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Media Law > Advertising Principles Exam 1 > Flashcards

Advertising Principles Exam 1 Flashcards

1
Q

how easy it is to remember something

A

accessibility

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2
Q

a psychological phenomenon in which easily remembered brands are also believed to be more popular

A

accessibility bonus

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3
Q

obstacle to advertising resulting from the large volume of similar ads for most products and services

A

advertising clutter

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4
Q

overall evaluation of any object, person, or issue that varies along a continuum

A

attitude

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4
Q

consumer who actively recommends a brand to others

A

brand ambassadors

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5
Q

groups of consumers who feel a commonality and a shared purpose related to a consumer good or service

A

brand communities

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5
Q

anxiety or regret that lingers after a difficult purchase decision

A

cognitive dissonance

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6
Q

group of people loosely connected by some common characteristic or interest; a community may share a sense of kinship and exert influence

A

community

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7
Q

subset of brands from a particular product category that becomes the focal point of a consumer’s evaluation

A

consideration set

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8
Q

activities directly involved in obtaining, consuming, and disposing of products or services, including the decision processes that proceed and follow these actions

A

consumer behavior

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9
Q

low-involvement consumer products, typically low-price items (like TP, canned foods, paper towels, etc.)

A

consumer packaged goods (CPG)

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10
Q

affiliation between consumer and brand, meaning the consumer’s emotional attachment to a brand

A

consumer-brand relationship

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10
Q

process where consumers go on from trying a brand to buying it a 2nd time

A

conversion

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11
Q

the way people socialize, eat, celebrate, interact, etc.

A

culture

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12
Q

good feelings that come from good purchase experiences

A

customer satisfaction

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13
Q

product attributes or performance characteristics on which consumers base their product evaluations

A

evaluative criteria

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14
Q

set of brands that comes to mind when a category is mentioned

A

evoked set

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15
Q

decision-making mode in which consumers are inexperienced in a particular consumption setting but find the setting highly involving

A

extended problem solving

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16
Q

search for product info that involves visiting retail stores to examine alternatives, seeking input from friends, or perusing professional product evaluations

A

external search

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17
Q

decision-making mode in which consumers buy a single brand repeatedly as a solution to a simple consumption problem

A

habit

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18
Q

who one perceives themselves to be

A

identity

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19
Q

search for product info that draws on personal experience and prior knowledge

A

internal search

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19
Q

degree of perceived relevance and personal importance accompanying the choice of a certain product or service

A

involvement

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20
Q

circumstantial variable which changes the consumption patterns of the family (ex: becoming empty nesters)

A

life-stage

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21
Q

decision-making mode in which consumers’ experience and involvement are both low

A

limited problem solving

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22
Q

when people place particular emphasis on money and material goods

A

materialism

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23
Q

what an advertisement intends or conveys

A

meaning

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23
Q

brands that are promoted and purchased largely through memory of the brand name and sometimes one simple quality or attribute

A

mindshare brands

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24
Q

psychological state arising when one’s desired state of affairs differs from one’s actual state of affairs

A

need state

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24
Q

people who influence the opinions and behaviors of consumers

A

opinion leaders

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25
Q

psychological bias in favor of a brand that unconsciously weights incoming information in the direction of the favored brand

A

pre-decisional distortion

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25
Q

repeated behaviors that affirm, express, and maintain cultural values

A

rituals

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26
Q

an experience that is used by the consumer to help create or transform their sense of self

A

self-transformative

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26
Q

a person’s relative standing in a social system as produced by systematic inequalities in things such as wealth, income, education, power, and status

A

stratification

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27
Q

generalized set or orientation to consumer preferences

A

taste

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28
Q

mediating process that lies between the production and reception phases. accommodation are the ways in which consumers interpret ads, decoding what the source has encoded

A

accommodation

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29
Q

advertising that communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization

A

brand advertising

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29
Q

developed by a firm that creates and maintains positive associations with the brand in the mind of consumers, building brand loyalty

A

brand equity

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29
Q

adaptation of an existing brand to a new product area

A

brand extension

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29
Q

decision-making mode in which consumers repeatedly buy the same brand of a product as their choice to fulfill a specific need

A

brand loyalty

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29
Q

sharing of advertising expenses between national advertisers and local merchants

A

cooperative advertising

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30
Q

advertising intended to establish a favorable attitude toward a company as a whole, not just toward a specific brand

A

corporate advertising

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30
Q

advertising that relies on imagery and message themes to emphasize the benefits and satisfying characteristics

