Author Question: List and describe the four major conclusions that have been derived from research about television ... (Read 106 times)

j.rubin · **on:** Jun 29, 2018

List and describe the four major conclusions that have been derived from research about television advertising.

Question 2

Combining stimulus features with expectations of what should be present in the context in which a stimulus is perceived is known as _____.
a. attribution
b. habituation
c. feature analysis
d. active synthesis
e. perceptual mapping

mk6555 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

1 . All commercials are not created equal: Ad copy must be distinctive. Research has shown that commercials having strong selling propositions are distinctive and thereby tend to achieve higher ARS scores.
2 . More is not necessarily better: Weight is not enough. Merely increasing advertising weight does not directly translate into better performance for a brand. Advertising copy must also be distinctive and persuasive for advertising to have a positive impact on a brand's sales and market share.
3 . All good things must end: Advertising eventually wears out. With the accumulation of GRPs for a brand, the persuasive power of that brand's advertising declines over time, which is referred to as wearout. Familiar brands have been shown to wear out more slowly than unfamiliar brands.
4 . Don't be stubborn: Advertising works quickly or not at all. Although there is some virtue to being patient, there is a difference between being patient and stubborn. Decisions should not be made with respect to past expenditures (i.e., sunk costs) but in terms of future prospects.

Answer to Question 2

d