Psychology of Advertising, Exam 1
What is advertising? - correct answer-Marketing messages in paid media
- paid
- non-personal communication
- by an identified sponsor
- using media
- to inform/persuade/influence the target audience
Can ads "create" consumer needs? - correct answer-Not necessarily; ads channel needs by
reshaping them into wants for specific products/services that manufacturers can and
promise to supply.
Functions of advertising - correct answer-1. Facilitating competition (for consumer attention,
preference/choice, and financial resources)
2. Funding mass media (newspapers, TV, radio, internet)
3. Creating jobs
4. Communicating with consumers about products
5. Informing and persuading individuals
Inform - correct answer-has emphasis on creating/influencing NON-EVALUATIVE consumer
responses such as knowledge or beliefs
Persuade - correct answer-has emphasis on generating or changing an EVALUATIVE
consumer response
Market power - correct answer-- potential monopoly
- all about power and money
- focus on the higher price, not higher quality
Market information - correct answer-- market of free ideas
- more consumer knowledge focus
- reduced power for individual brands
- better pricing/distribution
Perspectives on advertising - correct answer-- naive approach
- economic approach
- media approach
- creative approach
- psychological approach
Naive approach - correct answer-assumes that advertising must be effective because it is
everywhere, it is vast and it is a growing industry
Economic approach - correct answer-addresses the effectiveness by comparing the
expenditures of the ad with the changes in sales for the product
, Media/Exposure approach - correct answer-evaluates the effectiveness of an ad by how
many people in the target audience were exposed to the ad
- the extent of reach
- cannot inform us of the actual impact that is made
Creative approach - correct answer-assumes that an ad is effective based on how well-made
and creative it is
Psychological approach - correct answer-brings it to the personal level: relates ad stimuli to
the individual consumer response
- seeks to articulate interpersonal, intrapersonal, and group-level psychological processes
that are responsible for the relationship among the stimuli and response
- cognitive
- affective
- behavioral
Cognitive response measures (psychological approach) - correct answer-(THOUGHTS)
- awareness
- recall & recognition
- knowledge or beliefs
- attitude
Affective response measures (psychological approach) - correct answer-(FEELINGS)
- feelings
- moods
- emotions
Behavioral response measures (psychological approach) - correct answer-(ACTIONS)
- behavioral intention
- actual behavior
Source credibility - correct answer-influences processing when recipients are not motivated
to process the message otherwise
Source attractiveness - correct answer-sex appeal, physical attraction to appeal audience
Argument quality - correct answer-WHAT is communicated about the product & how
strong/persuasive the supporting argument is
Message structure - correct answer-HOW product information is communicated and the
order of presentation
- best for last
- best first
Message sidedness - correct answer-one-sided: only supportive statements
two-sided: positive & negative arguments represented
What is advertising? - correct answer-Marketing messages in paid media
- paid
- non-personal communication
- by an identified sponsor
- using media
- to inform/persuade/influence the target audience
Can ads "create" consumer needs? - correct answer-Not necessarily; ads channel needs by
reshaping them into wants for specific products/services that manufacturers can and
promise to supply.
Functions of advertising - correct answer-1. Facilitating competition (for consumer attention,
preference/choice, and financial resources)
2. Funding mass media (newspapers, TV, radio, internet)
3. Creating jobs
4. Communicating with consumers about products
5. Informing and persuading individuals
Inform - correct answer-has emphasis on creating/influencing NON-EVALUATIVE consumer
responses such as knowledge or beliefs
Persuade - correct answer-has emphasis on generating or changing an EVALUATIVE
consumer response
Market power - correct answer-- potential monopoly
- all about power and money
- focus on the higher price, not higher quality
Market information - correct answer-- market of free ideas
- more consumer knowledge focus
- reduced power for individual brands
- better pricing/distribution
Perspectives on advertising - correct answer-- naive approach
- economic approach
- media approach
- creative approach
- psychological approach
Naive approach - correct answer-assumes that advertising must be effective because it is
everywhere, it is vast and it is a growing industry
Economic approach - correct answer-addresses the effectiveness by comparing the
expenditures of the ad with the changes in sales for the product
, Media/Exposure approach - correct answer-evaluates the effectiveness of an ad by how
many people in the target audience were exposed to the ad
- the extent of reach
- cannot inform us of the actual impact that is made
Creative approach - correct answer-assumes that an ad is effective based on how well-made
and creative it is
Psychological approach - correct answer-brings it to the personal level: relates ad stimuli to
the individual consumer response
- seeks to articulate interpersonal, intrapersonal, and group-level psychological processes
that are responsible for the relationship among the stimuli and response
- cognitive
- affective
- behavioral
Cognitive response measures (psychological approach) - correct answer-(THOUGHTS)
- awareness
- recall & recognition
- knowledge or beliefs
- attitude
Affective response measures (psychological approach) - correct answer-(FEELINGS)
- feelings
- moods
- emotions
Behavioral response measures (psychological approach) - correct answer-(ACTIONS)
- behavioral intention
- actual behavior
Source credibility - correct answer-influences processing when recipients are not motivated
to process the message otherwise
Source attractiveness - correct answer-sex appeal, physical attraction to appeal audience
Argument quality - correct answer-WHAT is communicated about the product & how
strong/persuasive the supporting argument is
Message structure - correct answer-HOW product information is communicated and the
order of presentation
- best for last
- best first
Message sidedness - correct answer-one-sided: only supportive statements
two-sided: positive & negative arguments represented
