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- 1How do we increase the variability explained in behavior?(other than increasing external and internal controls)Time.
Shorter the time period between behavioral intent and behavior, the increase in predicted power. - 2Risky behaviors require...Higher self efficacy because greater self efficacy reduces perceived risks in a behavior, which increases your likelihood of a behavior
- 36 things that drive all human behavior (expectancy values)1. status
2. social
3. information
4. monetary
5. self-reactive
6. entertainment - 4Media UbiquityAccessing media via multiple devices
ex: watching TV while on phone. - 5What does the elaboration likelihood model do?How we form our attitudes
- 6Brand Development Index (BDI)numerical display showing the geographic or demographic areas of a brands relative strengths or weakness of sales
*if BDI is 164, then 64% more likely to use brand in certain area. - 7How can you effectively measure ROI?digital metrics must be:
simple
relevant
timely
instantly useful
example: impressions, twitter followers - 8Category Development Index (CDI)numerical display showing the sales potential of a category
if CDI of 142, means 42% more likely to find product in an area. - 9FrequencyThe average number of times people (or households) are exposed to an advertising message, campaign, or vehicle
Frequency= GRP'S/Reach - 10RatingThe percentage of individuals (or households) exposed to an advertising medium at a particular moment
rating=# of people watching a show/# of people in the population x100 - 11ReachThe number of different individuals (or homes) exposed to a media schedule within a given period of time.
always expressed as a percent
reach= GRPS/Frequency - 12PulsingAlways advertising, sometimes less than other months.
- 13FlightingNo advertising some months.
- 14Continuous AdvertisingStay at one continuous level for advertising
- 15Within the ELM, please explain how routes to persuasion differ in their long and short-term effects. (how do they differ in attitude)Central has longer lasting attitude effects then peripheral. (more stable)
Initially you get a stronger effect with peripheral processing. It just lacks stability. - 16Define one reason why attitudes tend to remain stable. Then explain how advertisers can over come their resisting mechanism.Reasons:
Reactance-A negative reaction to perceiving person freedom is being threatened. (counteract: trail ability)
Forewarning-
Advance knowledge of persuasive attempts. (counteract-use product placement, or general congruence of media)
Attitude Polarization- Tendency to evaluate mixed evidence in such a way as to strengthen initial views and make them more extreme. (counteract: trail ability) - 17According to your readings on Reasoned Action and Planned Behavior, behavioral intentions are a function of: A. Sample demographics B. Early and early majority adopters C. Information or beliefs D. BehaviorC. Information or beliefs
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- Fichas sobre Sin título, creado por Laura Ashley Gal el 13/10/2014.
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- Laura Ashley Gal
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