Consumer Attitudes
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Transcript of Consumer Attitudes
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Consumer Attitudes
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Attitudes
– Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object
– in marketing, “object” can be a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli.
What is an attitude?
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Attitudes attitudes are acquired, we are not born with them attitudes can be positive or negative attitudes may be complex and contradictory attitudes are functional for an individual's lifestyle attitudes have different intensities attitudes fit our central values attitudes are unique to each individual attitudes can be modified and influenced by persuasion attitudes are assumed to be linked to behaviour (e.g
purchasing)
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Why, From a Marketer’s point of view, is it important to know about Attitudes?
If a consumer is favorably disposed towards your product or service (i.e. has a positive attitude) then you want to keep them so disposed
If they are unfavorably disposed or neutral then you want to change their attitude.
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Therefore we need to know
How to Change Consumers Attitudes?
Why Consumers Form Attitudes?
How Consumers Form Attitudes?
How to Measure Consumers Attitudes
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Development of Attitudes
– personality of the individual– family – peers– experience– education– culture– subculture, nationality
Attitudes are learned predispositions; therefore, their development is influenced by
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Functions of AttitudesUtilitarian: Do the products provide some benefit or reward?
Any attitude adopted in a person’s own self-interest
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Value-expressive: Does the product say something about who I am or would like to be? Is it self-expressive.
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Ego-defensive: Does the product protect my self-esteem Does it help overcome any self doubts
Edna's plight: Bad breath. A Listerine ad from the 1920s.
“If it’s bad you won’t be welcome… Play safe….use listerine”
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Knowledge function: does the product help me to organize the information – does the product meet the needs for order and structure
Rooibos ad provides reassurance that product is organic and caffeine free
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Which is more likely to be affective in forming a positive attitude toward a particular brand of coffee?
Copy that said the coffee was flavourful
Copy that said the person was discriminating
What type of attitude function do each of the above appeal to?
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The ABCs of attitudes: The Affective Component
(feelings)I feel good about myself when I
drive a BMW
The Behavioral Component (action toward object)I will buy a BMW next time
The Cognitive Component (beliefs)I think BMWs are quality cars
Three Components of Attitudes
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Attitudes and the High-Involvement Decision Process
• Need arousal• Information search• Evaluation of Alternatives
– Beliefs
– Feelings
– Intention to Act
• Purchase• Post-Purchase behaviour
Hierarchy of Effects
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Fishbein’s Multi-attribute Theory Fishbein’s model argues that consumers’
attitudes towards a brand derive from their beliefs about the attributes of the brand and their evaluations of those attributes
Three factors influence attitude formation:1. salient attributes for an object/product
2. extent to which consumer believes product contains these salient attributes
3. Importance of the attribute to the consumer
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Fishbein’s Multiattribute Theory
Step One: List of AttributesStep Two: Obtain the relative importance of them (weights). The more important the higher the weightStep Three: Obtain the evaluation of each brand with respect to each attribute.
(6=Excellent, 5=Very Good, 4=Good, 3=Bad, 2= Very Bad, 1=Poor)
Step Four: Apply Fishbein’s Formula to obtain the mathematical solution
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Fishbein’s Multi-attribute Theory
Aijk = (Bijk x Iik): where
– A = Attitude toward brand/product/etc.;– i = attribute– j = brand– k = consumer– I = Importance weighting– B = Extent to which the brand is believed to
possess the attribute
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Example Application of Fishbein’s Multi-attribute Theory
In Crowfoot, there are 3 banks: TD, CIBC, Royal. We would like to know the overall or general attitude consumers
have to each Step One: List of Attributes: customer service, hours, products,
parking facilities, etc Step Two: Obtain the relative importance of them (weights).
Service 2, Parking 1 Products 3, Hours 4 Step Three: Obtain the evaluation of each bank with respect to each
attribute. (6= Excellent, 5=Very Good, 4=Good, 3=Bad, 2=Very Bad, 1=Poor)
Step Four: Obtain the mathematical solution, applying Fishbein’s Model.
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Example Application of Fishbein’s Multi-attribute Theory
Importance Royal TD CIBC
Service 2 5 2 3
Hours 4 3 5 3
Products 3 5 3 3
Parking 1 2 2 2
___ ___ ___
Total 39 35 29Which Bank does the customer have the best attitude toward?Which the worst attitude?What would you do if you were responsible for CIBC?
