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...
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
- 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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