RETL 369 Lecture Notes - Lecture 6: Long-Term Memory, Brand Equity, Stereotype
19 Oct 2016
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Ads somewhat or very interesting 55% Ads not interesting at all 12% Ads very influential in purchase decisions- 6% Ads somewhat influential in purchase decisions- 29% Nearly half of 18-34 year-olds influenced by advertising. 37% of 35-44 year-olds influenced by advertising. Hierarchy of effects model: awareness, knowledge, liking, preference, conviction, purchase. Message (means) lead to end state (personal values) Means-end conceptualization of components of advertising strategy (meccas) Model suggests six elements: product attributes, consumer benefits, leverage points, taglines, personal values, executional framework. Don"t leave home without it- amex there are somethings money cant buy, -mastercard. Got milk think different- apple the few the proud-marines you deserve a break today-mcdonalds a diamond is forever-debeers. Severity and vulnerability: severity level of consequence, vulnerability probability of event occurring. Response efficacy: intrinsic reward - internal, extrinsic reward- value of the event of reward, response costs, self- efficacy, response efficacy. Used in 30% of tv and radio ads. Humor causes consumers to: watch, laugh, remember.
