132347
Description
Flashcards by OliviaBridge, updated more than 1 year ago
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Created by OliviaBridge
over 11 years ago
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| Question | Answer |
| What are the two different approaches to advertising? | Hard Sell Soft Sell |
| Who suggested hard sell and soft sell techniques affect people in different ways? | Syder & Debono |
| What are the characteristics of hard sell approach? | Presenting facts |
| Which route does the hard sell approach use? | Central Route |
| What are the characteristics of soft sell approach? | Creative techniques Contextual Cues |
| Which route does the soft sell approach use? | Peripheral Route |
| What type of individual prefers factual hard sell approach? | Low self - monitoring (Not self image aware) |
| What type of individual prefers creative soft sell approach? | Body Concious |
| What does advertising to young children achieve? | PESTER POWER - increasing the degree to which they pester their parents for a product |
| Why doesn't pester power occur among older children? | Because older children understand persuasive content and trust it less |
| What type of research did Okazaki conduct? (AO2) | Meta - analysis |
| How many investigations did Okazaki use in his meta-analysis? (AO2) | 75 |
| What did Okazaki aim to investigate? (AO2) | To establish whether hard sell or soft sell techniques are more persuasive |
| What does the soft sell approach create? (AO2) | Positive emotions and attitudes towards the product |
| What do individuals outline the hard sell approach as? (AO2) | Irritating |
| Which approach is more effective in terms of persuasive adverts? Soft/Hard Sell (AO2) | Soft sell |
| Which psychologist investigated children's xmas' list in USA & Sweden? (AO2) | Pine & Nash |
| What is banned in Sweden? (AO2) | TV advertising to Under 12's |
| What did Pine & Nash investigation find? (AO2) | Swedish children had significantly fewer items of their xmas' lists |
| Who was the correlation stronger amongst? (AO2) | Children who watched TV on their own |
| What does research suggest about parents involvement in the effects of TV advertising? (AO2) | Research suggest that parental mediation plays a role in the relationship between TV adverts and subsequent behaviour |
| Who found that 20% of TV adverts involve celebrity endorsement? | Fowles |
| Why does celebrity work as a form of persuasion? | Provides a 'familiar face' which is perceived as a reliable source |
| Why do individuals perceive celebrities as a reliable source? | Developed a para-social relationship |
| What does research suggest about celebrity endorsement? (AO2) | That it's not as persuasive as first thought |
| Who conducted research into the persuasiveness of celebrity endorsement? (AO2) | Martin |
| What did Martin's research find? (AO2) | Students were more convinced to buy a camera from a fictional student that a celebrity |
| Who is an individual more likely to buy a product off? (AO2) | Someone who resembles them rather than a celebrity |
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