Part 1: Branding
Brand Retrieval Cues
Brand Name [1] [2] [3]
Logo
Key Visual [1]
Slogan
Consistent Design [1]
Jingle and Brand Anthem
Corporate Fonts
Corporate Design
Lecture Materials [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12] [13]
Brand Extension
Brand Architecture
Types of Brand Extensions [1] [2] [3] [4] [5]
Brand Dilution [1]
Lecture Materials [1] [2] [3]
Partner
Advertising Alliance [1]
Ingredient Branding
Co-Branding [1] [2] [3]
Franchising & Licencing
Joint Ventures and Export Cooperations [1]
Brand-Named Prizes [1]
Brand Bundling [1]
Lecture Materials [1] [2] [3] [4]
Part 2: Brand Love
Baby Schema in Ads
Intimate Love
Animal Testimonials [1] [2] [3]
Humorous Ads [1]
Parodies
Nostalgic Advertising [1] [2]
Disclosing the Ethical Orientation [1]
CSR and Sponsoring [1] [2] [3] [4]
Atmosphere Value of the Font [1]
Narratives in Ads [1] [2]
Unpleasant Emotions [1] [2]
Prosocial Behavior [1]
Christmas [1]
Lecture Materials [1] [2] [3a] [3b] [3c] [4] [5] [6] [7] [8] [9] [10] [11]
Art and Advertising
Artist-Created Ads
Adoption of an Art Style
Art Infusion [1] [2]
Art Parodies [1]
Music in Ads
Lecture Materials [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11]
All Videos [1]
Part 3: Artificial Differentiation
Fictitious Attributes [1]
Dilution-Effect [1] [2] [3]
Assimilation and Contrast [1] [2] [3] [4] [5]
Imply-Benefit Attributes [1] [2] [3] [4] [5]
Target-Group-Irrelevant Attributes [1] [2]
Fancy Names and Shapes [1] [2]
Embellished Labels
Unneeded Attributes
Lecture Materials [0] [1] [2] [3] [4] [5] [6] [7] [8]
All Videos [1]
Part 4: Ad Execution
Self Referencing
Feelings of Targetedness [1]
Similarity Cues
Imagery-Instructions [1] [2] [3]
For-You Statement [1] [2]
Self Integration [1]
Plausibility [1]
Cultural Markers [1] [2] [3]
Lecture Materials [1] [2] [3] [4] [5] [6]
Created by Customer [1] [2]
Lecture Material [1]
Hidden Messages
Lecture Material [1]
Metaphorical Associations [1] [2]
Lecture Material [1] [2]
Fluency
Perceptual Fluency [1]
Repetition and Variation [1] [2]
Conceptual Fluency [1]
Lecture Materials [1] [2] [3]
Context
Competitor Environment [1]
Editoral Environment [1]
Lecture Material [1]
Consumer Mood [1] [2] [3] [4]
Lecture Materials [1]
All Videos [1]
Part 5: People
Testimonials
Beauty [1] [2]
Body-Shape [1] [2]
Photoshop [1]
Dynamics [1]
Age [1]
Gender [1]
Ethnicity [1]
Tattoos [1]
Eroticism [1] [2] [3] [4] [5]
Lecture Materials [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12] [13] [14]
All Videos [1]
Sales People
Selling Styles [1]
Credibility [1]
Part 6: Market Oriented Management
Introduction [1] [2] [3] [4]
All Videos [1]
Brand Awareness & Beliefs
High Frequency of Contacts
High Intensity of Contacts [1]
High Incongruency induced by Contacts [1] [2]
Lecture Materials [1] [2] [3] [4]
Brand Attitudes
Toward Economy Brands [1]
Toward Value Brands [1] [2] [3] [4]
Toward Premium Brands
Toward Luxury Brands
Lecture Materials [1] [2] [3] [4] [5] [6] [7]
Customer Satisfaction
Confirmation/Disconfirmation Paradigm [1]
Assessment [1] [2] [3]
Strategy 1: Quality Management [1]
Strategy 2: Influencing Expectancies [1]
Strategy 3: Influencing Attributions [1] [2]
Strategy 4: Recovery Management [1] [2]
Lecture Material [1] [2] [3] [4] [5] [6]
All Videos [1]
Customer Loyalty
Why relevant?
Variety Seeking [1] [2] [3] [4]
Avoidance of negative WoM [1]
Excellence
Promises and Threats
Identification [1]
Attachment
Added Values
Habitualization [1]
Familarity
Switching Barriers
Commitment in B2B-Relationships [1]
Customer Value [1] [2]
Lecture Materials [1] [2] [3] [4] [5] [6] [7] [8] [9] [10]
All Videos [1]
Avoiding Customer Opportunism
Antecedents [1]
Contractual Safeguards [1]
Relationship Quality [1]
Customer Networks [1]
Offsetting Investments [1]
Lecture Material [1]
Part 7: Reducing Uncertainty
Components of Advertisements [1] [2]
Detailed Information
Enabling Customer Experiences [1]
Heuristic Cues
Credibility Cue [1]
Social Cue [1] [2] [3] [4]
Scarcity Cue [1] [2] [3] [4] [5]
Reciprocity Cue
Quality Signals
Quality Marks [1] [2] [3]
Consumer Reports and Magazins [1]
Company Growth [1]
„New“ [1]
Website Quality [1] [2] [3] [4]
Advertising Volume [1]
Referring to Categories
Schema Theory
Country of Origin [1] [2] [3] [4] [5]
Lecture Materials [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12] [13]
All Videos [1]
Part 8: Positioning
Need-Oriented Positioning
Source of Core Argument [1]
Evaluability of Core Argument [1] [2] [3]
Why Imagery [1]
Visualization
Strenghts of Arguments
Argument and Involvement
Argument Credibility
Features as Arguments
Promotion- and Prevention-Arguments [1] [2]
Framing of Arguments [1] [2] [3] [4] [5]
Narrative Presentation of Arguments [1]
Additional Appeals [1] [2]
Lecture Materials [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11]
Symbolic Positioning
Lecture Material [1]
Brand Humanization
Anthropomorphism
Internal Company Members [1] [2]
External Persons
Emojis [1] [2]
Lecture Materials [1] [2] [3]
Celebrities
Overview [1] [2]
Spillover [1] [2] [3]
Provocative Ads [1]
Celebrities as Designers [1]
Lecture Materials [1] [2]