Marketing Strategy Flashcards
What is today’s challenge of marketers?
They are challenged developing advertisements that can be viewed in multiple mediums while being faced with the fact that most consumers tune out of ads.
What is the advertising management process?
It prepares and integrates the communication message in the advertisement.
What are the six steps buyers move through when making a purchase?
- Awareness
- Knowledge
- Liking
- Preference
- Conviction (brand is superior to other brands)
- The actual purchase
What are the six steps buyers move through when making a purchase?
- Awareness
- Knowledge
- Liking
- Preference
- Conviction (brand is superior to other brands)
- The actual purchase
What are the three components regarding attitudes and attitudinal change?
- Cognitive. Mental images, understanding and interpretation of issue.
- Affective. Feelings and emotions regarding issue.
- Conative. Intentions, actions and behaviors.
How do the three components regarding attitudes and attitudinal change help in the selection of the advertisement type?
Cognitive oriented ads: brand awarness and brand knowledge.
Affective-oriented ads: Liking, preference, conviction.
Conative ads: product purchases and buyer actions.
What should be considered regarding the advertisement management framework or also referred to as the hierarchy of effects framework?
It is not always linear, how consumers follow the six steps from knowledge to purchase. Example: impulse purchases.
What does the means-end chain suggest?
Advertisements should contain:
- Message
- Or Means.
Consumer needs to believe that the product helps to achieve personal value.
Product attributes (e.g. calcium in milk), connected to benefit (healthy bones), lead to personal value (wise to use product or comfortable life).
What are some of the personal values related to the means-end chain?
- freedom
- Wisdom
- Excitement
- Security
- Self-fulfillment
Why should we use verbal and visual images in ads?
Benefits:
- easier to be remembered due to dual coding process
- images: left and right side brain
verbal: left side brain
What should advertiser try to achieve?
They should create a visual image, e.g. a radio ad that uses sound and maeks the consumer create a visual image may have a greater effect than viewing and ad!
What is the visual Esperanto?
Visual esperanto means that visual ads are more powerful than text. It creates the same associations in all cultures, text not.
What is the biggest challenge in visual asperanto?
it is to find an image that is appropriate and conveys the message well.
- visuals are adapted often according to culture (in mexico soccer image, in Us baseball image)
- words support image.
What is meant by the threshold effect regarding the hierarchy of effects framework?
It refers to the point where ad programs start to have a great impact on consumer responses.
What should be considered when creating ads ?
Depending on the stage, different objectives are targeted, e.g. if launching a new product category the objective is to create brand awareness. Later the ad objective changes and the ad copy needs to be adapted.
