Proposition 1:

Ads in which intrinsic and extrinsic cues are consistent with each other (i.e. point to the same
abstract dimension) are more effective than ads in which these cues are inconsistent.
If an ads intrinsic attributes signal high quality then extrinsic attributes should also signal
high quality.
Proposition 2:
The higher the consumers familiarity with the product class, the more likely that advertising
focusing on specific product attributes will be effective.
Proposition 3:
The higher the consumers level of involvement (with the product class or the situation), the
more likely that advertising which discusses specific product attributes will be effective.
Functional brand concepts emphasize the brands functional performance in solving
consumption related problems. Product classes such as microwaves and power tools are
likely to have functional brand concepts because they emphasize features of products that
solve consumer problems or satisfy consumer needs.
Symbolic brand concepts emphasize the brands relationship with group members or self.
Product classes such as cars and perfume often have symbolic concepts.
Experiential brand concepts emphasize the brands effect on sensory satisfaction or cognitive
stimulation, highlighting the brands experiential or fantasy aspects. Product classes such as
vacations and movies tend to have brands with largely experiential concepts.
Propositon 4:
To best communicate functional brand concepts, advertiseing should be aimed at intrinsic
attributes that signal the desired abstract dimension (ex. Performance, functionality,
durability)
Propositon 5:
To best communicate symbolic brand concepts, advertising should be aimed at extrinsic
attributes which signal the desired abstract dimension (e.g. style, prestige)
Propositon 6:
To best communicate experiential brand concepts, advertising should be aimed at a level of
abstraction higher than perceived quality.

Bayer is a global enterprise with core competencies in the fields of health care and agriculture. Bayer's
products and services are designed to benefit people and improve the quality of life. At the same time,
the Group aims to create value through innovation, growth and high earning power.
Crop Protection / Seeds markets a broad portfolio of high-value seeds along with innovative chemical and
biological pest management solutions, at the same time providing extensive customer service for modern and
sustainable agriculture.