understanding of how celebrity endorsements may offer an immediate shortcut to a branding message. In the essay I will look at examples of celebrity endorsements and analyse them in order to decipher their symbolic meaning. I will look at models of elaboration‚ magazine covers‚ Rojek’s reasons for rise in celebrity culture and case studies of specific celebrities and the products they endorse. I will explore how companies believing that sex sells (such as Calvin Klein and Agent Provocateur)
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Message acceptance/ yielding Retention Purchase behavior 5-11 The FCB Planning Model Thinking High Involvement Feeling Informative The Thinker 1 Affective The Feeler 2 Low Involvement Habit Formation The Doer 3 SelfSatisfaction The Reactor 5-12 4 4 Foote‚ Cone & Belding Grid Thinking 1 High Involvement Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Media: Creative:
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a tendency to behave towards it in a certain way. The thing the attitude about is the attitude object. (From lecture slides). -Can have single component models of attitudes- emphasise importance of how people feel about attitude objects (i.e. attitudes are evaluative judgements). -Can have multi component models- Most widely used- ABC model- suggests that an attitude has 3 components. Affective- feelings and emotions associated with the attitude. Behavioural- tendency to act in a certain way.
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sometimes we do not care about the content of the message that is being delivered‚ instead‚ we start to focus on the communicators’ appearance and presence. There are two different routes to effective and successful persuasion being discussed under the elaboration
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significance of the sleeper effect? To Whom – Examine the Characteristics of the Audience. Why do different audiences perceive messages in different ways? What is the role of culture‚ gender‚ and self-esteem in this process? How does the elaboration likelihood model help to explain the relationship between the persuader‚ the message‚ and the audience? Review the excerpt from p. 97 of your textbook: Social Psychology in Depth: Word of Mouth and Persuasion. How does the e-word of mou... Search
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cost) / _______ ) x1‚000 = CPM (Cost per Thousand) b. cost of commercial time / _______ = CPRP (cost per rating point) 5. Media Scheduling Decision (Continuity‚ Flighting and Pulsing) Communication Process: 1. FCB Planning Model | |Thinking |Feeling |
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comparisons it draws to reviews of earlier campaigns in this area as well as the current state of the art and science. The authors used seven principles to guide their analysis: (1) conducting formative research on and about the target audience; (2) using theory as a conceptual foundation; (3) segmenting one’s audience into meaningful subgroups; (4) using a message design approach that is targeted to the audience segment(s); (5) utilizing effective channels widely viewed by and persuasive with the target
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Running Head: Effectiveness of Public Service Announcements Effectiveness of Public Service Announcements Submitted by Your Name Goes Here University Name September‚ 2011 Contents Introduction 2 Literature review 2 Research Question 3 Research Methodology 3 Conclusion 3 Works Cited 3 Effectiveness of Public Service Announcements Introduction Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements
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Consumer Behaviour 201 Group Assignment Consumer Reactions to the Araluen Botanic Park Website Based on the data you have collected‚ you can derive findings for the questions below. Where applicable‚ it is recommended that you include charts or bar charts to better explain your results. Colour your charts and graphs to make it more presentable. Please follow the instructions on each question closely. Use this as your cover sheet for the assignment. Please fill in the following information
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According to the Elaboration likelihood model‚ there are two routes to persuasion. The central route‚ which is‚ thoughtfully considering the arguments‚ presented. An audience has to be listening and able to understand the argument given. The central route is often more likely to lead to a lasting persuasion‚ if the audience thinks initially thinks favorably of the argument. While the peripheral route to persuasion is when the audience decides to agree with the argument due to factors outside of it
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