Exam 6: Brand Awareness and Brand Attitude Grid Tactics

Celebrity presenters usually do not increase brand recall over competing brands.

Likable ads have no influence on low-involvement/transformational brand attitude.

Up to seven pretested benefit claims can be used in a high-involvement/ informational ad.

High-involvement/transformational brand attitude tactics employ a key benefit claim that is reliant on a negatively-originated motive.

Split decisions about motive type are best resolved by assuming an informational motive.

Small brands that employ an implicit comparison approach in their advertising usually find it extremely effective.

The high-involvement/informational message in direct-reponse ads should apply the primacy effect of benefit order but also retain at least one important and unique claim until last to produce a recency effect in ad processing.

The brand or brand-item must be located within one of the two brand awareness boxes and in one of the four brand attitude boxes in the Rossiter-Percy Grid.

Split decisions about which brand awareness type the target audience most often uses are best resolved by assuming a brand recall objective.

The VisCAP model of presenter selection says that, for informational products and services, the presenter must be perceived as both expert and trustworthy.

Informational benefits are not important in high-involvement/ transformational messages.

The 2-second rule for TV commercials means that the pack shot or logo achieves sufficient exposure.

The Rossiter-Percy Grid focuses on the physical state, for purchase of our brand or brand-item, of the target audience group for whom the marketing communications campaign is intended.

The VisCAP model of presenter selection proposes six potentially influential characteristics of the presenter.

High-involvement/informational ad tactics depend on the target customer's prior attitude toward the brand-item.

Believability is important for high-involvement choices because benefit claims must be accepted in ad processing and not simply learned.

Low-involvement/informational ads should emphasize a maximum of two benefits.

As customers find it difficult to evaluate "credence goods," such as vacations or new cars, advertisers should be aware that overclaiming the transformational benefits for these types of products can be highly problematic.

Effective branding strategies involve high-involvement/transformational tactics that require executional stimuli in the message based on a selling proposition that is instinctual, archetypal, or strongly emotional.

Effective brand recall tactics require the brand name to be repeated as often as possible in an ad.