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FINAL EXAM MATERIAL 11/9/09 Attitudes - The way we think feel and act (3 Components) o Cognitive (Thinking), Affective (Feel), Behavior (Act) o We form attitudes about a product, often times without any interaction with it o When changing cognitive components it requires information processing o Multi-attribute model – Find out what is important to the consumer May find that leading attribute that consumers use is not present in your product Solved by: Cause related marketing Convince them that attribute is not most important factor o Affective – Operant conditioning o Behavior – Operant conditioning Spokespersons o Online companies struggle to use spokespersons Hard to tie person to intangible website or product o Q-Score – Use to rate celebrities as far as how good they would be as spokespersons Cartoon, sports, dead, kids, cable etc. o DBI-Looks at 8 different factors Influence, breakthrough, trust, trendsetter, awareness, appeal, aspiration, endorsement o Celebs lose allure by endorsing too many products o Q-Factors are being developed for different segments Hispanic, children, o Source credibility – Trustworthiness and expertise Sometimes negative spotlight can boost sales – Hip-hop CDs Fear Appeal o Too much fear is perceive negatively o There is a right amount o Physical Fear vs. Social Fear Social fear – Head and shoulders, Axe, Proactive, mouthwashes o In order for fear appeal to work, viewer needs to feel in control o The higher the involvement, the lower the level of fear appeal needed Humor o Makes you remember a commercial o Makes you forget you are watching commercial, more tolerable o Creates positive associations with products o Works best for men, young professionals o Works on both radio and TV o Best with low involvement items 11/11/09 Sexual Appeal in Advertising – Sex sells
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o Been in use since Victorian times – Less overt o 1964 begins to become more overt o Why is it used? Stopping power – Stop and look at ad This can also be detrimental (Focus too much on sex appeal not actual ad) Comparative Advertisements o Used high and low involvement products o Great for small businesses trying to break into a market Must have a unique attribute Small or little known brands Illegal in some countries, Closely regulated in Europe o Used best with visuals (Print or TV), radio is ineffective o Problems with CA: Mentioning competitor Can project a lack of confidence o Studies show that people find CA’s more interesting o One sided vs. two sided messages One sided – Only talking about how wonderful a company is Two sided – Talking about positives and answering negatives Preferred by consumers Emotional vs. Rational Appeals o Rational – No fear, humor, sex appeal – telling it like it is Important for number crunchers o Emotional Need for more personality, they’re people as well Use subtle humor, get them to pay attention, change attitude
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This note was uploaded on 11/18/2010 for the course BMGT 451 taught by Professor Staff during the Fall '08 term at Maryland.

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