advertising ploys PHIl 211
Terms in this set (12)
If we laugh we remember, and if we remember we buy
Catchy Slogans and Jingles
If it sticks in your head, it is likely to repeat itself in your head when you are making your buying decision.
Create "needs" by creating fears of "not measuring up" and offer a way to alleviate the fear
attaching "positive" words (pleasure, fresh, clean) to your product to elicit a positive opinion about the product
Words that give false appearances. (e.g., "may help", "as low as". "up to"
the "bad stuff" at the bottom that tells you everything in big print is a lie
exaggerated claim that skirts the literal truth but does so in a way that does not deceive most audience. "We have the lowest prices."
products associated with sex are easier to remember. Good looking models seem to make a product seem better
positive associations make the product seem better
appeal to desires to have a certain image; often "most expensive" is portrayed as "the best"
seeing a celebrity behind a product makes people want a product -- even if people know they are only there because they were paid to be.
Low involvement buying
Ads are most effective for cheap items. Since most everything that costs little is pretty much the same, and you are likely not to put much thought into purchase anyway, you are more likely to buy something you have heard about repeatedly.
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