Chapter 1 Flashcards
What is advertising?
Any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service or idea
What is marketing?
The activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients etc.
Brands are more than a product. They are:
- The intangible sum of a product’s attributes
- A name, sign or symbol used to identify items or services of the seller(s) and to differentiate from good of competitors
A benefit has to be?
- Important/motivating
- Deliverable by the brand
- Unique to the brand
What is the product life cycle?
Curve: introductie, growth, maturity and decline
What is the most important thing of the introduction stage?
Creating brand awareness
What is the most important hing of the growth stage?
Brand attitude and brand preference
What is the most important thing of the maturity stage?
Brand loyalty and maintaining TOM
What is the most important thing of the decline stage?
Product recall/convey new product
What is the alpha strategy in persuasion?
Use of strong compelling arguments that justify accepting the message position or communicating scarcity
What is the omega strategy in persuasion?
Reduce resistance by directly counter-arguing consumer concerns, reframing the message so that it does not appear to be a blatant persuasive attack
What are cognitive consumer responses?
Beliefs an thoughts about brands, products and services that consumers generate in response to advertising
What are attitudes?
They are derived from cognitive responses. An attitude captures how we evaluate an object
What are affective responses?
It entails more or less transient emotions and moods that can occur as a function of ad exposure and differ in valence and intensity
What are behavioral responses?
It include the intention and actual behavior in response to advertising, such as buying the product, choosing a brand, but also product trial, brand switching etc.
What is a direct source?
A spokesperson delivering a message or demonstrating a product
What is an indirect source?
It does not deliver a message but is nevertheless associated with the product or service
What is source credibility?
It influences the message processing and persuasion mainly when recipients are not particularly motivated to process the message.
What is the halo effect?
If a brand or person is judged favorably on one key attribute, it must be good on other attributes
What is the primacy effect?
Presenting the strongest arguments first will be positive for the consumer attention and increased processing intensity
What is the recency effect?
Arguments at the end may benefit because they are the most recently activated in memory
What are the several types of fears?
- Physical
- Social
- Product performance
- Financial
- Opportunity
What is the promotional mix?
- direct marketing
- interactive marketing
- sales promotion
- public relations
- personal selling
What are the five features of the internet make it a suitable medium for interactive marketing?
- The internet is synchronous
- Consumers have control of contact
- Consumers may sometimes have more control of content that they do with traditional media
- Perceived social presence
- Consumer can choose to stay anonymous
What is sales promotion?
Focused on generating an immediate behavioral response from the consumer
What are the two types of PR?
- Financial PR
2. Marketing PR
What is personal selling?
A two way, face-to-face form of communication to inform and persuade prospective buyers
What are the advantages of personal selling?
- It has a higher overall impact on buyer behavior
- The impact is enhanced through the possibility of demonstrating the product and negotiating on the price
- Efficient form of communication
What are the disadvantages of personal selling?
- The costs
- The company’s lack of control over the content of its messages
