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Advertising Lecture 2 (From Hiearchy to DAGMAR (DAGMAR = Defining…

- - - - e.g. Thai ads
  - - - e.g. Low involvement [ cog-con-aff]
        再补充那个Grid
- - - - Evaluation, Trial
- - - - Buying a car
      - Logical, reasoned persuation, evidence
      - Some engagement with ads
    - - Emotional Persuation
      - Simple, superficial peripheral 外围设备 cues eg celevrities, music, visual imagery, sex
      - lttle relevance
- - - - How do we react to adverts?
      - Hierarchy models represent process by which advertising was thought to work
      - Commonsense, logical
      - Assumes series of steps that a prospect must pass through, in succession, from unawareness to actual purchase
      - If any steps left out, no outcome