Advertising Principles Exam 1 Flashcards
how easy it is to remember something
accessibility
a psychological phenomenon in which easily remembered brands are also believed to be more popular
accessibility bonus
obstacle to advertising resulting from the large volume of similar ads for most products and services
advertising clutter
overall evaluation of any object, person, or issue that varies along a continuum
attitude
consumer who actively recommends a brand to others
brand ambassadors
groups of consumers who feel a commonality and a shared purpose related to a consumer good or service
brand communities
anxiety or regret that lingers after a difficult purchase decision
cognitive dissonance
group of people loosely connected by some common characteristic or interest; a community may share a sense of kinship and exert influence
community
subset of brands from a particular product category that becomes the focal point of a consumer’s evaluation
consideration set
activities directly involved in obtaining, consuming, and disposing of products or services, including the decision processes that proceed and follow these actions
consumer behavior
low-involvement consumer products, typically low-price items (like TP, canned foods, paper towels, etc.)
consumer packaged goods (CPG)
affiliation between consumer and brand, meaning the consumer’s emotional attachment to a brand
consumer-brand relationship
process where consumers go on from trying a brand to buying it a 2nd time
conversion
the way people socialize, eat, celebrate, interact, etc.
culture
good feelings that come from good purchase experiences
customer satisfaction
product attributes or performance characteristics on which consumers base their product evaluations
evaluative criteria
set of brands that comes to mind when a category is mentioned
evoked set
decision-making mode in which consumers are inexperienced in a particular consumption setting but find the setting highly involving
extended problem solving
search for product info that involves visiting retail stores to examine alternatives, seeking input from friends, or perusing professional product evaluations
external search
decision-making mode in which consumers buy a single brand repeatedly as a solution to a simple consumption problem
habit
who one perceives themselves to be
identity
search for product info that draws on personal experience and prior knowledge
internal search
degree of perceived relevance and personal importance accompanying the choice of a certain product or service
involvement
circumstantial variable which changes the consumption patterns of the family (ex: becoming empty nesters)
life-stage
decision-making mode in which consumers’ experience and involvement are both low
limited problem solving
when people place particular emphasis on money and material goods
materialism
what an advertisement intends or conveys
meaning
brands that are promoted and purchased largely through memory of the brand name and sometimes one simple quality or attribute
mindshare brands
psychological state arising when one’s desired state of affairs differs from one’s actual state of affairs
need state
people who influence the opinions and behaviors of consumers
opinion leaders
psychological bias in favor of a brand that unconsciously weights incoming information in the direction of the favored brand
pre-decisional distortion
repeated behaviors that affirm, express, and maintain cultural values
rituals
an experience that is used by the consumer to help create or transform their sense of self
self-transformative
a person’s relative standing in a social system as produced by systematic inequalities in things such as wealth, income, education, power, and status
stratification
generalized set or orientation to consumer preferences
taste
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
accommodation
advertising that communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization
brand advertising
developed by a firm that creates and maintains positive associations with the brand in the mind of consumers, building brand loyalty
brand equity
adaptation of an existing brand to a new product area
brand extension
decision-making mode in which consumers repeatedly buy the same brand of a product as their choice to fulfill a specific need
brand loyalty
sharing of advertising expenses between national advertisers and local merchants
cooperative advertising
advertising intended to establish a favorable attitude toward a company as a whole, not just toward a specific brand
corporate advertising
advertising that relies on imagery and message themes to emphasize the benefits and satisfying characteristics
delayed-response advertising
advertising that asks the receiver of the message to act immediately
direct-response advertising
placing ads with a common theme and presentation in all markets around the world where the firm’s brands are sold
global advertising
- household consumers
- government employees/officials
- members of business organizations
- members of a trade channel
- professionals
five types of audiences for ads
corporate ads that take place in the trade channel
institutional advertising
process of using a wide range of promotional tools that work together to create widespread brand exposure
integrated brand promotion (IBP)
process of using promotional tools in a unified way so that a synergistic communications effect is created for a brand
integrated marketing communications (IMC)
placement of ads in different national and cultural markets, outside the home market
international advertising
activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners, etc.
marketing
blend of the four responsibilities of marketing:
- conception, pricing, promotion, pricing, promotion, and distribution
- used for a particular idea, product or service
marketing mix
process of breaking down a large, widely varied market into submarkets that are more similar in terms of consumer characteristics
market segmentation
directing ads and IBP campaigns to consumers’ mobile devices
mobile marketing
along with accommodation, the ways in which consumers interpret ads, decoding what the source has encoded to reach an agreement of brand meaning
negotiation
marketer’s attempt to give a brand a certain meaning and distinct place in the consumers’ mind
positioning
using ads to create demand for a product category in general
primary demand situation
marketing that helps the organization achieve its long-term social purpose
purpose-driven marketing
ads carried out by producers, wholesalers, distributors, and retailers that concentrate their efforts in a geographic region
regional advertising
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
repositioning
using advertising to stimulate demand for a specific brand within a product category
selective demand stimulation
type of market segmenting in which target segments are delineated by the various benefit packages that different consumers want from the same product category
benefit segmentation
institutional buyers who purchase items to be used in other products and services or to be resold to other businesses/households
business markets
markets for products and services purchased by individuals/households to satisfy their specific needs
consumer markets
market segmenting based on basic descriptors like age, race, gender, income, etc.
