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IMC Ch 6

QuestionAnswer
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)
Created by: Camwalt
Popular Marketing sets

 



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