Advertising Flashcards
Consumer factors that vary with age
Desires and preferences
search to fulfill desires/preferences
final decision and purchase
product evalutation
Stages based on the factors
Feeling wants and preferences
nagging and negotiations
adventure and the first purchase
conformity and fastidiousness
adolescent skepticism
What age are the consumer in the feeling wants and preferences stage?
Infancy and toddlerhood
Are the consumer in the feeling wants and preferences stage worth advertising to?
Yes, toddlers recognize products seen on TV
How often do 18–24-month-old kids start asking for products in the feeling wants and preferences stage?
About 18 product requests during 25 minutes of shopping
What age is the Nagging and Negotiations stage?
Preschool
The consumers in the nagging and negotiation stage have brand preferences. How might these preferences effect their senses?
Food might “taste better” when it is preferred brand packing
Ex. Carrots and milk are better when they have Mcdonalds packaging
What stage do consumers first experience pseudo-independent purchases?
Nagging and negotiation
What are preschoolers understanding of commercials?
They are a source of information and think they have their best interest in mind
What age is a consumer in the adventure and first purchase stage?
Age 5-8
What does a consumer understand by age 8?
That commercials are attempting to increase purchases
True or False: Nagging becomes more effective during the adventure and first purchase stage.
True
Theory of Mind
Understanding that other actions are motivated by internal mental states
What is the “first-order belief”?
The realization that others’ beliefs and desires may be different than their own, age 3-4
Second-Order Beliefs
beliefs about someone else’s mental state regarding another person’s mental state, age 10-12
What do youth with SoB realize?
That advertisements are designed to act on another person’s set of opinions/beliefs
Ex. the message is designed to increase or decrease liking of a product
What age are the consumers in the conformity and fastidiousness stage?
Age 8-12
When a consumer reaches the age of 8-12 years old they…
Now appreciate the quality of products and their is an increased purchase of collections
Tweens view commercials negatively but…
Commercials increase tween’s desires for advertised products
What are the 4 types of tweens?
Persuaders, edges, followers, and reflexives
Persuader
Most popular tweens that others often look up to and imitate
Edges
Independent rebellious teens that are supposedly anti-brand, they wear brands that they “discover”
Followers
Main group of tweens that follow the persuaders
Reflexives
Usually, followers who are unsuccessful in increasing their popularity and picking up on new trends
Adolescents develop cognitive abilities like introspection and formal logic during the adolescent skepticism stage. What does this allow them to do as consumers?
-More effectively decide wants and needs
-Personal experience with products increasingly
influences purchases
- consumer socialization is nearly complete
Covert marketing
Messages appear to be from independent parties but are company driven
What are the 2 general types of covert marketing?
Disguised communicator and disguised format
What are 2 types of disguised communicators?
Posers and Buzz Marketing
What is the type of disguised format?
Advertorials
Posers
Actors pretending researchers conducting a survey to explain products benefits and give potential consumers the chance to examine, sample, or us a prodyct
Buzz marketing
recruitment of people to talk about products through free samples or discounts before the product is available to general public
Advertorials
Ads that appear to be from independent sources
Infomercials that appear to be consumer tv shows
Ads that appear to be editoral content
Materialism
importance that a person places on their possessions, either for self-enhancement or in an effort to define themselves
What factors show that youth is high in materialism?
Value toys over friends, purchase more products, are more influenced by ads
When does materialism peak?
Between ages 12 and 13 then decreases slightly
Factors that increase materialism
Materialistic parents, ineffective levels of peer communication, watching more tv which exposes them to more commericals
During early adolescence, self-esteem is ___________and materialism is ___________.
Lowest, highest
What materialistic things to teens do relating to self-esteem?
Buy goods in an attempt to raise self-esteem
Why do advertisements target children and adoelscents?
Brand loyalty!!!!!!!!!!!
What are 2 of the reasons that advertisers target youth?
Purchasing power and pester power
Purchasing power
Parents seek their children’s opinions when buying products for family
When it comes to clothes/shoes and fast food, children make decision with parents
Pester power
98% of kids ask for things when accompanying parent to a store
In what ways do tweens have power as consumers?
Spread trends virally in peer groups, don’t have own income so they pester parents to buy
How are parents effected by the power of tweens?
May feel pressure to buy stuff for kids for their own social status, divorced parents might guilt spend to make up lost time with kids
Why do marketers start advertising to people at such a young age>
Cradle to grave “brand loyalty”
What are the top commercial categories that target children aged 2-7
Junk food, cereal, toys, fast food restaurants
What are the top commercial categories that target tweens and teens?
Music, video, other electronic media
What are techniques used to persuade youth?
Premium prizes, exaggeration, on-package marketing, co-branding, advergames, and celebrity endorsements
What might be a risk of using a celebrity?
Celebrity might overshadow product, may be exposed which reduces credibility, and negative behavior could pose risk for company
What is a very common technique used to persiade youth that wasn’t mentioned previously?
Brand mascots
Why use brand mascots?
Children often recognize the mascot which helps them recall the product, they also develop positive attitudes toward product
What is a benefit for a company of using a brand mascot?
The mascot is less likely to be in scandals
What is a kidfluencer?
Child social influencer
Brand/ Product Placement
Companys place visible brands and products in tv shows and movies, so they are exposed more to youth
Source effects in advertising persuasion
Source credibility (trustworthiness and expertise) and physical appearance
Source attractiveness
Perceived similarity-familiarity=likeability
Meaning transfer
the attractive responses toward the source are transferred to the product
Formation of parasocial relationships
one-way interactions in which the individual feels an emotional connection towards a media-based character
Parasocial contact hypothesis
cognitive and affective responses following exposure to media characters are similar to those produced by direct contact experiences
3 primary intended effects of advertising
- increasing brand awareness
- creating positive brand attitudes
- influencing purchasing requests/behavior
Children’s advertising review unit (CARU)
reviews and evaluates child-directed advertising
Example of CARU in effect
Applejack cereal commercial- Bad apple is trying to beat CinnaMon to a bowl of Applejacks to make it taste more like apples
CARU states that fruits are being presented in a negative way
