Advertising Assignment II (Two-Part Assignment) PLEASE READ!!!

Hierarchy of Effects Model

Hierarchy of Effects Model

Message StrategyMessage Strategy Comparative

Advertisement Comparative

Advertisement Advertising AppealsAdvertising Appeals

Media StrategyMedia Strategy Media BuyerMedia Buyer ReachReach FrequencyFrequency

FLASH CARDS

Click on each card to view the definition.

ReferenceReference

Method advertisers use to help clarify the objectives of an advertising campaign

Hierarchy of Effects Model

BackBack (Clow & Baack, 2016, p. 146)

Primary tactic or approach used to deliver a message theme

Message Strategy

BackBack (Clow & Baack, 2016, p. 181)

Direct or indirect advertising comparison with a competitor based on some product attribute or benefit

Comparative Advertisement

BackBack (Clow & Baack, 2016, p. 181)

Advertising approaches to reaching consumers with ads featuring an element of fear, humor, sex, music, rationality, emotions, or scarcity

Advertising Appeals

BackBack (Clow & Baack, 2016, p. 181)

Process of analyzing and choosing media for an advertising and promotions campaign

Media Strategy

BackBack (Clow & Baack, 2016, p. 216)

Person who buys the media space and negotiates rates, times, and schedules for the ads

Media Buyer

BackBack (Clow & Baack, 2016, p. 216)

Number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period

Reach

BackBack (Clow & Baack, 2016, p. 216)

Average number of times an individual, household, or business within a particular target market is exposed to a particular advertisement within a specified time period

Frequency

BackBack (Clow & Baack, 2016, p. 216)

BackBack

Reference

Clow, K. E., & Baack, D. (2016). Integrated advertising, promotion, and marketing communications (7th ed.).

Pearson.