H1

Question 1

Integrated marketing communication

Answer 1

strategic business process to plan, develop, execute and evaluate brand communications programs

Question 2

Four categories of contact tools/touch points

Answer 2

1. company created touch points
2. intrinsic touch points
3. costumer initiated touch points.
4. unexpected touch points

Question 3

Relative impact

Answer 3

communication can have a lhigh or low impact

Question 4

Company created touchpoint

Answer 4

advertisements, website

Question 5

Intrinsic touch points

Answer 5

interactions between the brand and the consumer. E.g. sales talk

Question 6

Costumer initiated touch points

Answer 6

Contact started by the consumer e.g. filing a complaint

Question 7

Unexpected touch points

Answer 7

When a consumer gets information about the brand which is unplanned by the company. E.g. WOM

Question 8

Ability to control

Answer 8

Amount of control the brand has on the communication moments

Question 9

Hierarchy of effect model (stages)

Answer 9

1. cognitive stage
2. affective stage
3. cognitive/behavioural stage

Question 10

Low involvement of hierarchy of effects model

Answer 10

says that consumers, after frequent exposure to marketing messages, might buy the product, and decide afterwards how they feel about it

Question 11

Experiential hierarchy of effects model

Answer 11

says that consumers affective responses towards a process lead them to but it and, if necessary they reflect on it later

Question 12

Two demensions of the foot cone belding (FCB)

Answer 12

1. Involvement: the importance people attach to a product or buying decision
2. Think feel dimension: a continuum reflecting the extent to which a decision is made on a cognitive or an affective basis

Question 13

Transformational buying motive

Answer 13

consist of positive emotions such as sensory gratification, social approval or intellectual stimulation

Question 14

informational buying motive

Answer 14

refers to reducing or reversing negative motivations such as solving or avoiding a problem

Question 15

TOMA

Answer 15

indicates which brand is most salient within a product category

Question 16

Attitude

Answer 16

A persons overall evolution of an object a product, a person etc

Question 17

Two dimensions regarding attitude formation and change

Answer 17

1. Cognitive, affective or behavioural

2. Level of elaboration: central route vs peripheral route

Question 18

MOA

Answer 18

1. motivation: willingness to engage in behaviour
2. ability The resources needed to achieve particular goal
3. Opportunity: the extent to which the situation enables a person to obtain the goal set

Question 19

Central route

Answer 19

If motivation ability and opportunity are all high the elaboration likelihood is high (slow, reflective)

Question 20

Peripheral route

Answer 20

If one of the MOA factors is low (quick)

Question 21

Self-generated persuasion

Answer 21

the consumer is not persuaded by strong brand arguments, but by their own thought, arguments or imagined consequences.

Question 22

Expectancy value model (3 elements)

Answer 22

1. relevant product attributes
2. extent to which one believes brand possesses these attributes
3. the evaluation of these attributes or how good/bad one thinks it is for a brand to possess these attributes.

Question 23

Theory of reasoned action

Answer 23

Link between attitude and behavioural intention . (what different groups consider as socially desirable behaviour.

Question 24

Theory of planned behaviour

Answer 24

Developed to deal with behaviours people have no control over (no money)

Question 25

Perceived behavioural control

Answer 25

difficulty of performing behaviour

Question 26

Changing consumers attitude and influence behaviour (TPB model). (3 ways)

Answer 26

1. Changing brand beliefs
2. Changing attribute evaluations
3. changing attitudes by adding attributes

Question 27

Heuristic evaluation

Answer 27

brand attitudes based on peripheral cues

Question 28

Affect/feelings-as-information-model

Answer 28

consumers may use feelings as a source of information to form an overall evaluation of a product/brand.

Question 29

Mere exposure

Answer 29

How many times an ad has been seen

Question 30

Wear-out

Answer 30

Being to often confronted with an ad and getting bored/irretated

Question 31

Emotional conditioning

Answer 31

An extreme case of feelings transfer based on classic conditioning theory (positief gevoel aan merk koppelen, vb: nummer -> love -> auto reclame)

Question 32

Stimulus generalization

Answer 32

when the feelings are not only transferred to your brand but also to brands with similar names or similar looking products.

Question 33

Post experience model

Answer 33

Assumes relationship between current purchase and previous purchase

Question 34

Perception experience memory model

Answer 34

When consumers do not yet have brand experience, the main function of advertising consists of framing perception

Question 35

Reinforcement model

Answer 35

Says that awareness leads to trail and trial leads to reinforcement

Question 36

Routinised response behaviour model

Answer 36

low involvement products are based frequently. Low decision making time

Question 37

The superiority of pleasant hypothesis

Answer 37

ad-evoked irritation has e negative influence on ad and brand related responses

Question 38

Law of extremes theory

Answer 38

not only very positive but very negative ad can eventually lead to positive.

Question 39

Brand confusion (positive & negative)

Answer 39

Wrong brand associated

Question 40

Product confusion

Answer 40

attributing a stimulus to wrong product category