Exam 4: Brands and the Advertising Contribution

Advertising creates visibility for a product or brand through exposure,and consumers respond by selecting messages to which they pay attention,a process called selective perception.

Cognitive learning occurs when a presentation of facts,information and explanations leads to understanding.

Cognition is about how consumers respond to information.Explain the key components.

List the four categories of explanations for an ad failing to affect its audience as hoped.

Which of the following may NOT be branded?

Lauren is very particular about her coffee in the morning,using bottled water because the tap water in her office smells of chlorine and makes her coffee taste funny.She saw an ad for a coffee maker that had a filter to clear impurities from the water when making coffee.The ad had the headline,'Come on,this is your coffee we're talking about!' When Lauren saw that,she exclaimed,'Yes!' because she could identify with it on a personal level.What component of the affective response best signifies that aspect of self-interest like this ad does?

When consumers see the bright green 'unpeeled apple' logo of Woolworths and think of 'Fresh food people',this is an example of the brand as ______.

Name and describe the components of persuasion and how they work in advertising.

Your friend knows you're studying advertising and asks you why it is that we only notice a small fraction of advertisements we are bombarded with in our daily life.What would you tell them?

________ recognition or recall means respondents can tell what they remember about an advertisement without their memory being prompted by seeing it again.

The advertiser's objectives are focused on the message.

Which of the following statements best describes the trend in branding?

What role can brands play in developing a sustainable marketing mix?

Turning the page in the newspaper or a magazine,hitting the mute button on the television,tossing unopened mail that looks like an ad,and deleting spam without looking at it are all examples of consumers ________ the message.

When a brand establishes a familiar image and an expectation level based on familiarity,consistency and predictability,this is known as the brand ________.

The most devoted members of brand communities,brand cults or consumer tribes are called ________.

________ means the message connects on some personal level with the receiver.

One-way communication is useful:

John saw an ad for flowers that included the phone number 1-800-FLOWERS.Two months later,John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad,so he called and ordered flowers.What type of effect is this?

The brand personality states what the brand is all about,its essence.