MKTG2238 Chapter Notes - Chapter 11: Master Sergeant, Classical Conditioning
Document Summary
Topic eight: message appeals & endorsers (chapter 11) Functions of music in advertising: attracts attention, promotes +ve mood. Increase receptivity of msg: communicates meanings, classical conditioning & tempo research in music. Distraction from msg content: attractive sources, bg, scenery, colors, music, arguments in favor of distraction. Initial attentional lure: enhance recall of msg points, evoke emotional responses (e. g. Lust / arousal: potential downside of sex appeals. Interference w/ processing of msg arguments & reduction in msg comprehension. Subliminal msgs & symbolic embeds: variety of practical probs prevent embedding from being effective in a realistic marketing context. Role of comparative advertising: advertisers directly / indirectly compare their products against competitive offerings & claim superiority, varies in direct explicitness of comparisons. Illegal in some countries: considerations when using comparative advertising. Use if audience don"t have prior preference for comparative brand. Use w/ new brands that possess distinct advantages over competition.
