consumer needs? - answerNot necessarily; ads channel needs by reshaping them into wants for specific products/services that manufacturers can and promise to supply. Functions of advertising - answer1. ...

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) -Consumer Behavior (pg.3) - answerThe totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision- making units (over time). Consumer Behavior involved goods, services, activities, experiences, people, and ideas. -Offering (pg.3) - answerA product, service, activity, experience, or idea offered by a marketing organization t...

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) Advertising Wear-Out - answerCaptures the phenomenon that advertising repetition ultimately hurts advertising effectiveness because every subsequent exposure enables the generation of ever more negative consumer responses, such as scepticism and irritation. Accessibility - answerRefers to the speed and ease with which information is retrieved from memory Adjustment function of attitudes - answerAttitudes help us...

Psychology of Advertising Exam 1 Questions And Answers ( Verified And Updated ) What is advertising? - answerMarketing messages in paid media - paid - non-personal communication - by an identified sponsor - using media - to inform/persuade/influence the target audience Can ads "create" consumer needs? - answerNot necessarily; ads channel needs by reshaping them into wants for specific products/services that manufacturers can and promise to supply. Functions of advertising - answer1. ...

The Psychology of Advertising Exam Questions With Verified Answers Functions of advertising - answerTo inform: to provide useful information about a product or service. To persuade and change the response of the recipient: to make the offer attractive to the consumer Two forms of Persuasion - answerIncreasing attractiveness of offer: increase approach motivation. Reducing reluctance of consumer: reduce avoidance motivation. Informational or argument based appeal - answerPresent facts abo...

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. Brand - The label with which to desinate an individual product and differentiate it from competitions. Unique Selling Proposition (USP) - A summary statement used to meaninguflly differentiate the brand from the competition- key challenge for pofessional advertisers. Functions of Advertising - -Competition among firms: compe...

The Psychology of Advertising Exam Questions With Verified Answers Functions of advertising - answerTo inform: to provide useful information about a product or service. To persuade and change the response of the recipient: to make the offer attractive to the consumer Two forms of Persuasion - answerIncreasing attractiveness of offer: increase approach motivation. Reducing reluctance of consumer: reduce avoidance motivation. Informational or argument based appeal - answerPresent facts abo...

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) Definition of Advertising - answerAttempts to influence attitudes and behaviour with special means of communication - Presents brands and products attractively within target group - Demonstrates product benefits - Persuades customer to make a purchase Purpose of Advertising - answer- consumer perspective: motivate, inform, strengthen, entertain, socialize - provider perspective: launch, competitive, gain new c...

Psychology of Advertising All Verified Questions with Complete Solution

This is a summary for Marketing Communication, part of the Masters program of Persuasive Communication at the UvA. All literature for part B is summarized including all the articles. Literature - Belch, G. E., & Belch M. A. (2021/2022). Chapter 4: Perspectives on consumer behavior. - Kahneman, D. (2003). A perspective on judgment and choice: Mapping bounded ra- tionality. American Psychologist, 58(9), 697–720. - The Behavioral Architects. (n.d.). Framing: expanding the framing toolbox. ...