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Marketing Communication > Exam Revision > Flashcards

Exam Revision Flashcards

1
Q

Respondent Conditioning is?

A

a process of changing behaviour by rewarding or punishing a subject each time an action is performed.

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2
Q

Operant conditioning is?

A

a method of learning that occurs through rewards and punishments for behavior. Through these rewards and punishments, an association is made between a behavior and a consequence for that behavior.

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3
Q

Vicarious learning is?

A

Observational learning is learning that occurs through observing the behavior of others.

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4
Q

Behavioural modification perspective consists of 3 elements;

A
  1. Respondent conditioning
  2. Operant conditioning
  3. Vicarious learning
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5
Q

Strong theory of advertising is?

A

advertising has a strong enough effect to push the consumer through the hierarchical model (from unawareness to behaviour)

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6
Q

The brand awareness pyramid from top to bottom;

A
  1. Top of mind awareness (TOMA)
  2. Brand recall
  3. Brand recognition
  4. Unaware of brand
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7
Q

Consumer processing model (CPM) is?

A

Behaviour based on pure reason and is seen as rational cognitive, systematic and reasoned.

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8
Q

Hedonic, experiential model (HEM)

A

Behavior is based on pure feelings and is seen as passionate, spontaneous and irrational.

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9
Q

The 8 stages of consumer information processing are;

A
  1. exposure
  2. attention
  3. comprehension
  4. agreement
  5. retention
  6. retrieval
  7. Decision
  8. action
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10
Q

The 3 components of attitudes are?

A
  1. Cognitive (Thinking - beliefs about an object or issue)
  2. Affective (Feeling - feelings and evaluations)
  3. Conative (Behaving - behavioral tendencies towards an object)
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11
Q

Elaboration Likelihood Model (ELM) - Persuasion consists of 6 steps?

A
  1. Exposure to message
  2. Receiver opportunity to process message
  3. process message argument
  4. responses to argument
  5. attitude formation
  6. enduring/temporary attitude change
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12
Q

The 3 key elements of brand positioning are?

A
  1. Attributes
  2. Benefits
  3. Overall evaluation (attitude)
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13
Q

Brand positioning benefits fulfil 3 main needs, which are?

A
  1. Functional needs
  2. Symbolic needs
  3. Experiential needs
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14
Q

MECCAS model stands for;

A

Means-End Conceptualization of Components for Advertising Strategy

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15
Q

MECCAS models 2 key attributes are?

A

Brand —– Personal Values

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16
Q

Means-End model is?

A

A chain of ATTRIBUTES (Fast, Cheap) that lead consumers to gain BENEFITS (through consumption) that ultimately lead to VALUES (beliefs/ personally important).
Attributes - Benefits - Values

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17
Q

The TEARS model has 6 components..?

A
  1. Trustworthiness
  2. Expertise
  3. attractiveness
  4. Respect
  5. Similarity (To the target audience)
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18
Q

Weak theory is when?

A

Behavior is unlikely to change through advertising alone.

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19
Q

AIDA stands for?

A

Attention - Interest - Desire - Action

Backs up the strong theory

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20
Q

The ATR model consists of?

A

Awareness - Trial -Reinforcement (repeat purchase)

Backs up the weak theory

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21
Q

Hierarchical model (Ladvidge & Steiner) (Cognitive process leading to behavior);

A

Awareness - Knowledge - Liking - Preference - Conviction - Purchase

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22
Q

The definition of cognitive is?

A
  1. The mental process of knowing, including aspects such as awareness, perception, reasoning, and judgment.
  2. That which comes to be known, as through perception, reasoning, or intuition; knowledge.
    Course described as - awareness / attitudes
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23
Q

The traditional view of setting advertising objectives is?

A

Attitude & awareness are more precise measures of effectiveness. (sales is an unsuitable objective)

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24
Q

The alternative approach of setting advertising objectives is?

A

Advertising - purpose is to increase sales. (sales measures are vaguely right)

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25
Q

Evaluation has an order of advertising effects that consist of 6 systematic steps which are?

A
  1. Advertisement (message)
  2. Brand recognition / recall
  3. Recall of message (arguments and elements)
  4. Affective / emotional responses
  5. Brand attitude change
  6. Purchasing behavior
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26
Q

2 main measures of attitude are?

A
  1. Recognition and recall

2. Persuasion or purchase intent

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27
Q

2 main measures of behavior are?

A
  1. Physiological arousal

2. Sales response

28
Q

A Media Strategy consists of 4 main components;

A
  1. Target audience selection
  2. Objective specification
  3. Medium
  4. Media buying
29
Q

5 key concepts in the media planning process are ?

A
  1. Reach
  2. Frequency
  3. Weight
  4. Continuity
  5. Recency
30
Q

Cross platform synergy is when ?

