IMC Study Sheet for chapter 5 and 6 exam
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Apr 3, 2024
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Study Sheet for Chapters 5 and 6 IMC Examination II
For each of the Message Strategies know the following:
What is the primary goal of the Cognitive Message Strategy?
used when rational arguments or pieces of information are presented to consumers
What is the primary goal of the Affective Message Strategy?
Designed to invoke feeling or emotion
What is the primary goal of the Conative Message Strategy?
Consumer direct to action
Be able to explain in detail at least 1 specific approach for Cognitive Message Strategy.
Generic, Preemptive: state advantage, Unique selling proposition, Hyperbole: untestable, Comparative: bounty wipes
Be able to explain in detail at least 1 specific approach for Affective Message Strategy.
Resonance: connects with experience, emotional: positive feelings, romance, pleasure
Be able to explain in detail at least 1 specific approach for Conative Message Strategy.
Encourage action: Fanduel bonus bets risk free
Be able to list the step(s) in the Hierarchy of Effects model that ties to Cognitive Message strategy
-Awareness ,knowledge
Be able to list the steps(s) in the Hierarchy of Effects model that ties to Affective Message strategy
-Liking, preference, and conviction
Be able to list the step in the Hierarchy of Effects model that ties to the Conative Message Strategy -Purchase
Know the 4 types of sources that can be used to deliver the message: Personal, commercial, public, word to mouth Be able to
explain
the 5 factors of Credibility that are used to evaluate the source (spokesperson)
Attractiveness, Trustworthiness, Similarity, Expertise, Likeability
Know in detail
the Humor
appeal. -elevates mood, recall | can overpower msg
Know in detail
the Fear
appeal
.-moderate works best, low unnoticed, high ignored
Know in detail at least 1 type of Sex appeal. Nudity
compare and contrast in detail
the Slice-of-life Execution Framework and the Storytelling Execution Framework. Encounter-Problem-Interaction-Solution, actors portray problem and solve themselves, voice over explains
Story telling resembles a 30 sec movie, has plot/story, viewer draws solution
BE ABLE TO EXPLAIN IN DETAIL USING A LINEAR DIAGRAM THE MEANS-END
CHAIN THEORY. BE ABLE TO GIVE AN EXAMPLE OF THIS THEORY USING THE DIAGRAM AND ITS 3 COMPONENTS. WORTH 1/5 OF THE EXAM POINTS
.
Message lead to end state of personal values: Low fat---Healthy---Self respect & wisdom
Calcium---healthy bones==comfort life=wisdom
Know the terms at the end of those 2 chapters because 10 of them are used in matching worth 10 points.
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