A

delayed-response advertising

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31
Q

advertising that asks the receiver of the message to act immediately

A

direct-response advertising

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32
Q

placing ads with a common theme and presentation in all markets around the world where the firm’s brands are sold

A

global advertising

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32
Q
  • household consumers
  • government employees/officials
  • members of business organizations
  • members of a trade channel
  • professionals
A

five types of audiences for ads

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32
Q

corporate ads that take place in the trade channel

A

institutional advertising

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33
Q

process of using a wide range of promotional tools that work together to create widespread brand exposure

A

integrated brand promotion (IBP)

33
Q

process of using promotional tools in a unified way so that a synergistic communications effect is created for a brand

A

integrated marketing communications (IMC)

33
Q

placement of ads in different national and cultural markets, outside the home market

A

international advertising

34
Q

activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners, etc.

A

marketing

35
Q

blend of the four responsibilities of marketing:
- conception, pricing, promotion, pricing, promotion, and distribution
- used for a particular idea, product or service

A

marketing mix

36
Q

process of breaking down a large, widely varied market into submarkets that are more similar in terms of consumer characteristics

A

market segmentation

36
Q

directing ads and IBP campaigns to consumers’ mobile devices

A

mobile marketing

36
Q

along with accommodation, the ways in which consumers interpret ads, decoding what the source has encoded to reach an agreement of brand meaning

A

negotiation

36
Q

marketer’s attempt to give a brand a certain meaning and distinct place in the consumers’ mind

A

positioning

36
Q

using ads to create demand for a product category in general

A

primary demand situation

37
Q

marketing that helps the organization achieve its long-term social purpose

A

purpose-driven marketing

37
Q

ads carried out by producers, wholesalers, distributors, and retailers that concentrate their efforts in a geographic region

A

regional advertising

37
Q

returning to the process of segmenting, targeting, and positioning a product or service to arrive at a revised positioning strategy, to address changing market or competitive conditions

A

repositioning

37
Q

using advertising to stimulate demand for a specific brand within a product category

A

selective demand stimulation

37
Q

type of market segmenting in which target segments are delineated by the various benefit packages that different consumers want from the same product category

A

benefit segmentation

37
Q

institutional buyers who purchase items to be used in other products and services or to be resold to other businesses/households

A

business markets

37
Q

markets for products and services purchased by individuals/households to satisfy their specific needs

A

consumer markets

37
Q

market segmenting based on basic descriptors like age, race, gender, income, etc.

A

demographic segmentation

37
Q

market segment made up of the gradual but constant influx of first-time buyers

A

emergent consumers

37
Q

market segmentation that identifies neighborhoods around the country that share common demographic characteristics

A

geodemographic segmentation

37
Q

consumers who purchase a product or service much more frequently than others

A

heavy users

37
Q

market segmenting that focuses on consumer’s activities, interests, and opinions

A

lifestyle segmentation

38
Q

practice of narrowly targeting a relatively small segment of a market in which the consumers are typically willing to pay a premium price for the brand

A

niche marketing

38
Q

ad strategies designed to win the loyalty of consumers whose brand preferences are still under development, in hopes of gaining their loyalty

A

point-of-entry marketing

38
Q

key themes or concepts an organization features for communicating the distinctiveness of its product or service to the target segment

A

positioning strategy

38
Q

someone’s personal attribute is a source of devaluation in the marketplace or by other people

A

stigmatized

39
Q

segmenting, targeting, positioning
- marketing strategy employed when advertisers focus their efforts on one subgroup of a product’s total market

A

STP marketing

40
Q

market segment made up of consumers who often buy what is on sale or choose brands that offer discount coupons or other price incentives

A

switchers

41
Q

consumers who enjoy new experiences and switch brands or products for that reason, not necessarily for lower prices or another incentive

A

variety seekers

41
Q

measure of how effective a particular ad or marketing approach is in meeting its goal

A

advertising effectiveness

42
Q

research method that measures consumer attitudes after exposure to an ad or measures attitudes about a company’s product

A

attitude study

43
Q

massive data that have become available through social media where researchers find patterns by using computer algorithms (ex: email surveillance, location, fps tracking)

A

big data

44
Q

pretest message research that simply seeks to see if a message is communicating something close to what is desired

A

communication test

45
Q

developmental research that seeks feedback designed to screen the quality of a new ide, using consumers as the final judge

