IMC Media Tools
29 important questions on IMC Media Tools
What is the hierarchy of effect model?
Steps:
Awareness Cognitive
Knowledge
Liking
Preference Affective
Conviction
Purchase Conative
What is a means end chain?
Atributes > Benefits > Personal values
Low fat > Healthy > Self respect/wisdom (Example for milk)
What is MECCAS- Means end conceptualization of components for advertising strategy? And what are the 6 elements?
The product attributes,
consumer benefits,
leverage points,
Taglines
personal values,
executional frame work.
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What is a tagline?
What is a visual esperanto?
What is a leverage point?
What do we mean with advertising appeals? And what are the 7 main ones?
- sex
- humor
- music
- Fear
- Rationality
- Emotions
- Scarcity
What are the reasons for using humor in ads?
2.Holds attention
3.Wins creative awards
What are the reasons for using emotional appeals?
2.Rational appeals generally go unnoticed
3.Emotional appeals can capture attention
What is the message strategy?
What is the cognitive message strategy?
What is a generic message?
What is premptive message?
What is a USP-Unique selling proposition?
What is a hyperbole?
What is a comperative advertisement?
What are affective message strategies?
What is an expert authority?
What are sources and spokespersons?
What is resonance advertising?
What is comfort marketing?
What is emotional advertising?
What is a conative message strategy?
What is an action inducing conative advertisements?
What is promotional support connative advertisements?
What is an executional framework?
What is a variabillity theory?
Name three types of sources:
Name three characteristics of affective spokespersons?
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