A

The marketing (media) mix is aligned with communication objectives therefore amplifying and communication message.

31
Q

Big data is?

A

The digitization of everything & computer processing power - volume, velocity and variety.

32
Q

NZ self regulatory system;

A

Advertising standards authority regulate themselves.

33
Q

Customer Relationship Marketing (CRM) model is?

A

Customer relationship marketing (CRM) is a business process in which client relationships, customer loyalty and brand value are built through marketing strategies and activities. CRM allows businesses to develop long-term relationships with established and new customers while helping streamline corporate performance. CRM incorporates commercial and client-specific strategies via employee training, marketing planning, relationship building and advertising.

34
Q

The promotional mix consists of 5 key elements;

A
  1. Personal selling
  2. Advertising
  3. Direct marketing
  4. Sales promotions
  5. Public relations (sponsorship & CRM)
35
Q

Personal selling definition?

A

Basically personal selling is one-to-one communication between seller and prospective purchaser. It generates direct contact with prospects and customers. It is one of the most expensive forms of promotion.

-Examples: personal meetings, telemarketing, e-mails, and correspondence

36
Q

Sales promotions definition?

A

Sales promotion basically represents all marketing activities other than personal selling, advertising, and public relations. Sales promotions are used to stimulate purchasing and sales and the objectives are to increase sales, inform potential customers about new products, and create a positive business or corporate image.

-Examples: coupons, product samples, point-of-purchase displays

37
Q

Elements in the communication mix;

A 
source
objective
message
channel
receiver
feedback
noise
38
Q

Behaviour is based on pure reason and is seen as purely rational, systematic and reasoned;

A

CPM - Consumer processing model

39
Q

Behaviour is purely irrational and is considered passionate, spontaneous and emotional;

A

HEM - Hedonic experiential model

40
Q

The 8 stages of consumer information processing are?

A
  1. exposure
  2. attention
  3. comprehension
  4. agreement
  5. retention
  6. retrieval
  7. decision
  8. action
41
Q

Thinking and beliefs;

A

Cognitive

42
Q

Feelings and evaluations;

A

Affective

43
Q

Behaviour and purchasing;

A

Conative

44
Q

Peripheral cues are?

A

background elements such as; music, and scenery. peripheral to the primary message

45
Q

Elaboration

A

Deals with consumers mental response to a marketers communication (message)

46
Q

Attention, Interest, Desire and Action;

A

AIDA

47
Q

Awareness, Knowledge, Liking, Preference, Conviction and purchase;

A

Lavidge and Steiner

48
Q

Attitude —> Intention of purchase

A

Traditional approach

49
Q

Awareness, Trial and Reinforcement;

A

ATR model (backs the weak theory)

50
Q

Focuses on environmental factors which influence behaviour, learning as a consequence of our interactions with the environment;

  • Respondent conditioning
  • Operant conditioning
  • Vicarious learning
  • Ecological design
A

BMP - Behavioural modification perspective.

51
Q

Stimuli influences behaviour such as being rewards for an action but not always. Therefore action will be performed without stimuli;

A

Respondent conditioning (Pavlovs dogs)

52
Q

Being rewarded after desired behaviour has been performed - positive reinforcement (not rewarded every time but now and then

A

Operant conditioning.

53
Q

Isle ends, displays,and high traffic congestion warnings all have an effect on consumer behaviour.

A

Ecological design.

54
Q

Toma - Brand recall - Brand recognition - Unawareness;

A

Brand awareness pyramid

55
Q

With regards to brand image there are three main types of brand associations;

A

Attributes
Benefits
Values (Evaluations)

56
Q

Positioning via brand benefits consist of three elements or (needs);

A

Functional needs
Symbolic needs
Experiential needs

57
Q

When a brand reflects personal values;
Brand —— Personal values
an association of positive attitude to purchase intent.

A

MECCAS model (Means to an end conceptualization of components for advertising strategy)

58
Q

Attributes - Consequences - Values

A

Means to an end model.

59
Q

Behaviour is unlikely to be changed through advertising alone. Backed by the ATR model

A

Weak theory

60
Q

Advertising directly influences behaviour and therefore sales, AIDA model supports this.

A

Strong theory

61
Q

Attitude and awareness are the best measures of advertising effectiveness, sales is an unsuitable objective.

A

Traditional approach

62
Q

Advertisings sole purpose is to generate sales. sales measures are mostly right

A

Alternative approach

63
Q

Recognition and recall,
Persuasion and purchase intent
are measures of?

A

Attitude

64
Q

Physiological arousal
measures of sales response
are measures of?

A

Behaviour

65
Q 
Reach
Frequency
Weight
Continuity
Recency
A

Media planning process

Marketing Communication (1 decks)

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