Q uestion 6 explain why an advertiser may choose to

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Q UESTION 6 Explain why an advertiser may choose to adopt an emotional strategy in advertising. BSBADV602 Develop an advertising campaign
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Products are often bought on the basis of emotional factors. Appeals to emotion can be very successful if used appropriately and with the right brands. The use of emotion in advertising can include a range of both positive and negative emotions. Works well with categories that are associated with emotions such as jewelry or fashion apparel. Q UESTION 7 Explain the means end chain framework and is implications for relationships between consumers and advertisers. Assists in understanding the relationship between consumers and advertising messages Represents the linkages among brand attributes, the consequences of using the brand and the personal values that the consequences reinforce. Consumer sees the brand and its attributes as a means for achieving a desired end (desirable consequences or avoiding undesirable consequences) and the valued end-state resulting from these consequences. Touches the hearts of the end-users for them to buy the product. Needs to understand the buying behavior of consumers while designing their advertisements for the desired impact. Q UESTION 8 List and outline three key factors influencing consumer buying behaviour 1. Psychological Factors : The human psychology plays a crucial role in designing the consumer’s preferences and likes or dislikes for a particular product and services. Some of the important psychological factors are: Motivation Perception Learning Attitudes and Beliefs 2. Social Factors : The human beings live in a complex social environment wherein they are surrounded by several people who have different buying behaviors. Since the man is a social animal who likes to be acceptable by all tries to imitate the behaviors that are socially acceptable. Hence, the social factors influence the buying behavior of an individual to a great extent. Some of the social factors are: Family Reference Groups Roles and status 3. Cultural Factors: It is believed that an individual learns the set of values, perceptions, behaviors, and preferences at a very early stage of his childhood from the people especially, the family and the other key institutions which were around during his developmental stage. Thus, the behavioral patterns are developed from the culture where he or she is brought up. Several cultural factors are: Culture Subculture Social Class BSBADV602 Develop an advertising campaign
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4. Personal Factors: There are several factors personal to the individuals that influence their buying decisions. Some of them are: Age Income Occupation Lifestyle 5. Economic Factors: The last but not the least is the economic factors which have a significant influence on the buying decision of an individual. These are: Personal Income Family Income Income Expectations Consumer Credit Liquid Assets of the Consumer Savings Q UESTION 9 Explain the four types of consumer buying behaviour.
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