Study Questions

  • What is the difference between direct and indirect action messages? Which type of message is most often used by local advertisers? By national advertisers? Identify an example of each that you’ve observed or heard.

  • What are examples of cognitive, attitudinal, behavioral, and psychological media effects?

  • Why did New Coke fail? Identify a product where you had an emotional response to the ad or product.

  • Identify some specific demographic groups where advertisers have focused campaigns in recent years. What are some of the benefits of such advertising? What are the risks?

  • What is VALS and what is it used for?