demographic segmentation
market segment made up of the gradual but constant influx of first-time buyers
emergent consumers
market segmentation that identifies neighborhoods around the country that share common demographic characteristics
geodemographic segmentation
consumers who purchase a product or service much more frequently than others
heavy users
market segmenting that focuses on consumer’s activities, interests, and opinions
lifestyle segmentation
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
niche marketing
ad strategies designed to win the loyalty of consumers whose brand preferences are still under development, in hopes of gaining their loyalty
point-of-entry marketing
key themes or concepts an organization features for communicating the distinctiveness of its product or service to the target segment
positioning strategy
someone’s personal attribute is a source of devaluation in the marketplace or by other people
stigmatized
segmenting, targeting, positioning
- marketing strategy employed when advertisers focus their efforts on one subgroup of a product’s total market
STP marketing
market segment made up of consumers who often buy what is on sale or choose brands that offer discount coupons or other price incentives
switchers
consumers who enjoy new experiences and switch brands or products for that reason, not necessarily for lower prices or another incentive
variety seekers
measure of how effective a particular ad or marketing approach is in meeting its goal
advertising effectiveness
research method that measures consumer attitudes after exposure to an ad or measures attitudes about a company’s product
attitude study
massive data that have become available through social media where researchers find patterns by using computer algorithms (ex: email surveillance, location, fps tracking)
big data
pretest message research that simply seeks to see if a message is communicating something close to what is desired
communication test
developmental research that seeks feedback designed to screen the quality of a new ide, using consumers as the final judge
concept test
projective technique that offers the chance to fill in the dialogue of cartoonlike stories, as a way of indirectly gathering brand info
dialogue balloons
research on the actual ads or promotional language, finished/unfinished and is used to judge or evaluate ads and promos
evaluative research
type of physiological measure that monitors eye movements across print and online ads during studies
eye-tracking systems
research conducted outside the agency, usually in home or site of consumption
fieldwork
copy research method that works by getting consumers to turn dials while viewing tv commercials to assess response
frame-by-frame tests
feedback that determines consumers’ recognition of advertising, characterized by questions or tasks that do not explicitly make reference to the ad in question
implicit memory measures
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
inquiry/direct response measures
research method to understand online communities or cultures
netnography
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
physiological assessment
developmental research designed to allow consumers to project thoughts and feelings in an indirect/unobtrusive way onto theoretically neutral stimulus
projective techniques
how much the viewer of an ad remembers of the message, used to measure the cognitive residue of the ad
recall tests
message assessment in which the goal is to determine to what extent the message resonates or rings true with target audience members
resonance test
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
single-source data
projective technique that asks consumers to tell a story about people depicted in a scene or picture
story construction
pretest message research that tries to identify specific thoughts that may be generated by an ad
thought listing
identifying new trends in the marketplace
trendspotting
research technique to draw out people’s buried thoughts and feelings about products and brands by encouraging participants to think in terms of metaphors
zaltman metaphor elicitation technique (ZMET)
plan that specifies the thinking and tasks needed to conceive and implement an effective advertising effort
advertising plan
mathematical relationship based on marginal analysis that associates dollars spent on advertising and sales generated; sometimes used to help establish an advertising budget
advertising response function
advertising objective in which a campaign is designed to encourage customers to switch from their established brand
brand switching
method of building up the expenditure levels of various tasks to help establish an advertising budget
build-up analysis
the section that discusses who the competitors are, outlining their strengths, weaknesses, tendencies, and any threats they pose
competitor analysis
tendency to view and value things from the perspective of one’s own culture
ethnocentrism
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
executive summary
an example of a marketing plan sales objectives given as the number of homes that an ad or marketing effort gets to
household penetration
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
industry analysis
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
market analysis
percent of a market/industry’s total sales volume earned or controlled by a company during a certain time
market share
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
objective-and-task approach
advertising budgeting approach that calculates the advertising budget based on a percentage of the prior or projected year’s sales
percentage-of-sales approach
measure of whether or not a consumer intends to buy a product or service in the near future
purchase intent
unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions
self-reference criterion (SRC)
percent of the total advertising in a category spent by one brand
share of voice
the section in which the advertiser lays out the most important factors that define the situation and then explains the importance of each factor
situation analysis
measure used by advertisers which is the first brand one can remember when asked to name the brands in a category
top-of-mind awareness
an advertising objective to get consumers to use a product new to them on a trial basis
trial usage
current customers who are using your product or service
user base
