Chp 5 A
the public’s ability to recall and recognize a brand by its logo, jingle, packaging, or name
Brand Recognition
the act of fraudulently gaining and using the personal information of someone else, usually for financial gain
Identity Theft
: buying anything without planning to do so in advance
Impulse Buying
This ad type features famous people describing their personal experience with a product or explaining why you should use a product.
Testimonial
uses credibility and authority
Ethos
the process of communicating the value of a product or service to customers
Marketing
a promise from the manufacturer that a product will be replaced or repaired if it’s faulty
Manufacturers Warranty
a feeling of guilt, regret, or uneasiness after making a purchase
Buyers Remorse
Ads like this are written to evoke strong feelings about someone or something
Emotion
uses logic or reason
Logos
: the shopping people do to lift their mood when they’re discontent
: the unauthorized use of your debit or credit card number and PIN or the forging of your signature
Card Fraud
: the theory that spending money and consuming goods is good for the economy
Consumerism
This kind of ad creates a sentimental tone while pointing back to “the good old days.”
Nostalgia
uses words that evoke strong feelings, rather than facts and evidence
Pathos (Emotion)
the part of your brain that helps regulate your stress responses
Amygdala
extra coverage for the repair or replacement of items purchased
Extended Warranty
the state of being satisfied with who you are and what you have in life
Contentment
Ads like this use specific sounds or pictures to create a lasting impression.
Sense Appeal
taps into people’s values or moral standards
Ethical Appeal
: the part of your brain that controls memory, impulses, and thoughts
Prefrontal Cortex
: the financial opportunity that is lost when you choose to do something else with your money
Opportunity Cost
This approach persuades people to do something by telling them that others are doing it too. “Don’t be left out.”
Bandwagon/Herd Mentality
implies an ordinary person can be rich and sophisticated
Snob Appeal