Exam 4: How Advertising Works

Interest and relevance create stopping power.

"To choosy people in a hurry, Chick-fil-A is the premium fast-food restaurant brand that consistently serves America's best-loved chicken sandwiches." This is the ________ for Chick-fil-A .

________ is illustrated by the favorite brand that you buy regularly.

A(n) ________ is mental readiness to react to a situation in a given way, is seen by many scholars as the most central factor in persuasion, and can be positive, negative, or neutral.

MINI-CASE Oust, a brand of air freshener, advertises how its product will get the odor out, not merely cover it up. The advertisement provides facts, information, and an explanation of how Oust can kill bacteria in the air that cause odors. -Refer to Mini-Case. Mary saw an ad for Oust on television and in a magazine, but she didn't purchase the product right away. She remembered the ads when she saw the product in the store and decided to try it then. What effect does this demonstrate?

Subliminal effects are message cues given below the threshold of perception, meaning you cannot easily perceive them because they are too brief to see or they are disguised in some way.

________ results when an advertisement initially makes an impression.

Explain what Carson Wagner found in his research that is highlighted in "The Inside Story."

________ takes place when the learner links one thing with another.

What restaurant is the subject of the chapter opening vignette that discusses building brands with renegade cows?

MINI-CASE Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and thirteen. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products. -Refer to Mini-Case. Hilary Duff, a singer and actress popular with the target market, appears in the commercial claiming the benefits of the product. Because she is well liked, respected, and believable to this target market, the ads were very successful. What is the most likely reason for the success of this campaign?

Great advertising is advertising that ___________.

Which of the following is NOT a component of persuasion?

Briefly explain Chick-fil-A's brand definition and positioning strategy.

________ means a brand takes on meaning when it is transformed from a mere product into something special, something that is differentiated from other products in the category by virtue of its brand identity and image.

Which of the following is NOT a component of association?

Brand promise is associated with which communication dimension of branding?

Explain how advertising employs both rational arguments and compelling emotions to create persuasive messages.

Describe the AIDA model and what it is used for.

There are some situations where advertising messages are designed to deter behaviors.