Chapter 15 Flashcards
AIDA Model
A common model of the series of mental stages through which consumers move as a result of marketing communications
AIDA Model Components
1) Attention
2) Interest
3) Desire
4) Action
Aided Recall
Occurs when consumers recognize the brand when its name is presented to them
Top-of-mind awareness
A prominent place in people’s memories that triggers a response without them having to put any thought into it
Lagged Effect
A delayed response to a marketing communication campaign
Informative Advertising
Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase
Persuasive Advertising
Communication used to motivate consumers to take action
Reminder Advertising
Communication 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
Product-focused Advertisements
Used to inform, persuade, or remind consumers about a specific product/service
Institutional Advertisements
Used to inform, persuade and remind consumers about issues related to places, politics, an industry or corporation
Product Placement
Inclusion of a product in nontraditional situations such as in a scene in a TV show or movie
Public Service Announcement (PSA)
Advertising that focuses on public welfare and generally is sponsored by non-profit institutions
Social Marketing
The application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public
Puffery
The legal exaggeration of praise, stopping just short of deception, lavished on a product
Deal
A type of short-term price reduction that can take several forms, such as “featured price” (a price lower than the regular price); a “buy one, get one free” offer; or a certain percentage “more free” offer contained in larger packaging