A

concept test

46
Q

projective technique that offers the chance to fill in the dialogue of cartoonlike stories, as a way of indirectly gathering brand info

A

dialogue balloons

47
Q

research on the actual ads or promotional language, finished/unfinished and is used to judge or evaluate ads and promos

A

evaluative research

47
Q

type of physiological measure that monitors eye movements across print and online ads during studies

A

eye-tracking systems

48
Q

research conducted outside the agency, usually in home or site of consumption

A

fieldwork

48
Q

copy research method that works by getting consumers to turn dials while viewing tv commercials to assess response

A

frame-by-frame tests

49
Q

feedback that determines consumers’ recognition of advertising, characterized by questions or tasks that do not explicitly make reference to the ad in question

A

implicit memory measures

50
Q

posttest message tracking in which a print or broadcast ad offers the audience the opportunity to place an inquiry or respond through a reply card

A

inquiry/direct response measures

51
Q

research method to understand online communities or cultures

A

netnography

52
Q

research interpretation of certain biological feedback generated from viewers who are exposed to an ad or IBP message, using brain imaging and other neuroscience techniques

A

physiological assessment

53
Q

developmental research designed to allow consumers to project thoughts and feelings in an indirect/unobtrusive way onto theoretically neutral stimulus

A

projective techniques

54
Q

how much the viewer of an ad remembers of the message, used to measure the cognitive residue of the ad

A

recall tests

55
Q

message assessment in which the goal is to determine to what extent the message resonates or rings true with target audience members

A

resonance test

55
Q

info provided from individual households about brand purchases, coupon use, and tv advertising exposure by combining grocery store scanner data with tv viewing data from monitoring devices around the house

A

single-source data

56
Q

projective technique that asks consumers to tell a story about people depicted in a scene or picture

A

story construction

56
Q

pretest message research that tries to identify specific thoughts that may be generated by an ad

A

thought listing

57
Q

identifying new trends in the marketplace

A

trendspotting

58
Q

research technique to draw out people’s buried thoughts and feelings about products and brands by encouraging participants to think in terms of metaphors

A

zaltman metaphor elicitation technique (ZMET)

58
Q

plan that specifies the thinking and tasks needed to conceive and implement an effective advertising effort

A

advertising plan

59
Q

mathematical relationship based on marginal analysis that associates dollars spent on advertising and sales generated; sometimes used to help establish an advertising budget

A

advertising response function

60
Q

advertising objective in which a campaign is designed to encourage customers to switch from their established brand

A

brand switching

60
Q

method of building up the expenditure levels of various tasks to help establish an advertising budget

A

build-up analysis

61
Q

the section that discusses who the competitors are, outlining their strengths, weaknesses, tendencies, and any threats they pose

A

competitor analysis

62
Q

tendency to view and value things from the perspective of one’s own culture

A

ethnocentrism

62
Q

typically two paragraphs to a page in length, it previews the most important aspects of the advertising plan/what the reader should remember about the plan

A

executive summary

63
Q

an example of a marketing plan sales objectives given as the number of homes that an ad or marketing effort gets to

A

household penetration

64
Q

the section that focuses on developments and trends within an industry and on any other factors that may make a difference in how an advertiser proceeds with an advertising plan

A

industry analysis

64
Q

complements industry analysis, emphasizing the demand side of the equation, where an advertiser examines the factors that drive and determine the market for the firm’s product or service

A

market analysis

65
Q

percent of a market/industry’s total sales volume earned or controlled by a company during a certain time

A

market share

66
Q

method of advertising budgeting that focuses on the relationship between spending and advertising objectives by identifying the specific tasks necessary to achieve different aspects of the advertising objectives

A

objective-and-task approach

66
Q

advertising budgeting approach that calculates the advertising budget based on a percentage of the prior or projected year’s sales

A

percentage-of-sales approach

67
Q

measure of whether or not a consumer intends to buy a product or service in the near future

A

purchase intent

68
Q

unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions

A

self-reference criterion (SRC)

68
Q

percent of the total advertising in a category spent by one brand

A

share of voice

69
Q

the section in which the advertiser lays out the most important factors that define the situation and then explains the importance of each factor

A

situation analysis

69
Q

measure used by advertisers which is the first brand one can remember when asked to name the brands in a category

A

top-of-mind awareness

70
Q

an advertising objective to get consumers to use a product new to them on a trial basis

A

trial usage

71
Q

current customers who are using your product or service

A

user base

Media Law (3 decks)

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