2.5 Advertising

2.5.1 Types of advertising and advertising techniques.

• the Yale model of communication including five features.
• advertising media including types of advertising media: printed, television, internet and smartphone; use of eye-tracking and EEG, including a study, e.g. Ciceri et al. (2020).
• Lauterborn's 4 Cs marketing mix model.
• Relevant issues and debates and methodology for this topic include: application to everyday life, cultural differences, objective and subjective data, generalisations, validity.

This matters because —advertising types and techniques determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply —advertising types and techniques to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: —Advertising types and techniques is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.

2.5.2 Advertising-consumer interaction.

• advertising and consumer personality including self-monitoring (exemplified by the following Key Study).
• Key study on consumer personality and advertising: Snyder and DeBono (1985), focus on study 3, specifics of methodology for study 1 and study 2 will not be needed.
• how product placement in films affects choice including examples and explanations for choice, such as mere exposure and reminders, including a study, e.g. Auty and Lewis (2004).
• Relevant issues and debates and methodology for this topic include: use of children in research, determinism versus free-will, self-reports, quantitative and qualitative data, validity.

This matters because —advertising-consumer interaction determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply —advertising-consumer interaction to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: —Advertising-consumer interaction is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.

2.5.3 Brand awareness and recognition.

• brand recognition in children including how children acquire an understanding of advertising via logo recognition, including a study, e.g. Fischer et al. (1991).
• brand awareness, brand image and effective slogans including types and function of slogans; guidelines for creating effective slogans, e.g. Kohli et al. (2007).
• Relevant issues and debates and methodology for this topic include: application to everyday life, use of children in research, determinism versus free-will, experiments, interviews.

This matters because —brand awareness and recognition determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply —brand awareness and recognition to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: —Brand awareness and recognition is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.