60
Psychology of Marketing & Advertising (Subject) / 7. How advertising influences buying behavior (Lesson)
- Benefits of sponsorships Increase brand awareness (new or unknown brands!!) Might lead to positive brand attitude due to ease of processing (pleasant experience) Brands could make only their own products available, beaucse People who otherwise wouldn’t try it are forced to try it
- Instruments of Lowering resistance to persuasion 1. Two-sided ads 2. Product placement 3. Sponsorships
- A no-fit or incongruities of Sponsor and event makes us assume that another brand sponsor the event Ja
- Sponsors can try to increase congruity by highlighting links with the brand /e.g. easy-to-prepare-food from Heinz) Ja
- Issues with sponsorships 1. Viewers of sports events pay little attention to sponsor billboards (not realize) 2. Biased recall of sponsors – heuristics Congruity: Appropriate fit to the event Market prominence: We might misattribute a sponsorship to a more prominent sponsor
- Congruent sponsorships remembered more easily Ja
- Event sponsorship is more effective if the event is incongruent with the brand because it creates surprise. False
- Bei der Defense Motivation beachtet die Person nur die Argumente genauer, die ihre Einstellung unterstützen oder die entgegengesetzte ablehnen. Ja
- Die Impression Motivation bezieht sich auf das persönliche Bedürfnis einer Person, Einstellungen zu besitzen, die sozial annehmbar sind. Ja
- je stärker eine Einstellung ist, sie umso resistenter gegen Veränderungen ist. Die Einstellungsstärke hängt dabei von der Einstellungszugänglichkeit ab Ja
Advertisement