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Marketing Communication > Lecture 1 > Flashcards

Lecture 1 Flashcards

1
Q

Types of consumer responses towards an ad

A
  1. Cognitive responses: thinking about the brand (beliefs, evaluations, attitudes etc.)
  2. Affective responses: feelings about the brand (emotions, moods etc.)
  3. Behavioral response: acting towards the brand (buying, using etc.)
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2
Q

Advertising

A

Any form of paid communication by an identified sponsor aimed to inform and/or persuade target audiences about an organization, product, service or idea.

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3
Q

Classic distinction in type of message

A

Argument-based vs. emotional appeals. Both appeals coexist.

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4
Q

Two key functions of advertisements

A

To inform / to persuade

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5
Q

Informing via ad’s

A

Change non-evaluative consumer responses: e.g. beliefs/knowledge.

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6
Q

Persuading via ad’s

A

Change evaluative consumer responses: e.g. attitudes/preferences

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7
Q

Alpha strategies

A

Making the offer more attractive. Promoting an approach motivation. Use a model for your ad.

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8
Q

Omega strategies

A

Reducing an avoidance motivation. Reducing Resistance. E.g. de belastingdienst; leuker kunnen we het niet maken wel makkelijker.

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9
Q

The Stages from low effort (unconscious) to high effort (conscious)

A
  1. Pre-attentive analysis
  2. Focal attention
  3. Comprehension
  4. Elaborative reasoning
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10
Q

Covariant to processing of information

A

The level of involvement of a consumer (high vs. low). Note: expensive does not always mean high involvement.

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11
Q

Main challenge of a marketing manager

A

Finding the right psychological buttons to press. They lead to predictive outcomes and can be very efficient.

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12
Q

The individual perspective

A

Relating specific advertising stimuli to specific and individual consumer responses and elucidate the processes responsible for any advertising effects.

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13
Q

Does advertising create needs?

A

No! It channels needs by reshaping them into wants.

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14
Q

Argument-based appeal

A

Straightforwardly informing consumers about the product, its price and where it can be bought.

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15
Q

Emotional-appeal

A

Aims to influence consumer’s feelings/emotions rather than his or her thoughts.

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16
Q

Cognitive consumer responses

A

Are beliefs and thoughts about brands, products and services. They include:

  1. brand awareness
  2. brand recall
  3. brand recognition
  4. associations
  5. attitudes and preferences
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17
Q

Affective responses

A 
Are various more or less transient emotions and moods that can occur as a function of an exposure. They include:
1. warmth
2. irritation
3. fear
4. pride
They differ in valance and intensity.
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18
Q

Behavioral responses

A

Reflects the intention and actual behavior in response to advertising, like:

  1. Buying the product
  2. Choosing a brand
  3. Product trial
  4. Brand switching
  5. Discarding a product
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19
Q

Source Credibility

A

Credibility includes the dimensions of source expertise and trustworthiness.

It influences message processing and persuasion when recipients are not very motivated to process the message.

20
Q

Source attractiveness

A

Appealing via sexual attraction and beauty.

Attractiveness frequently functions as a halo: what is beautiful is good. The attractiveness Halo-effect can easily extend beyond the model itself to positively affect the products with which he/she is associated.

21
Q

Argument quality

A

Refers to what is communicated about the product. An argument is strong when a desirable product attribute is highlighted, coupled with the certainty that it will be delivered with the product.

22
Q

Message structure

A

Refers to how product information is communicated. Presenting arguments first may increase attention and processing intensity. While presenting them last may benefit them because they are most recently activated in memory.

23
Q

One-sided message

A

Classical. A biased ad with arguments supporting a conclusion favourable to the advertised brand.

24
Q

Two-sided message

A

Includes both negative and positive, or supporting counter arguments.

25
Q

Types of fear-arousing communications:

A
  1. Physical: risk of bodily harm
  2. Social: risk of being socially rejected
  3. Performance: risk that competitive products will not perform as expected
  4. Financial: risk op losing a lot of money / spending to much
  5. Opportunity: the risk of missing an opportunity because of short supply.
26
Q

With fear-arousing communication you try…

A

.. to scarce the consumer into action by referring that your product/service either prevents or reduce the risk.

27
Q

Pre-attentive Analysis and it’s aspects

A

Information acquisition with little cognitive activity.

  1. Implicit memory
  2. Explicit memory
  3. Semantic analysis
  4. Matching activation hypothesis
  5. Hedonic fluency
  6. Perceptual fluency
  7. Conceptual fluency
28
Q

Implicit memory

A

Implicit memory effects occur when the consumer has been exposed to a stimulus previously and involves information processing that is fast.

29
Q

Explicit memory

A

A person’s conscious recollection of facts/events

30
Q

Semantic analysis

A

Analyzing the advertised product, capturing its meaning (what is it? what does it do?)

31
Q

Matching activation hypothesis

A

When one hemisphere is activated by the information that it accomodates. The other hemisphere matches the activity and elaborates on secondary material. Which may result in increased conscious processing.

32
Q

Hedonic fluency

A

the subjective ease with which a stimuli can be perceived and processed. This is based on perceptual fluency and conceptual fluency.

33
Q

Perceptual fluency

A

The ease with which the physical features such as modality, shape or brightness can be processed.

34
Q

Conceptual fluency

A

The ease with which the semantic meaning of an object comes to consumers mind

35
Q

Focal attention and it’s aspects.

A

The process by which information is brought into short term, working memory where it becomes the object of conscious attention.

  1. Salience
  2. Vividness
  3. Novelty
  4. Categorization
  5. Assimilation
36
Q

Salience

A

The extent to which a stimulus is noticeably different from its environment. For example via Humor.

37
Q

Vividness

A

The extent to which a advertisement is:
1. Emotionally interesting
2. Concrete and image-provoking
3. Proximate in a sensory temporal or spatial way
This is dependent on characteristics of the perceiver.

38
Q

Novelty

A

The extent of newness of the information about the products. Can be unfamiliar or disconfirming existing consumer perceptions.

39
Q

Comprehension and it’s aspects

A

The process of forming inferences pertaining to the semantic meaning of the stimulus.

  1. Truth effect
  2. Juxtaposition
40
Q

Truth effect

A

People’s tendency to initially uncritically accept information, even when certain elements are not fully comprehended.

41
Q

Juxtaposition

A

Facilitates certain (sometimes false) inferences like; be cool, buy brand X. There is however no causal relationship.

42
Q

Elaborative reasoning and it’s aspects

A

Is facilitated when consumer involvement is high. It is about thinking; the valance of thinking, the extent of thinking and the object of thinking.

  1. Self-schema
  2. Meta-cognition
  3. Ease of retrieval
  4. Self-validation
43
Q

Self-schema

A

Cognitive generalization about the self that is comprised of a more ore less comprehensive set of traits, values and beliefs that exerts a powerful influence on information processing.

44
Q

Meta-cognition

A

When people reflect on their own inner states, and infer something from that process

45
Q

Ease of retrieval

A

The apparent ease with which products and brand related information can be retrieved from memory. This is a form of hedonic fluency.

46
Q

Self-validation

A

The confidence consumers have in their thoughts and evaluations in response to persuasive messages. Increasing consumer confidence in positive thoughts and high credible sources enhance advertisement effectiveness and vice versa.

Marketing Communication (4 decks)

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