AIMC-210 FINALS Flashcards
What is ‘targeting’ in advertising?
Targeting is the intellectual effort to define main and secondary audiences who represent the brand and integrate it into society, rather than simply those who pay for products.
Define the Big Five (OCEAN) model.
A psychological construct measuring five personality traits: Openness to Experience, Conscientiousness, Extraversion, Agreeableness, Neuroticism.
What is a virtual brand community?
A platform where consumers share experiences and content about a brand, fostering loyalty and creating meaningful consumer-brand connections.
Why is psychological targeting valuable for advertising?
It predicts people’s preferences, opinions, and behaviors using validated constructs like the Big Five, enabling brands to create more effective & long-term strategies.
How do personality types influence marketing messages?
For example, conscientious individuals prefer detailed and number-driven messages, while less conscientious people are influenced by storytelling.
Why must brands prioritize ethics in consumer privacy?
Consumers are often ill-equipped to understand data risks of making intimate decisions which may be used for various reasons.
Respecting ethics builds credibility and empowers consumers with technological literacy.
How do brand communities influence advertising strategies?
Brand communities shift the focus from direct selling to fostering connections, involving consumers in decision-making and collective actions, thus enhancing consumer brand loyalty.
What are the six buyer personas identified in UK research?
Activators, Traditionalists, Achievers, Seekers, Pragmatics, Constraineds.
What are the key goals of virtual brand communities?
- Strengthen the brand-consumer connection to foster brand loyalty
- Address social & global issues and show genuine care about ongoing problems.
What disciplines should agencies integrate for effective psychological targeting?
Sociology, anthropology, philosophy, diplomacy, and IR.
What challenges arise with psychological targeting and data ethics?
- Blurred lines between public and private data
- consumers’ lack of knowledge on data risks
- potential misuse of intimate information
What are the steps companies must take to build a strong brand community?
- Engineer the community, not just the brand (Opinion leaders)
- Encourage flexibility, debates, and critical thinking.
- Embrace conflicts to foster growth.
- Avoid overly controlling the community.
Can targets be defined as those who pay for products or services?
No, targets are defined as people who represent the brand and integrate it into society.
Are brand communities merely marketing strategies?
No, they are business strategies supporting broad organizational goals.
Can brands achieve psychological targeting success using only data?
No, psychological targeting requires critical thinking and personal intuition alongside data.
Are online networks equivalent to brand communities?
No, online networks are tools to support community functions, but they are not communities themselves.
Why do brands need to involve consumers in collective decision-making?
Involvement turns consumers into active participants, fostering loyalty and giving them a sense of ownership in the brand’s legacy.
Why should companies integrate humanities into advertising strategies?
Humanities provide critical perspectives on society, enabling brands to craft meaningful campaigns that resonate deeply with consumers’ values and societal needs.
Why is it important for companies to build a ‘brand ecosystem’?
A brand ecosystem fosters long-term loyalty by creating a community that aligns with societal values, influences ideologies, and engages in collective thinking.
