Summary: Psychology Of Advertising
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1.1 Lecture 1 Introduction
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What is the definition of advertising given in the lecture?
- A form of paid communication by an identified sponsor.
- Intended to inform or persuade target audiences about a product, service, or idea.
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What functions of advertising were listed in the presentation?
- Existence function - without ads, many media wouldn't exist.
- Employment function - creates job opportunities in advertising.
- Information function - communicates new products and prices.
- Persuasion function - aims to make people buy the product.
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How does advertising's persuasion function affect individuals?
- Changes or strengthens attitudes through advertising.
- Ultimately aims to influence consumers' behavior.
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What are the different effects of advertising according to the lecture?
- Affective effect involves emotions.
- Behavioral effect relates to actions, like purchases.
- Cognitive effect involves thought processes and beliefs.
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What does the FCB grid demonstrate about the effects of advertising?
- Shows the order of cognitive and emotional effects.
- Depends on the level of involvement and type of product.
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What are the four stages in processing advertising messages?
- Pre-attentive processing
- Focal attention
- Comprehension
- Elaborative reasoning
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What is pre-attentive analysis and what type of memory does it involve?
- Learning about products incidentally
- Information enters unconscious/implicit memory, retrievable later
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What are the two types of perceptual/conceptual processing in pre-attentive analysis?
- Perceptual processing: recalls physical features (colors, contours)
- Conceptual processing: relates to product use, affects even if it looks different
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What was Shapiro's experiment (1999) designed to demonstrate?
- Incidental ad exposure can induce conceptual processing
- Memory better for products seen in conceptually congruent context
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What is hedonic fluency, and how does perceptual fluency affect it?
- Ease of processing a stimulus contributes to positive evaluations
- Perceptual fluency: easy, font read = positive
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