comm review #3

comm review #3 - DiFranza et al. (1991) When was the Old...

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DiFranza et al. (1991) When was the Old Joe created? 1988 4 Marketing Measures: 1. Recognition. Compared the proportions of teenagers and adults aged 21 and over who recognize Old Joe cartoon character. 2. Recall. Compared the ability of teenagers and adults to recall from a masked Old Joe advertisement then type of product being advertised and the brand name. 3. Appeal. Compared how interesting and appealing a series of Old Joe cartoon character advertisements were to teenagers and adults. 4. Brand preference. Compared brand preferences of teenaged smokers prior to the Old Joe cartoon character campaign with those of 3 years into the campaign to determine if the campaign had been more effective with children or with adults, and to determine if Camel had been repositioned as a children’s brand. Results: Children most likely to recognize Old Joe cartoon. Children more successful than the aduts in identifying the product being advertised and the Camel brand name. Children ofund Camel advertisements more appealing than adults. Camel cigarettes are now most popular with children and progressively less popular with older smokers. Smith and Atkin (2003) Children’s Comprehension of Ads : Distinguishing Programs and Commercials: Older children 9-12 paid less full attention during commercials than did their younger counterparets 5-8. These results show that older viewers may be more likely to detect commercials and thus tune out such content when it appears on screen. Youth are more likely to recognize commercials on perceptual qualities of the ad, such as its length. Older children, are more likely to rely on conceptual methods arrticuted of programming. Majority of children 4-5 can make distinctions between programs and commercials. 1. Look at child’s attention. 2. Identify when commercial comes on. 3. Verbal questions Persuasive Intent: 8-10. Middle-elementary school Older children should be more likely than younger children to comprehend the persuasive intent of advertising and to realize that the strategies used in such messages may be biased or misleading. Comprehension of selling intent increases with age. Children typically do not understand selling intent until mid elementary school. Older kids less trusing of advertising. Young kids think that commercials function as information, not persuasion.
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1. Kids should trust advertising more when they don’t understand persuasive intent. 2. Increased skeptisim (affect) toward commercials. Intended Effects: Product Purchase Requests: 4 methods to study this: 1) self-report survey 2) Diary study- mothers filled out product requests in viewing logs for 4 weeks 3)Projective technique or story completion- shows kids show discretion in the products they ask for 4) Behaviroal observation Childern who watched more Sat. morning TV asked for more oofd requests. Exposure to TV advertising increases children’s purchse influence attempts, with heavy viewers of TV more likely to make such product requests than light viewers. Older children make
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This test prep was uploaded on 10/23/2007 for the course COMM 203 taught by Professor Smith during the Spring '06 term at USC.

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comm review #3 - DiFranza et al. (1991) When was the Old...

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