New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Chapter 10 Notes

by: Allison Notetaker

Chapter 10 Notes MKTG4025

Allison Notetaker
View Full Document for 0 Karma

View Full Document


Unlock These Notes for FREE

Enter your email below and we will instantly email you these Notes for Advertising Management

(Limited time offer)

Unlock Notes

Already have a StudySoup account? Login here

Unlock FREE Class Notes

Enter your email below to receive Advertising Management notes

Everyone needs better class notes. Enter your email and we will send you notes for this class for free.

Unlock FREE notes

About this Document

Advertising chapter 10 notes
Advertising Management
Sean Rugless
Class Notes
advertisement, Advertising, advertising management, Marketing, business, chapter 10




Popular in Advertising Management

Popular in Marketing

This 2 page Class Notes was uploaded by Allison Notetaker on Thursday February 25, 2016. The Class Notes belongs to MKTG4025 at University of Cincinnati taught by Sean Rugless in Spring 2016. Since its upload, it has received 37 views. For similar materials see Advertising Management in Marketing at University of Cincinnati.

Similar to MKTG4025 at UC

Popular in Marketing


Reviews for Chapter 10 Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 02/25/16
Advertising Chapter 10 Notes:  Context for Message Strategy: o Advertising Strategy (planning, creative, media placement) o Message Strategy  Objectives (what to say, quickly) and methods (how)  Message: has different roles and objectives  Objective #1: Promote Brand recall o Memorable, makes consumers remember brand o Methods: A. Repetition Ads B. Slogan and Jingle Ads C. Point-of-Purchase Branding  Objective #2: Link key attributes back to the brand name o Methods: A. Unique Selling Proposition (USP) Ads: emphasizes a unique property of brand or product  Objective #3: Persuasion o Methods: A. Reason-why Ads: highlights benefits to consumer, permission to buy (luxury), high involvement B. Hard-sell Ads: high pressure, urgent, buy now C. Comparison Ads D. Testimonial Ads: celebrity endorsement E. Demonstration Ads F. Infomercials  Objective #4: Affective Association o Methods: A. Feel Good Ads: positive association btw brand & consumer B. Humor Ads: pervasive/breaks through clutter, may adversely affect comprehension/too funny to support brand or message C. Sex-appeal Ads  Objective #5: Scare the consumer into Action o Methods: A. Fear-Appeal Ads: threat must be plausible, need clear and reliable solution (global warming)  Objective #6: Change behavior by Inducing Anxiety  Objective #7: Define the brand image o Methods: A. Image Ads: product info is almost exclusively visual  Objective #8: Give the brand desired social meaning o Methods: A. Slice-of-life ads: Apple/Coca-cola B. Branded Entertainment: Product Placement/web Films  Objective #9: Resolve Social Disruption and cultural Contradictions  Tie the brand to social/cultural movements  Objective #10: Transform Consumption Experiences  Transformational Ads: experience emphasized  In the end…. o Message development is where the advertising and brand battle is won or lost… o Creatives have to turn client wishes into effective advertising o Creatives need to get into the mind of the consumer/target audience  Messages are received by different people in different ways o Advertisers need to merge culture, mind, and brand


Buy Material

Are you sure you want to buy this material for

0 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Anthony Lee UC Santa Barbara

"I bought an awesome study guide, which helped me get an A in my Math 34B class this quarter!"

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.