2. Memorable Advertising What are some of the most memorable ads that you can recall? What made it so memorable? Do you recall what their product/service was?
13. Hierarchy of Effects Six sequential steps when making a purchase Awareness Knowledge Liking Preference Conviction Actual purchase Is this ALWAYS the way?
14. Means-End Theory Message/means leads to an end goal/state Comfortable life, fun, happiness, peace, pleasure, security, etc. Using leverage points ADT 24 Hour Monitoring > ??? > ??? Coach Label > ??? > ???
15. Verbal and Visual Images Verbal/Written > COPY Visual > IMAGES More easily remembered