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UNI > AIMC-210: Audience Perceptions and Insights > Flashcards

AIMC-210: Audience Perceptions and Insights Flashcards

1
Q

Advertising & PR are based on…

A

Humanities/Social Sciences (philosophy, history, anthropology, politics, IR & diplomacy)

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2
Q

Majority of consumers worldwide despise brands; thus, companies resort to using _____, _____, and _____.

A

persuasion, innovation & creativity

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3
Q

_____ & _____ can build a social legacy

A

Truth and Quality Knowledge

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4
Q

_____ determines a product’s success

A

Brand perception

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5
Q

_____ & _____ are developed to influence consumers’ perception about the brand.

A

storytelling and annual content plans

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6
Q

Two challenges that agencies face

A
  1. Customers’ Feedback is accessible which can be challenging to build & maintain positive brand perception.
  2. Understanding target audience.
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7
Q

Consumer Behavior

A

A process of an individual making a decision and actions when searching for, evaluating, purchasing, & using products and services.

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8
Q

Two elements of consumer behavior

A
  1. process of action
  2. person or group’s involvement
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9
Q

Three companies that research on consumers

A

Non-profit institutions, public and private sectors

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10
Q

non-profit institutions

A

companies with social marketing initiatives with the goals of getting consumers to increase support for a social cause, and convince consumer to change (behavior-wise).

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11
Q

public sector

A

Provision of government services for consumers & organizations

**Services include education, electricity, health care, gas, public transportation, roads, police, military, water and tourism.

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12
Q

private sector

A

Commercial companies & marketing efforts to persuade consumers.

**Such companies collaborate with their global offices and marketers to research target consumers for product development, consumer trends & lifestyle changes.

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13
Q

research agencies’ 2 roles

A
  1. Produce reports about market trends, consumer behaviors and etc.
  2. Objective: reduce risks when making business decisions.
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14
Q

Concept of Behavioral Economics

A

interdisciplinary study combining psychology and economics to understand the emotional and irrational decisions of consumers.

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15
Q

Early Empirical Phase (1930s to late-1940s)

A

Applied commercial research based on economic theory
Focus: Sales Effects of Advertising & Distribution and Promotion decisions of company.

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16
Q

Motivation Research Phase (1950s)

A

Clinical Psychologists with Freudian concepts using depth interviews, focus groups & projective techniques
Focus: Consumer Motivations

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17
Q

Formative Phase (1960-1965)

A

Marketing consumer behavior specialists
Focus: Single purchase behavior constructs such as cognitive dissonance, perceived risk, personality & social character/class.

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18
Q

Utopian Grand Theories Phase (1966 to early-1970)

A

Focus: Build integrated concepts/theories about consumers’ pre-purchase decision process

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19
Q

Information Processing Phase (early 1970s to 1980)

A

Pragmatic researchers
Focus: How consumers process and use information in short/long term.

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20
Q

Consumer Culture Theory Phase (1980s to present)

A

Promoting macro research perspective of consumers as human beings than computers.

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21
Q

Marginalized Consumer

A

Sellers produced goods and services without consulting consumers.

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22
Q

Statistical Consumer

A

Positivist research methods were used to determine what consumers wanted in 1950s.

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23
Q

Secretive Consumer

A

Researchers focused on consumers’ hidden motivations – “Why?” in 1960s.

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24
Q

Satellite Consumer

A

During 1970s & 1980s - Marketers developed a brand centric model to pull consumers to brands: Brand repetoire, brand positioning, brand equity & brand personality.

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25
Q

Sophisticated Consumer

A

Consumer consuming advertising & experiences as well as goods and services.

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26
Q

Multi-headed Consumer

A

Model of thinking considered the need states of consumers; it focuses on the Communication Objectives

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27
Q

Mutable Consumer

A

21st century consumer is a thinking person who dynamically constructs identities continually over time & space. Consumers are influenced by different elements, yet it may change.

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28
Q

Positive and Negative Influences of Technology

A

Positive → Convenience (Mobile apps, online banking, online shopping, self-service, etc.)

Negative → Cybercrime, online addiction, mental health problems & economic impacts.

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29
Q

Treat people as citizens, not consumers

A

People must recognize brands’ intellectual integrity.

30
Q

Learning

A

How we acquire knowledge & behavior, and variety of psychological processes including development of appropriate & inappropriate social behaviors.

31
Q

Behavioral Learning theories

A

It assume that learning takes places as the result of responses to external events.

32
Q

Classical Conditioning (CONCEPT)

A

Pavlov rang a bell then gave the dog some food treats. With repetition, the dog eventually treated the ball as a signal for food & began salivating in anticipation of a treat.

33
Q

Classical Conditioning in Advertising

A

Create an advertisement with positive emotions and experiences in consumers’ mind. Hence, when consumers come across these products, they will recall these feelings through these ads.

34
Q

Stimulus Generalization

A

Refers to the tendency to respond to stimuli that resemble the original conditioned stimulus.

35
Q

Stimulus Generalization in Advertising

A

Develop global plan to associate one’s brand with several sport events, social events and celebrities.

36
Q

Stimulus Generalization: Brands use as basis in their branding approach

A
  • Create a brand name that consumers associate with positive qualities
  • Paste that brand’s name on similar products
  • Let the positive associations transfer to new item.
37
Q

Stimulus Generalization: Branding Strategies are applied on the following

A
  • Family branding
  • Product Line Extensions
  • Licensing
38
Q

Consumers’ Perceptions

A

How consumers perceive and interpret about a brand whereby opinions, feelings and beliefs are formed around a brand.

