Chapter 10 Flashcards Preview

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Flashcards in Chapter 10 Deck (33):
1

10 objectives

brand recall, key attribute, persuade, affectice association, fear, anxiety, brand image, leverage disruption, social context, transformational ad

2

promote nrand recall

easily remember, more likely to buy - repition, slogans and jingles, POP

3

link key attributes to the brand name

get consumer to remember the brand and associate it with an attribute - USP

4

USP

unique selling proposition - ad strongly emphasizes a sunique quality of the brand

5

Subaru ad

USP is rough durable reliable

6

persuade the consumer

convince consumer through arguments that their brand is the best choice

7

methods to persuade the consumer

reason why, hard sell, comparison, testimonial, demonstration, advertorials, infomercials

8

reason why ads

points out reasons

9

hard sell ads

BUY NOW

10

comparison ads

demonstrating benefit by comparion

11

testimonial ads

spokesperson takes an advocacy position

12

demonstration ads

seeing is believing

13

infomercials

5 to 60 minutes of television time

14

affective association

feel good about the brand - feel good, humour, sexual appeal ads

15

feel good ads

connect positive emotions

16

humor ads

pleasant association, get people talking

17

sex appeal ads

grab attention and evoke positive feelings

18

calvin klein ad

uses sex appeal more strategically

19

Action via fear

by a product by instilling fear, make consumer think that the brand can alleviae this feeling - fear appeal

20

fear appeal ads

highlights a risk or something dangerous that occurs when not taking a specific action

21

twins tower ad

ineffective, negative affect

22

meth ad

meth ruins lives

23

Action via anxiety

plays on anxieties and create negative feelings

24

anxiety ads

proble as lurking around every corner and the brand can protect you

25

social anxiety ads

negative social judgement

26

Define Brand Image

rely predominately on visuals instead of copy

27

Leverage social distruption and cultural contridiction

get consumers to see brand as a way to resolve tensions, your brand gets it

28

Situate brand in a social context

give brand a desired social meeting with a social setting - slice of life, product placement

29

land rover

wildlife

30

sky vodka

sexy

31

diesel

no core meaning

32

brand image ads

land rover, sky, diesel

33

Transformatioal ads

very sophisticated, usage is transformed and made better