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Implications of Attitude Research for Marketing Strategy
Product positioning and repositioningShows which attribute has a competitive
advantage and which a disadvantageAdvertising-focus on certain
attributes/benefitsMarketing researchSegmentation
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Measure of Attitude not equal to Behaviour
Does not address situational factors
Not all attitudes are equal - some strongly held others weakly (conviction)
Does not consider social factors e.g. influence of friends and family ‘my family think I should buy X’
Assumes that we have been able to specify adequately all the relevant attributes (e.g. interest rates)
Problems with Fishbein’s Model
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Fishbein’s Theory of Reasoned Action
A refinement of his multi-attribute modelNow considers conviction with which attitude
held - more of a behavioral intention modelIntroduces ideas of importance of opinions of
significant others (subjective norms) and a consumer’s motivation to comply with the opinions of these significant others.
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Attitudes can also apply to ads?
Most people hate pop-up ads
How do the ads influence attitudes towards the brand?
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Attitude-Toward-the-Ad Model
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.
Head on
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Measuring Attitudes
Ideally one would measure– consumers’ beliefs towards a brand– consumers’ feelings towards owning or using the
brand – consumers’ intentions towards purchasing the brand
In practice most measures focus on measuring beliefs and feelings
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ATTITUDE MEASUREMENT Semantic differential scale Likert scale Rank-order scales
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Modern Store
Low prices
Unfriendly staff
Narrow product range
Sophisticated customers
Old- fashioned store
High prices
Friendly staff
Wide product range
Unsophisticated customers
Semantic Differential ScaleFor each statement tick ( X ) the box that best
describes your feelings about WalMart.
ATTITUDE MEASUREMENT
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Likert scaleStrongly
agreedisagree Neither
agree nor disagree
agree Strongly agree
Cost is the most important consideration when buying a new car
1 2 3 4 5
AGREEMENT IMPORTANCE
FREQUENCY QUALITY
LIKELIHOOD
ATTITUDE MEASUREMENT
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Rank the following soft-drinks from 1 (best) to 5 (worst) according to your taste preference:
Coca-Cola _____
7-Up _____
Dr. Pepper _____
Pepsi-Cola _____
Mountain Dew _____
Rank-Order Scales
–Top and bottom rank choices are ‘easy’
–Middle ranks are usually most ‘difficult’
ATTITUDE MEASUREMENT
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General Strategy
e.g. general attitude towards buying a car
1. elicit important attributes. E.g. reliability, safety, economy, cost, style, performance.
2. quantify the beliefs and feelings about these attributes by ranking the attributes according to some scale (e.g. Likert)
3. Compare brands on various attributes
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Attitudes and Marketing Strategy Market research to track changes in attitude over
time and for brand comparison In new product development - focus on preferred
attributes In segmentation - focus on those attributes which
particular segments favour In helping tailor promotional strategies and in
measuring the effectiveness of promotions
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Attitude Change
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How can marketers
change attitudes?
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Deep seated attitudes are internalised and become part of the person's value system
Attitudes are difficult to change because they are so important to the individual – e.g. New Coke
The Marketer’s Challenge
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What is this ad trying to do?
“You think smoking makes you look cool, think again. Cigarettes stain your teeth permanently. And there’s nothing cool about that”
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Branding
America
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Marketing messages are designed to persuade consumers to change brands
The effort to persuade will influence how to market/advertise
Who will be depicted using the product in the ad
How the message should be constructed
What media to use
Where to advertise
Persuasionthe active attempt to change attitudes
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Strategies of Attitude Change
Changing the Basic Motivational Function.
Associating the Product With an Admired Group or Event.
Resolving Two Conflicting Attitudes.
Altering Components of the Multi-attribute Mode.
Changing Beliefs About Competitors’ Brands.
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SourceSource
MessageMessage
MediumMedium
ReceiverReceiver
FeedbackFeedback
FeedbackFeedback
EncodingEncoding
TransmissionTransmission
DecodingDecoding
THE ELEMENTS OF COMMUNICATION
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THE SOURCE
Who is delivering the message can have a big impact on whether it will be accepted.
a credible source can be particularly persuasive
ExpertiseExpertise TrustworthinessTrustworthiness
ObjectivityObjectivityAttractivenessAttractiveness
source credibility
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Source Credibility
Credibility can be enhanced if the source’s qualifications are perceived as relevant to the product being endorsed. If they are seen as experts.