39
Q

Perceptual process in Positioning Strategy

A

Perceptual process develops a consumers’ perception of a brand and formulates the brand’s position with other competitors.

40
Q

Importance of Humanities in Consumers’ Perceptions

A

Humanities are important because advertising highly regards peoples’ perceptions and mentalities to convince them in buying the brands.

41
Q

Principle of Salience

A

A situation where people pay attention to information that only attracts their interest in a particular context; it is something that we consider relevant and timely.

42
Q

Selective Retention

A

People likely to remember information that closely aligns with their interests, beliefs and values.

43
Q

Two Kinds of Perceptual Selectivity

A

Perceptual Defense
Perceptual Vigilance

44
Q

Perceptual Vigilance

A

Consumers pay extra attention to advertisements that meet their current needs and wants.

45
Q

Perceptual Defense

A

Tendency to distort/ignore information that is threatening or culturally unacceptable.

46
Q

Guerilla Marketing

A

Element of surprise is used to communicate with target market; it is often unconventional, innovative and memorable which may result in word-of-mouth advertising and eventually– a viral sensation.

47
Q

Subliminal Perception

A

It is a unconscious perception whereby advertisers use hidden sounds and images to influence consumers’ buying decisions.

48
Q

Last Stage of Perceptual Process

A

INTERPRETATIONS are formed from their experiences using mental structures. It is, then, to guide people’s interactions.

49
Q

When developing the marketing mix, the organization must consider…

A

BUYER BEHAVIOR → People’s actions regarding buying and using products.

50
Q

COMPLEX DECISION MAKING PROCESS: Need recognition

A

Addressing a problem which results to marketers being involved in this stage to develop a marketing mix that helps solve these problems faced by consumers.

51
Q

COMPLEX DECISION MAKING PROCESS: Information Search

A

Marketers provide information that consumer needs to address in promotional contents. Information search may also trigger new needs.

52
Q

COMPLEX DECISION MAKING PROCESS: Evaluation of Alternatives

A

Assessing various products based on a criteria: its costs, effectiveness, quality, convenience, etc.

53
Q

COMPLEX DECISION MAKING PROCESS: Purchase Decision

A

Marketers simplify purchasing process to attract buyers in making the purchase decision on their brand. They simplify it by providing assurance towards online security, services, simplified payment options, special packages.

54
Q

COMPLEX DECISION MAKING PROCESS: Selection

A

Selecting the favorite brand. Marketers will resort to storytelling to influence people’s decisions.

55
Q

COMPLEX DECISION MAKING PROCESS: Post-purchase Behavior

A

Consumer’s feelings and evaluations after purchasing. Marketers will analyze their behavior and ask feedback to continuously ensure that product can make the consumer happy.

56
Q

COMPLEX DECISION MAKING PROCESS: Disposal Options

A

Sometimes, consumers are dissatisfied with brands & may require refund. Thus, marketers must be honest and help consumers through this to prevent risk towards their reputation. There is also boycotting.

57
Q

Consumer Hyperchoice

A

a purchasing situation of a consumer involving an excess of choice.

58
Q

What is the impact of Consumers’ Attitudes on Brands’ Advertising Strategies?

A

Marketers needs to revisit these strategies and propose new concepts that are consistent with consumers’ needs, companies’ goals, and social issues.

59
Q

TREND: AI will find a way

A

Marketers are optimistic towards Generative AI which may result to rapid increase of usage of this technology in the industry.

60
Q

TREND: Culture Comes First

A

Following culture to connect with various consumers.

61
Q

TREND: Brand Control VS Cancel Culture

A

Brands taking an activist stance can affect their reputation negatively or not.

62
Q

TREND: Making Sense of Attention and Emotion

A

Emotional marketing

63
Q

TREND: Holistic Measures of Success

A

Performance metrics are important as this helps partnered brands (and the company) to evaluate the campaign’s impact.

64
Q

TREND: Radical Innovation to Boost Sustainable Growth

A

hospitals’ campaigns → continuous attempt of reaching out to audience

65
Q

TREND: Challenger Brands Break Through

A

Present facts and testimonials; present credibility to convince the audience in a creative approach.

People are now critical thinkers.

66
Q

TREND: The Rise of Premiumisation

A

Shift in consumer buying habits: switch to private labels, cheaper retailers, local brands due to global inflation & costs of living crisis

67
Q

TREND: In Search of… Life Beyond the Search Bar

A

AI is making search smarter by understanding the why behind what people search for and staying up-to-date with changes in different fields.

68
Q

TREND: Retail Gets into Ad Business

A

Brands are using advertising on retail platforms to reach consumers. Stores are not just selling product anymore, brands sell products online through ads to reach shoppers.

69
Q

Persuasion

A

It makes use of loaded words to influence & convince people to make changes and actions.

70
Q

Three Key Argument Features of Persuasion

A

STYLE, STRUCTURE, AND CONTENT

71
Q

Persuasive Message

A

Central message that intrigues, informs, and influences people to take action.

Ethos (Credibility), Pathos (Emotions), Logos (Logic) are used.

72
Q

Four Parts of Persuasive Message

A
  1. Attention Statement → Hook
  2. Introduction → introduce needs and wants of people to build interest
  3. Explanation → establish credibility
  4. Call to Action

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