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Marketing 415 Exam 2 Verified Answers

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Marketing 415 Exam 2 Verified Answers 7 Core Message Strategies ️1. Promote brand recall 2. Link key attributes to the brand 3. Persuade the consumer 4. Get consumers to feel good about the brand 5. Scare/worry consumers into action 6. Situate the brand socially 7. Define the bra...

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  • September 27, 2024
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  • Mrkg 415 Exm 2 Verified Answer
  • Mrkg 415 Exm 2 Verified Answer
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Marketing 415 Exam 2 Verified Answers
7 Core Message Strategies ✔️1. Promote brand recall

2. Link key attributes to the brand

3. Persuade the consumer

4. Get consumers to feel good about the brand

5. Scare/worry consumers into action

6. Situate the brand socially

7. Define the brand image



Objective 1: Promote Brand Recall ✔️Two methods of repetition:

1. Pure repetition: # of ads, # of brand mentions in ads

2. Slogans/Jingles: link brand name to something memorable -- retrieval cue



Objective 2: Link Key Attributes to the Brand ✔️- Link brand to one or two key attributes

- Requires a bit more from the consumer and brand

- Lots of visuals (and copywriting)



Objective 3: Persuade the Consumer ✔️- Logical arguments

- High involvement ads (central route)

- Ex: reason-why ads, hard-sell ads, comparison ads, testimonials, demos, infomericals



Objective 4: Get the Consumer to Feel Good About the Brand ✔️- Main types of these ads: feel-good,
humor-based, sex appeal

- Affective association (feeling over thought)

- Link the good feeling from the ad to the brand

- Not fully understood, simple associations and more elaborative thought to combine

- Helps when the positive feeling resonates with the brand naturally

- Can be effective in the short-term but wear out problems

,- Often high attention, low brand recall



Objective 5: Scare/Worry Consumers into Action ✔️- Fear: fear provokes thought promotes sale
(requires a plausible threat for your brand to clearly solve)

- Anxiety: can last much longer than fear, anxiety appeals are very successful, the message should say
that the way to avoid the danger is to buy the advertised brand

- Too little.too much can overwhelm consumer

- Ethical issues often targeted at women



Objective 6: Situate the Brand Socially ✔️- Arguably the most important objective

- Situate the brand in a social setting often by letting it take on characteristics of its surroundings

- Consumer remembers/perceives brands as fitting into a social reality

- Two methods: slice of life ads, branded entertainment



Objective 7: Define the Brand Image ✔️- Basic idea: to create a distinct position for the brand through
pictorial representations

- Ex: Target Ads (we offer both high-end low-end goods, one stop shop)



Reason-Why & Hard-Sell Ads ✔️- Gives consumer a reason to buy and a SOCIAL DEFENSE (legit reasons)

- Hard Sell ads basically the same but with added sense of urgency (loss aversion = FOMO)

- BUT need a high level of involvement and can backfire via counterarguments



Comparison Ads ✔️- Demonstrate a brand's ability to benefit customers via comparisons to the
competition

- Used for both low involvements and high involvement

- Works better for low share brands attacking high share brand (underdog)

- Helps consumers decide to buy on their own

- Social justification

- BUT: can't do in many parts of the world, turns some consumers off, and very heavy legal exposure

, Testimonial Ads ✔️- A spokesperson takes an advocacy position in the ad

- 3 basic versions: celebrity, experts, average-user

- BUT: consumers forget who endorses what, celebrities often benefit more than product, can seem very
fake



Demos/Infomercials ✔️- "Seeing is believing"

- Infomericals much longer

- Build credibility when done well

- Gives consumer permission to buy

- BUT: infomerials have negative public image



Feel-Good Ads ✔️- Link the good feeling elicited by the ad with the brand

- Affective association (feeling over thought)

- Helps when positive feeling resonates with the brand naturally

- Can be effective in the short term but wear out problems especially is appeal is strong/overt



Humor-Based Ads ✔️- Still linking good feeling to the brand

- Idea is ATTENTION

- BUT positive impact of humor is weaker than its intuitive appeal

- Funny ads often good entertainment BUT poor ads

- Humor payoff should be integral to the message (the punchline should be product relevant)



Sex-Appeal Ads ✔️- Feelings-based advertising that tend to focus on sex from time to time

- Product-theme continuity matters

- Sex can benefit from extra attention

- Sex can be powerful tool when used to imbue a brand with meaning

- BUT can look cheap, may backfire and has short-run effect

- Muted sex appeals are most successful

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