by 夏日香水百合
一道是关于comparativeads和noncomparativeads的，从前有两个人说comparativeads更有效果怎么怎么地，后来大多数研究表明comparativeads给消费者留下的看后印象和intention两个方面并没有明显作用。
Serena0710贡献过一篇考古，见 http://forum.chasedream.com/GMAT_Math/thread-584498-1-1.html
我这里有一篇GWD里的文章，也是讲两种广告策略的，以及这两种策略对消费者心理方面的影响和各自策略的局限性，读起来很像，求鉴定
A keydecision required of advertising managers is whether a “hard-sell” or“soft-sell” strategy is appropriate for a specific target market. The hard-sellapproach involves the use of direct, forceful claims regarding the benefits ofthe advertised brand over competitors’ offerings. In contrast, the soft-sellapproach involves the use of advertising claims that imply superiority moresubtly.
One positive aspect of the hard-sellapproach is its use of very simple and straightforward product claims presentedas explicit conclusions, with little room for confusion regarding theadvertiser’s message. However, some consumers may resent being told what tobelieve and some may distrust the message. Resentment and distrust often leadto counterargumentation and to boomerang effects where consumers come tobelieve conclusions diametrically opposed to conclusions endorsed inadvertising claims. By contrast, the risk of boomerang erects is greatlyreduced with soft-sell approaches. One way to implement the soft-sell approachis to provide information that implies the main conclusions the advertiserwants the consumer to draw, but leave the conclusions themselves unstated.Because consumers are invited to make up their own minds, implicit conclusionsreduce the risk of resentment, distrust, and counterargumentation.
Recentresearch on consumer memory and judgment suggests anotheradvantage of implicit conclusions. Beliefs or conclusions that areself-generated are more accessible from memory than beliefs from conclusionsprovided explicitly by other individuals, and thus have a greater impact onjudgment and decision making. Moreover, self-generated beliefs are oftenperceived as more accurate and valid than the beliefs of others, because otherindividuals may be perceived as less knowledgeable, or may be perceived asmanipulative or deliberately misleading.
Despite these advantages, implicitconclusions may not always be more effective than explicit conclusions. Onerisk is that some consumers may fail to draw their own conclusions and thusmiss the point of the message. Inferential activity is likely only whenconsumers are motivated and able to engage in effortful cognitive processes.Another risk is that some consumers may draw conclusions other than the oneintended. Even if inferential activity is likely, there is no guarantee thatconsumers will follow the path provided by the advertiser. Finally, a thirdrisk is that consumers may infer the intended conclusion but question thevalidity of their inference. | 
京公网安备11010202008513号 京ICP证101109号 京ICP备12012021号
发表于 2011-8-23 23:41:15
收藏
收藏
