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IMC Ch 6
Question | Answer |
---|---|
Source Attribute: Credibility | Result: Internalization |
Source Attribute: Attractiveness | Result: Identification |
Source Attribute: Power | Result: Compliance |
Q-Score Formula | % of those who say "one of my favs" divided by the % who have hear of the celebrity |
Comparative Ads | -Useful with new brands, used for brands with small market share, used often in political ads |
Fear Appeals | -stress physical danger or threats to health, may identify social threats, can backfire if level of threat is too high |
Humor Appeals | -can attract and hold attention, often best remembered, puts consumers in a positive mood |
qualitative media effect | the influence the medium has on a message (the magazine that an ad is used in gives value to the effect) |