Flashcards
BSNS103 flashcards 3
Cards in this deck (16)
- 16 approaches of persuasionReciprocity: we are more likely to give (buy) if we receive first e.g. free testers
Scarcity: People tend to find things that are not readily amiable more attractive
Authority: People tend to believe authoritative figures
Consistency: We try not to contradict what we have stated before
Liking: We tend to agree with those who we like or admire
Consensus: We will consider what others do before we act ourselves - 2Tactical Communication options when trying to persuadeWho will be the source of the message?
How will the message be constructed?
What media will transmit the message?
What target market characteristics will influence the ads acceptance? - 3The SourceWhere the message is coming from e.g. an actor within an ad, or an external individual
- 4Source EffectsThe same words said by different people have different meanings and effects on the audience
- 5Non human endorsersA character or cartoon that is the face of the brand and message
Similar to a source but instead of the message coming from the sender, it is rather influenced by the endorser
e.g. ronald mcdonald - 6Two factor theoryExpresses how people psychological processing of a message changes with repetition
-Positive learning factor (interest, familiarity)
Negative tedium factor (boredom) - 7Different structures of arguments1 sided: purely supports the original argument
2 sided: presents both sides of an argument - 8Comparative advertisingWhen a brand compares itself to another brand on specific attributes
- 9Types of message appealsEmotional/Rational
Sex appeal
Humorous
Fear - 10CultureThe sum total of learned beliefs/values that serve to direct the consumption behaviour of individuals - (societys personality)
- 11Consumption cultureA culture created through consumption
- has come from the change of social values to focus on the self and the emergence of shopping as a leisure activity - 12Cycle of disillusionmentDesire --> Acquisition --> Use --> Disillusionment = never satisfied
Disillusionment: a feeling of disappointment - 13Collective intelligenceHarnessing the power of a large number of people and using their intelligence to solve a problem
- 14Tribal marketingAnother way to segment consumers
- A brand tribe = capable of collective action
-- together apple users can bond together to make something happen e.g. new updates, phones - 15Search engine marketingA form of internet marketing that involves the promotion of websites (brands) by increasing their visibility and search engines result pages
- 16Maslows Heirachy reversedWith such an individualistic culture, people are willing to disregard their safety needs and focus on self actualisation etc. Thy want to look good in order to fit in at the expense of general health
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- Flashcards on BSNS103 flashcards 3, created by tahliamoir on 28/09/2015.
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