IMC Media Tools

29 important questions on IMC Media Tools

What is the hierarchy of effect model?

A marketing approach suggesting that a consumer moves through a series of six steps when becoming convinced to make a purchase: awareness, knowledge,liking.


Steps:
Awareness        Cognitive
Knowledge
Liking
Preference       Affective
Conviction
Purchase         Conative

What is a means end chain?

An advertising approach in which the message contains a means, the message, to lead the consumer to a desired end state. It is based on the life values.

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?

An approach that suggests using six elements in creating ads:
The product attributes,
consumer benefits,
leverage points,
Taglines
personal values,
executional frame work.
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What is a tagline?

a catchy, easy to remember phrase.

What is a visual esperanto?

universal language that makes a global advertising possible

What is a leverage point?

It moves consumer form benefits to personal value and links attributes benefits and personal values.

What do we mean with advertising appeals? And what are the 7 main ones?

advertising approaches to reach consumers through using
- sex
- humor
- music

- Fear
- Rationality
- Emotions
- Scarcity

What are the reasons for using humor in ads?

1. Captures attention
2.Holds attention
3.Wins creative awards

What are the reasons for using emotional appeals?

1. Consumers ignore most ads
2.Rational appeals generally go unnoticed
3.Emotional appeals can capture attention

What is the message strategy?

The primary tactic used to deliver the message theme

What is the cognitive message strategy?

The presentation of rational arguments or pieces of information to consumers.

What is a generic message?

Direct promotions of product attributes or benefits without any claim of superiority.

What is premptive message?

Claims of superiority based on a specific attribute or benefit of a product that preempts the competition from making the same claim.

What is a USP-Unique selling proposition?

unique aspect

What is a hyperbole?

Making an untestable claim based upon some attribute or benefit.

What is a comperative advertisement?

The direct or indirect comparison of goods or service to the competition.

What are affective message strategies?

Advertisements designed to invoke feelings, and emotions and match them with the goods, service, company.

What is an expert authority?

When a persion convinces viewers that a given product is superior to other brands.

What are sources and spokespersons?

Persons in the advertisement who makes the actual presentation.

What is resonance advertising?

An advertisement that attempts to connect a product with a consumers experience to develop stronger ties between the product and the consumer.

What is comfort marketing?

An advertising effort designed reasure consumers.

What is emotional advertising?

An advertisement that attempts to elicit powerfull emotions

What is a conative message strategy?

Designed to lead directly to some type of consumer response.

What is an action inducing conative advertisements?

To create situations that end up in purchasing.

What is promotional support connative advertisements?

Advertisements that are designed to support other promotional efforts.

What is an executional framework?

The manner in which an ad appeal is presented.

What is a variabillity theory?

A theory stating that when a consumer sees the same advertisement in different environments, the ad will be more effective

Name three types of sources:

Celebrities, CEO's, Experts, typical persons

Name three characteristics of affective spokespersons?

Credibility, similarity, likeability

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