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Advertising > Consumers Use of ADV/PR > Flashcards

Consumers Use of ADV/PR Flashcards

1
Q

brand advertising

A

create liking or preference

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2
Q

direct response advertising

A

immediate

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3
Q

marketers own experience

A

only way to understand what consumers wanted

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4
Q

psychological theories

A

look at the way people behaved and why they did those thinga

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5
Q

explanation of behavior

A

why consumers do things and what they are thinking

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6
Q

attrubution modeling

A

predict human behavior

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7
Q

high involvement

A

what college to go to

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8
Q

low involvement

A

whats for dinner, or what toothpaste to buy

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9
Q

decision process of a consumer

A

problem recognition, search internal/external, alternative evaluation, choice, outcomes

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10
Q

problem recognition

A

when did you realize you had to solve this problem

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11
Q

search internal/external

A

prior knowledge and experience/ hear an ad, google something, ask a friend

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12
Q

consideation set

A

what you would consider eating for dinner

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13
Q

evaluative criteria

A

whats most important to you

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14
Q

cultural influences

A

mainstream - collective values and beliefs of society.. Sub - distinctive lifestyles/values

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15
Q

social rank and class

A

prestige - income, job, association, influence, parents are determinants

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16
Q

interpersonal influences

A

FAMILY, friends/role models - product advice. Opinion leaders (experts)

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17
Q

two step flow theory

A

mass media to leaders to consumers

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18
Q

individual influences

A

demographics - divide “mass” market up, gender makes a difference,

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19
Q

psychological influences

A

perception is reality, memory, learning, attitude, motivation, perception is different for each consumer

20
Q

subliminal perception

A

you see it but you are not aware you see it - what you see is what you get

21
Q

James Vicary

A

eat popcorn drink coke

22
Q

Vance Packard

A

hidden persuasions

23
Q

Wilson Brian Key

A

subliminal seduction

24
Q

individual influences

A

memory and learning and attitudes - retention of new info and aquire new behaviors

25
Q

attitudes

A

inclination to evaluate product in certain way, resistant to change

26
Q

3 components of attitude

A

cognitive - think, big raise WOW; affetuve - feel, I don?t like him hes an aggie; action tendency - doing, might influence vote bc of raise

27
Q

marketers influence consumers by

A

reinforce brand habits,increase retention of message, reinforce buying, brand loyalty (preference)

28
Q

one way communication

A

seen, stored, recalled

29
Q

buying motives

A

achuevement, independent, exhibition, recognition, dominance, affiliation, nurturance, sexuality, stimulation, saving money

30
Q

how consmers process brand image advertising

A

media exposure, selective attention, attitude connection, retention, action

31
Q

media exposure

A

consumer gets the chance to perceive the ad

32
Q

selective attention

A

hopefully pay attention because our brain filters whats not important (perceptual screening)

33
Q

selective attention - one image

A

repeatedly showing one image

34
Q

selective attention - visual hook

A

no sound, draws attention

35
Q

attitude connection - central route

A

can be modified by persuasion of new product information

36
Q

attitude connection -peripheral route

A

modified by attitude toward ad itself, whther its viewed as credible or likeable - experise, trustworthiness

37
Q

retention

A

REPITITION, short term to long term memory

38
Q

response behavior; choice

A

information, preference, action, outcomes

39
Q

marketing research

A

identify markets

40
Q

consumer research

A

understand consumers

41
Q

media research

A

find most effective media messages and budget levels

42
Q

secondary research

A

find out what is already known - database sources

43
Q

primary research

A

custom research to suit needs of a certain market

44
Q

quantitative research

A

brand advertisers are heavy users of this; surveys, single source scanner data, experimental market tests

45
Q

qualitative research

A

used to help form understanding; find out how people relate, new package design, creative treatment - focus groups, one on one interviews, observations – creative and relationships

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