Promotions Exam 2
What are the factors that marketers consider in choosing celebrity endorses?
Credibility, Attractiveness, Power
What's more important for an ad campaign—winning creative awards or generating sales for their clients' products?
Generating sales ultimately wins, but its more about balancing sales-oriented messages with the novelty and uniqueness of breaking through the clutter.
What is the difference between one-sided and two sided messages?
One-sided messages: "A message that presents only those arguments in favor of a particular position." Two-sided messages: "A message that that presents the arguments in favor of a proposition but also considers the opposing arguments."
What's the difference between a primacy versus a recency effect
Primacy-First item in a list is recalled Recency-Last item in a list is recalled
Understand the various executional frameworks (e.g. slice-of-life, fear, humor, etc.)***
Slice of Life- Product/ service being used in everyday life Fear- Humor-
Why do some marketers avoid the use of humor in their advertising?
Some marketers avoid the use of humor because they fear their product will become an object of ridicule, that consumers will laugh at them rather than with them
Why can the use of corporate leaders as spokespersons create problems?
The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual
Why is media planning so difficult?
Time Pressures inhibit proper planning
What's the difference between different message approaches (e.g. unique selling proposition, positioning, brand image, inherent drama, etc.) & be able to identify one if given an example
USP - functional attributes Positioning - consumer perspectives Brand Image - image, attitude or personality Inherent Drama - drama and benefits
Which cues (visual vs verbal) are the most easily remembered?
Visal
Why do some advertisers refuse to use two-sided messages?
are concerned over the negative effects of acknowledging a weakness in their brand
What's the potential problem for advertisers using a strong fear appeal?
message with a high level of fear may have inhibiting effects an be tuned out by teenagers
