Chapter 15

Question 1

AIDA Model (T)
What is the model also known as?

Answer 1

Models how consumers move through a series of mental stages:

ATTENTION (think)
INTEREST (feel)
DESIRE (feel)
ACTION (do)

AKA “think, feel, do” model

Question 2

Lagged Effect

Answer 2

Delayed response to a marketing communication campaign. It generally takes multiple exposures to an ad before a consumer fully processes its message.

Question 3

Types of Advertising

Answer 3

INFORMATIVE ADVERTISING
Communicates to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase

PERSUASIVE ADVERTISING
Motivate consumers to take action

REMINDER ADVERTISING
Used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

Question 4

Institutional Advetisements

Answer 4

To inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation.

Question 5

Social Marketing

Answer 5

Application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment.

Question 6

Human Development Index (HDI)

Answer 6

Composite measure of three indicators of the quality of life in different countries:
life expectancy at birth;
educational attainment; and
whether the average incomes, according to PPP estimates, are sufficient to meet the basic needs of life in that country.

Question 7

What are the four key elements of a country’s infrastructure?

Answer 7

Transportation
Distribution Channels
Communications
Commerce

Question 8

Glocalozation

Answer 8

Standardizing products globally but using different promotional campaigns to sell them

Question 9

Cultural Imperialism

Answer 9

Belief that one’s own culture is superior to that of other nations.