From Strategy To Advertising

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]

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]
Unpleasant Emotions [1] [2]
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]

Part 3: Artificial Differentiation

Fictitious Attributes [1]
Dilution-Effect [1] [2] [3]
Assimilation and Contrast [1] [2] [3] [4] [5]
Country of Origin [1] [2] [3]
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 [1] [2] [3] [4] [5] [6] [7] [8] [9]

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]
Lecture Materials [1] [2] [3] [4]

Created by Customer [1] [2]
Lecture Material [1]

Hidden Messages
Lecture Material [1]

Metaphorical Associations [1] [2]
Lecture Material [1]

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]

Part 5: People

Testimonials
Beauty [1] [2]
Body-Shape [1] [2]
Dynamics [1]
Age [1]
Gender [1]
Ethnicity [1]
Tattoos [1]
Eroticism [1] [2] [3] [4]
Lecture Materials [1] [2] [3] [4] [5] [6] [7] [8] [9] [10] [11] [12] [13] [14]

Sales People
Selling Styles [1]
Credibility [1]
Mood [1] [2] [3]

Part 6: Market Oriented Management

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]

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]

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]

Avoiding Customer Opportunism
Antecedents [1]
Contractual Safeguards [1]
Relationship Quality [1]
Customer Networks [1]
Offsetting Investments [1]
Lecture Material [1]

Part 7: Special Aspects

Components of Advertisements [1]

Heuristic Cues
Credibility Cue [1] [2] [3] [4]
Authority Cue
Majority Cue [1] [2] [3]
Imitation [1]
Scarcity Cue [1]
[2] [3] [4] [5]

Quality Signals 
Company Growth [1]
Country of Origin [1]
„New“ [1] 
Website Quality [1] [2] [3] [4]
Quality Marks [1] [2] [3]
Advertising Volume [1]
Lecture Materials [1] [2] [3] [4] [5] [6]

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]

Symbolic Positioning
Lecture Material [1]

Brand Humanization
Anthropomorphism
Internal Company Members [1] [2]
External Persons
Lecture Materials [1] [2]

Celebrities
Overview [1] [2]
Spillover  [1] [2] [3] 
Provocative Ads [1] 
Celebrities as Designers [1]
Lecture Materials [1] [2]