in the category where the level of customers’ involvement is high. Apple, considering this product’s characteristic, tried to deliver enough information to the customers through the ad, so that the customers were convinced and therefore, they purchased the product, iPhone 3G. In addition, Apple chose the way to convince people not appealing to their emotion, but appealing to their intellect
Encoding outcomes:
Encoding outcomes vary interpretations of what we observe because…
People possess different information in the schemata used for interpretation.
2. Our moods and emotions influence our focus of attention and evaluations of others.
3. People tend to apply recently used cognitive categories during encoding.
4. Individual differences influence encoding.
Lead
Ⅲ. Subjects for Study
Conducting questionnaire was notified in advance about. And We explain the contents, Associated with personality characteristics and emotions were measured. Instructions of the same information that was stated on the questionnaire.
All the questionnaires for this study were prepared at a lecture room after class hours. Notice was given to students that respondents
Adriaan Heineken
Started to export to U.S in 1933
began to emerge as world-class beer in 1970s
Creative commercial campaign
Story telling rather than obvious intent
Advertising images rather than products
Targeting men and men’s concern
Message factor
Story telling: easy to understand
Emotional appeal
Humorous reversal
Response shaping (screaming men
주목성이란 구매시점에 소비자의 시선을 끌 수 있는 능력을 말한다. 색상, 모양, 그래픽 등 구매시점에서 시각적인 자극으로 소비자의 시선을 끌 수 있어야 한다. 칼로리 바란스 녹차 제품은 최근 웰빙 열풍과 ‘ 날씬한 습관’ 이라는 메인 문구의 컨셉과 맞는 건강한 느낌의 초록색을 사용하여 처음