Expertise
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AwarenessDue to their fame and high profile, celebrity endorsers enable messages to stand out and break through the media clutter.
hold the viewer's attention a consumer is more likely to keep the television on the channel showing a commercial with Wayne Gretzky than a commercial with an unknown actor.
provide testimony for a product or service,especially effective when the product has contributed to their celebrity eg. consumers may be more likely to try a motor oil endorsed by Al Unser, Jr. This relationship can increase a consumer's belief and trust in the product and its benefits.
Instant credibilitywhen consumers see a credible celebrity endorsing a product, consumers think that the product must be at least ‘OK’
Celebrities as Credible Sources
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PR coverage: celebrities are topical and create high PR coverage. Celebrity-company marriages are covered by most media
To create positive attitudes towards products and generate sales EG for sports figures, people know they are not going to be as good as these athletes, but having their equipment makes them feel better.
Approximately 20% of all television commercials feature a famous person from the world of sport, television, movies or musical entertainment
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The goal of the “got Milk” campaign is to reverse the 30-year decline in milk consumption by increasing consumers’ awareness of the nutritional value of milk and changing their attitudes toward the product.
Celebrities and athletes are appropriate endorser for a product such as milk since they are highly recognizable and respected (at least most are)
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Drawbacks of using Celebrities
$ $Pepsi Shaquille O'Neal $25 million
Nike Tiger Woods $105 million
Buick Tiger Woods $40 million
Reebok Venus Williams $40 million
Reebok Allen Iverson $100 million
Shick Andre Agassi $19 million
Nike Michael Jordan $40 million
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Drawbacks of using Celebrities
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Consumer cynicismPeople know celebrities get paid a lot of money for endorsements and this knowledge leads them to cynicism about celebrity endorsements.
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There has to be a link between product and celebrity
Sainsbury’s used Catherine Zeta Jones for its recipe advertisements when she was caught shopping in Tesco (UK grocery stores)
Cybill Shepherd was endorsing beef industry when said she did not eat meat.
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Source Attractiveness
Beautiful people are used in advertising because
consumer's pay more attention to ads containing attractive models
degree of attractiveness influences consumer's product evaluation - the more attractive the higher we evaluate the product.
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Trustworthiness
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stress a unique attribute or benefit of the product - USP
showing convenience of use
showing new product or improved features
indirect comparison with other products
demonstration of the product in use
demonstration of tangible results
no principal character - i.e. more time is devoted to the product
people incidental to the message
The Message
What makes a marketing message persuasive?
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WordsVersus
Pictures
WordsVersus
Pictures
ArgumentArgument
Messageas Metaphor
Messageas Metaphor
VividnessVividness
Type ofAppeal
Type ofAppeal
RepetitionRepetition
FactorsAffecting
Persuasiveness
FactorsAffecting
Persuasiveness
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Words or PicturesWhich conveys the message best?
Visual
affects aesthetic evaluations
stress on creativity
factual information conveyed poorly
Verbal
Takes more time for consumer to process
Better suited to high involvement medium - eg print
harder to remember therefore more repetition needed
verbal elements are more effective when reinforced by an accompanying picture
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Bloomingdales 1898
Corn Flakes, 1933 Cosmopolitan, 2004Royal Crown Cola, 1963
Throughout the 20th century pictures have gradually replaced words.
Early advertising tried to persuade the reader with a series of facts about the product contained in the ad.
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VIVIDNESS precise descriptions or vivid graphics command attention remembered more than vague messages
Companies that focused attention on their culture kept employee turnover to just 6.2% compared to 20% for industry at large.
Vs Companies that focused attention on the culture kept employee turnover lower than for the industry at large.
according to industry sources three out of every four watch breakdowns are due to water getting into the case
Vsaccording to industry sources, many watch breakdowns are due to water getting into the case
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Repetition is the mother of teachers
increases familiarity and brand awareness
The idea behind the use of repetition in advertising is that we, like Pavlov's dog, will become conditioned to behave in a certain manner; namely, we will respond by buying the product
Not only are ads repeated, but repetition is also used within the ads or commercials themselves
too much repetition leads to habituation -- consumer ignores stimulus because of boredom.
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boredom can be eliminated by slightly varying the content of ads around a common theme
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Constructing the Argument
One-Versus two-sided argumentsOne-sided arguments
persuasive messages that support one side of an issue or one product - stress on attributes and benefits
cannot address questions
usually more persuasive with audiences who have little or no comprehension of an issue..
