MKTG 477 1st Edition Lecture 12 Outline of Last Lecture I Information Process Model II Promotional Strategies and examples Outline of Current Lecture II Active Consumer Cognitive Response Model a Commercial examples III Common measurements of advertising effectiveness IV Inactive and Active consumers V Cognitive responses Current Lecture Recent development paper 1 due Wednesday in class Active Consumer Cognitive Response Model Consumers thoughts at the time of ad exposure termed cognitive responses influence their feelings toward the advertisement and the advertised brand o It s not the ad that influences us it s our feelings Commercials shown in class Juicy Fruit locker room ad Levis Don t tell my girlfriend I m gay United Color of Benetton Sentenced to Death Drug ad rat coming out of mouth Play Station pees pants in bathroom playing handheld game Play Station Stay in tonight booger ad What are two often used measures of advertising effectiveness Product sales Advertising recall gives no information on how the consumer reacted to the advertisement Neither are good measures Inactive Consumer BAD These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Advertising exposure Outcomes sales ad recall Active Consumer Advertising exposure Consumer reactions cognitive responses Outcomes brand attitudes purchase intentions etc Differences between Affect Transfer Model and Active Consumer Model Affect Transfer Model only refers to generally feelings about an ad and takes place over time Active Consumer Model goes a lot more in depth and is immediate Cognitive responses include we want all positives but reactions depend on who is viewing your advertisement 1 Message related a Support arguments positive Nissan has a great warranty you believe Nissan makes great cars b Counter arguments negative You think Nissan makes lousy cars you disagree with what you think the ad is saying 2 Source spokesperson related a Source bolsters positive that person is good looking I like that athlete that guy in the ad looks like my brother I love my brother b Source derogations negative I don t like this ad because Tiger Woods in is it and he cheated on his wife 3 Ad execution related a Favorable positive I think the Juicy Fruit ad is funny b Unfavorable negative I think the Juicy Fruit ad is stupid 4 Miscellaneous won t be on exam a Getting cut off and having road rage while listening to Burger King ad negative attitude towards Burger King Missing step from Friday Yielding and acceptance is overcome by this model and cognitive response elicitations
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