ADPR 3100 Study Guide - Midterm Guide: Conjoint Analysis, American Express, Town Crier

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3100
• Professor: Hamilton, James

Document Summary

Roles of advertising: effectiveness is an advertiser"s goal. (8/19) Pressure you to buy (potentially powerful: cause you to buy behaviorism (powerful) Behaviorism innate drives and urges can be contained to certain stimuli. Plays to needs, urges, and instincts we cannot control and can be controlled by others (e. g. , food, water, shelter, romns) Advertising of this type is characterized by stimuli (ads) to condition responses that benefit the product or service. When it"s effective: cause classical conditioning: modification of involuntary reflex behavior (e. g. , ivan pavlov experiments) Symbolism: isolated textual characteristic = specific meaning. Rationalism needs and wishes under our control (rational self interest, rational choice) In this sense, advertising is not powerful. Advertising of this type delivers dependable, truthful information. (dependable information (ads) are crucial for informed decisions) When it"s effective: in convincing or persuading (dependable information (ads) are crucial for informed decisions) Denotation; intrinsic information: pressure you to buy culturalism (potentially powerful)