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two-sided arguments
provide information about both positive and negative attributes of a product or service
Negative attributes trivialised or refuted
Help to differentiate the product
works well when receivers are not already loyal to the product
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Why would a marketer want to draw attention to the negative aspects of their product?
audience may pay more attention to it. When topics are made more interesting or involving messages are processed more thoroughly.
more credible than one-sided ads because they admit that the advertised brands have shortcomings.those exposed to the two-sided messages were more likely to have a more favourable attitude after the exposure. provides a built-in counter claim, or opposing message.
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type of two-sided message
includes positive attributes about a product or service and some negative aspects of its competitor's product product A is better than product B.”
Comparative advertisement
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Can be direct or indirect.
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the negative inclusions may lead a consumer to believe that there are more positive attributes to associated with the product or service when it admits that it has competitors.
often works in priced-based advertising in print media, where competitors' prices are compared side-by-side.
This ad positions Savin against Xerox. The X is obviously in reference to Xerox. Canon and Mita are also mentioned in the ad
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Pitfalls of Comparative AdvertisingConfusing
Every mention of a competitor's name or product in an advertisement increases the probability that the audience will think the ad is for that competitor.
audience may also doubt the credibility of the biased ad
Free exposure for the compared brand
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http:/www.arbys.com/features/arbys_commercial.php?comm_nbr=1
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Pitfalls of Comparative Advertising
false or misleading statements could lead to litigation.
Eg. 1992 Ad for Maytag dishwasher said that "Nobody, But Nobody Cleans Better than Maytag or Holds More Dishes!" supported by results of a proprietary test. Whirlpool argued that its dishwasher cleaned better based on independent tests.
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Comparative AdvertisingThe FTC considers comparative advertising
deceptive unless:1. The comparisons are based on fact.2. The differences advertised are statistically
significant.3. The comparisons involve meaningful issues.4. The comparisons are to meaningful
competitors.
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Types ofMessageAppeals
EmotionalVersus
Rational
Humourous
Fear Sex
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EMOTIONAL APPEALS
emotional versus rational appeals
to head or heart depends on the product and the
type of relationship the consumers
have with it. - ads for cars focus on
emotion recall for ad contents tends to be
better for thinking ads than for
feeling ads Products are sold today through
the use of emotional appeals and
identifications.
This ad created an avalanche of response by featuring a call to action combined with a highly charged emotional appeal.
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images and text in this ad are designed to have the maximum emotional effect for one purpose: to persuade the reader to make an act of charity
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Heart or Head?
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Humorous appeals
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Effective humour surprises the audience, and at the same time, speaks some sort of truth.
The goal in using humour in advertising is to make the audience laugh, and, more importantly, have them walk away thinking "this company understands me"
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Effective at catching people's attention.
Recognition scores high for humorous ads
Inhibit consumer from counter arguing which increases the likelihood of message acceptance
more effective when brand is clearly identified – creates a positive attitude
subtle humour usually best
Humor enhances liking.
Advantages of Humorous Appeals
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Brands will be remembered more if they are intimately entwined in the humour
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Humor is more appropriate for low-involvement products and feeling-oriented products than for high-involvement products.
1996 advertisers spent $10 billion on humorous ads out of the total $100 billion spent on all ads
72 percent of the 100 Best Commercials of All Time use humor to reach the target audience
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funny material can dominate the message and thus the product recognition is lostCulturally relativeReduces Comprehensiona punch line that doesn't pay off – can backfire
Pitfalls of Humorous Appeals
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Fear Factor Highlight the risk or negative consequences of not using the brand or of engaging in unsafe behaviour Fear of social physical harm or social disapproval Fear stimulates message involvement common factor for public-policy issues e.g. stop smokingPitfall - distract customer from focal product (ie. dwell on the fearful event rather than the proposed solution)
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Ads with fear appeals are also effective in capturing people’s attention. However, self-defense mechanisms (distraction and counter arguing) may decrease its evaluative effects Fear appeals are usually most effective when only a moderate amount of fear is induced increasing levels of fear do no result in increased change
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Which ad is more effective?
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And this one…
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ATTITUDE CHANGE (cont’d..)
Attitude Change Induced by Shock: “Meth – Not Even Once”
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a solution to the problem should be presented. otherwise consumers will tune out the ad since they can do nothing it solve the problem
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Sex Appeal
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Resonance
a literary device that employs a play on words (a double meaning) to communicate a product benefit.
puns are used as “attention-grabbers
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The ad we’ve all been waiting for: THE SACK O' SAUCE IN A CAN O' MEAT!