ADV Exam 1 Key Terms

Question 1

Advertising

Answer 1

paid communicationintended to impart information, developattitudes, or induce action towards a product
or service…

Question 2

Personal Selling

Answer 2

Salespeople deal directly with customers either face-to-face or via telemarketing. Human interaction.

Question 3

Marketing

Answer 3

the activiity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Question 4

Channel

Answer 4

Sends a message to another party

Question 5

Source

Answer 5

Formulate(d) idea

Question 6

Encode

Answer 6

makes it a message

Question 7

Receiver

Answer 7

Final party. Interprets message.

Question 8

Decode

Answer 8

Receiver interprets

Question 9

Feedback

Answer 9

Acknowledges or responds to the original message

Question 10

Medium

Answer 10

channel of communication

Question 11

Public Relations (PR)

Answer 11

responsible for managing the firm’s relationships with its various publics

Question 12

Branding

Answer 12

to identify products and their source and to differentiate them from others

Question 13

Market Segmentation

Answer 13

a process by which markets searched for unique groups of people whose needs could be addressed through some specialized products

Question 14

Positioning Strategy

Answer 14

separate a particular brand from its competitors by associating that brand with a particular set of consumer needs that ranked high on the consumer’s priority list

Question 15

Demarketing

Answer 15

advertising to slow the demand for their products

Question 16

Unfair Advertising

Answer 16

due to inadewuacy of complete information or some other externality

Question 17

Comparative Advertising

Answer 17

to claim superiority to competitors in some aspect. In the US this is mostly legal.

Question 18

Deceptive Advertising

Answer 18

any ad that contains a representation, omission, or practive that is likely to mislead the consumer.

Question 19

Concent Decree

Answer 19

document the advertisers signs agreeing to stop the objectionable advertising without admitting any wrongdoing.

Question 20

Corrective Advertising

Answer 20

explain and correct offending ads

Question 21

Cease-and-Desist Order

Answer 21

prohibiting further use of an ad. Used if an advertiser won’t sign a concent decree.

Question 22

Decentralized System

Answer 22

the company sets up separate ad departments for different divisions, subsidaries, regions, brands, or other groups.

Question 23

Centralized Advertising Department

Answer 23

gives the greatest control and offer both efficiency and continuity across divisional boundaries.

Question 24

In-House Agency (House Agency)

Answer 24

wholly owned, to save money and tighten control over their advertising. The in-house agency may do all the work of an independent full-service agency.

Question 25

Full-Service Advertising Agency

Answer 25

supplies both advertising and nonadvertising services in all areas of communications and promotion.

Question 26

Suppliers

Answer 26

service providers

Question 27

Media

Answer 27

channels of mass communication

Question 28

Behavioristic Segmentation

Answer 28

a way to segment markets is to group consumers by buying behavior.

Question 29

Geographic Segmentaton

Answer 29

Segmenting by location or region

Question 30

Demographic Segmentation

Answer 30

a way to define population groups by their statistical characteristics.

Question 31

Geodemographic Segmentation

Answer 31

the use of geographic and demographic segmentation to select a target audience

Question 32

Perceptible Differences

Answer 32

readily apparent to the consumer

Question 33

Hidden Differences

Answer 33

not so readily apparent

Question 34

Brand Equity

Answer 34

the totality of what consumers, distributors, dealers, even competitors, feel and thing about the brand over an extended period of time. In short, the value of the brand’s captial.

Question 35

Psychographics

Answer 35

marketers group people by their values, attitudes, personality, and lifestyle.

Question 36

Selective Distribution

Answer 36

limiting the number of outlets

Question 37

Intensive Distribution

Answer 37

goods available at every possible location

Question 38

Cognition

Answer 38

comprehending stimulus

Question 39

Cognitive Theory

Answer 39

people pay attention to awards and costs

Question 40

Conditioning Theory

Answer 40

theory of learning. Pavlov’s dog.

Question 41

Elabortation Likelihood Model

Answer 41

the routes to persuasion: central or peipheral

Question 42

Persuasion

Answer 42

change in attitude, belief, or behavioral intention is cause by promotion communication

Question 43

Personal Processes

Answer 43

govern the way we discern raw sensory information

Question 44

Peripheral Route

Answer 44

have low involvement with the product message

Question 45

Physiological Screens

Answer 45

subconscious filters that shield us from unwanted messages

Question 46

Psychological Screens

Answer 46

to evaluate, filter, and personalize information according to subjective emotional standars

Question 47

Stimulus-Response Theory

Answer 47

behavior manifests as a result of the interplay between stimulus and response

Question 48

Cognitive Dissonance

Answer 48

the state of having inconsistent thoughts, beliefs, or attitudes, especially as relating to behavioral decisions and attitude change

Question 49

Central Route

Answer 49

consumers have a higher level of involvement with the product or message