MKTG 3501 Chapter 6: Chapter 6 Key terms:concepts Video
23 Dec 2018
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Message themes outline key ideas in an ad. Cognitive= generic, preemptive, unique selling proposition, hyperbole, comparative. Community trust bank, ashley furniture, value city, pepsi, coke, tide, old spice, dove, Generic cognitive= promotes a brand"s attributes or benefits without any claim of superiority versus competitors. Preemptive cognitive= makes a claim of superiority based on product"s specific attributes or benefit with the intent of the preventing competition from making same claim. Unique selling proposition= focuses on testable claim of uniqueness or superiority. Comparative cognitive= focuses on direct or indirect comparison to a competing brand. Affective message strategies= invoke feelings or emotions with the goal of enhancing likeability recall and comprehension. Resonance advertising= connects a brand with the consumer"s experience. Comfort advertising= encourages consumers to purchase a familiar brand rather than generic. Conative message strategies= encourage customer action, trial incentive, lead to immediate action. 7 types of advertising appeals= fear, humor, emotions, music, sex, scarcity, rationality.
