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Final Exam Material - FinalExamMaterial November22,2010...

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Final Exam Material  15:12 November 22, 2010  Attitude formation  Cognitive strategies  Unique approach  Product demonstration  Emotional appeals  Affective strategies  Objective  Subjective  Behavioral intention  IS and Attitude Formation  Internal search  Type1: Brand awareness and product class         Internal I/S Type 2: Brand’s image/position  Type 3: brand’s performance on attributes          External I/S Type 4: unique brand  November 29, 2010  Cognitive Strategies  Unique approach 
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EX Commercial: Southwest Airlines “Wanna Get Away” Didn’t have to do with air travel at all, using a unique focus to position brand  Product demonstration  Type 3 Information  Brands performance  Claims/facts (demonstration) Emotional appeals  Aid consumers information processing  Process: Natural reaction to a persuasive message is to “counterargue”  defensive  barrier that we put up  Use emotional appeal to distract consumer from ad’s persuasive intent  Distraction that reduces the amount of counter arguing  Reduce counterarguing  persuasion is more likely to occur  EX: E-Trade commercials with talking babies  Potential for negative outcome  Mktr neg  Misidentify the brand  First 3 years energizer campaigned with bunny-people thought it was Duracell  Affective Strategies  “Like”  Based upon feeling toward the brand or a factual/rational “like” of the brand  Subjective approach (more of a “soft sell”) 
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Overall general benefits of the brand  Kinds of people who use the brand  Objective approach (“Hard shell”) Fact based  What is it that I want to strongly show that it’s better than others? Product demonstration  Emotional appeal moves more toward subjective approach (along with unique, but not  as much) Ex: Chevy “Like a Rock” Focuses on specific attributes  December 1, 2010  Attitude and Attitude Formation  Alternative Evaluation (A/E)   Attitudes 
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