RETL 369 Lecture Notes - Lecture 7: Brand Equity, Speech Recognition, Zac Efron
19 Oct 2016
Department
Course
Professor
Document Summary
Doves campaign for real beauty: social pressures of young girls, does not mention dove in ad. 2007 (cid:498)onslaught(cid:499) (cid:498)campaign for real beauty(cid:499) Message theme- outline of key ideas in advertisement. Benefits of visiting a dentist rather than specific dentist. You are the first to make a claim about product. A television advertisement for the waterfront grill. Popular cognitive approach (cid:498)dear john i found something better(cid:499) Direct or indirect comparison of a brand. Comparative: brand awareness increases, message awareness increases. Negative- less believable, negative attitude: negative comparative ad, spontaneous trait transference. Invoke feelings or emotions: connects with consumer experience, comfort marketing. Emotional advertising: emotions lead to recall and choice, consumer and b-to-b markets, leads to positive feeling. Advertisement by cheerios using a resonance affective message strategy. Advertisement for the cub cadet engaging immediate action! Hierarchy of effects model and message strategies (7. 2)** Rotoscoping-drawing animated characters in scenes with real characters.
