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PSY126 > PERSUASION 1: ADVERTISING AND MARKETING > Flashcards

PERSUASION 1: ADVERTISING AND MARKETING Flashcards

1
Q

What is the two-fold goal of marketing?

A
  • Attract new customers

- Keep and grow current customers

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2
Q

What is the American Marketing Association’s definition of marketing?Wh

A

The activity set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

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3
Q

What is the core of the marketing process?

A

Customers

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4
Q

What are customers and target market in relation to marketing?

A

Customers: Consumers who purchase products from a seller

Target market: customers on whom an organisation focuses its marketing efforts

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5
Q

What is crucial in the marketing process?

A

Creating value for customers. For that reason companies must fully understand customers and the marketplace.
Needs: States of felt deprivation
Wants: The form human needs take as they are shaped by culture and personality
Demands: Human wants that are backed by buying power

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6
Q

What is involved in the marketing mix?

A

Product
Price
Distribution
Promotion

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7
Q

What is the expanded marketing mix?

A 
Place
Price
Promotion 
People
Physical evidence 
Processes
Partnerships 
Product
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8
Q

What is the product variable?

A

Good/service/idea/experience or combination of all

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9
Q

What is price variable?

A

The decisions and actions associated with pricing objectives and policies that determine product price

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10
Q

What is the place variable?

A

To satisfy customers products must be available at the right time and in convenient locations.

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11
Q

What is promotion variable?

A

Activities used to inform individuals or groups about the organisation and its products

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12
Q

What is the people variable?

A

Includes people involved with preparing, producing and presenting the product

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13
Q

What is the physical evidence variable?

A

Elements associated with product used to demonstrate the product and what it is.

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14
Q

What is the processes variable?

A

Involves things such as automation or use of self-service technology

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15
Q

What is the partnership variable?

A

Establishing, maintaining and nurturing partnerships throughout the supply chain

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16
Q

What are the 4 major decisions that need to be considered when developing an advertising program?

A
  • Objectives setting (Communication and sales objectives)
  • Budget decisions
    (Affordable, percent of sales, competitive, objective and task)
  • Message decisions
    (Message strategy, message execution)
  • Media decisions
    (Impact & Engagement, major media type, specific media vehicles, media timing)
  • Advertising evaluation
    (Communication, sales and profit impact, return on advertising)
17
Q

What are objectives in relation to advertising decisions?

A
  • Specific communication task with specific target during a specific time
  • based on past decisions about target market, position and marketing mix

Purposes:

  • Inform
  • Persuade
  • Remind
18
Q

What is involved in a budget advertising decision?

A

Total amount of money allocated for advertising for a specific time period

Key factors:

  • Geographical size of market and distribution of buyers
  • Type of product
  • Industry norms regarding advertising frequency
  • Desired position of a company
19
Q

What in involved in the message of advertising decisions?

A
  • Planning of a message and content strategy
    What will be communicated
    Customer benefits that enhance appeal
  • Plan, straightforward outlines of benefits and position points to be stressed
20
Q

In a message of advertising decisions, what is important in advertising appeals?

A
  • Meaningful
  • Believable
  • Distinctive
21
Q

What is important to consider in messages during advertising decisions in relation to message execution and execution style?

A 
Approach
Style
Tone
Words
Format
22
Q

Name some execution styles when determining a message in advertising decisions.

A
  • Lifestyle
  • Fantasy
  • Mood or image
  • Musical
  • Personality symbol
  • Scientific evidence
23
Q

What are the steps in selecting advertising media?

A
  1. Reach, frequency, impact, engagement
  2. Choosing media type
  3. Selecting media vehicles
  4. Choosing media timing
24
Q

During the evaluation stage of advertising decisions, when should advertising effectiveness be assessed?

A

Before campaign
- Pre-test: Consumer panel

During Campaign
- Inquiries

After Campaign
- Post-test recognition test, unaided recall test

25
Q

A good definition of marketing is?

A
  • understanding customers needs wants and demands
  • customer satisfaction
  • sales and advertising
26
Q

Which four variables are central in the traditional marketing mix approach to enhance customer service?

A

Product, price, distribution, promotion

27
Q

Generally, the objective of an advertisement can be to….

A

Remind
Inform
Persuade

28
Q

When can an evaluation of an advertisement be performed?

A

Before, during and after the campaign

PSY126 (11 decks)

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