Quiz 1 (Chapters 1,2,4,5) Flashcards
(117 cards)
What does the new world of advertising mean?
The lines between information, networking, and commercial messages are blurring
Is the communication channel between brands and consumers one-directional?
No, it goes both ways now.
It used to be thought of as one-directional, however, now consumers can interact with brands
consumers’ preferences rarely change (T/F)
False
They are constantly changing
What is making the lines between information, networking, and commercial messaging blur?
Disclosure of advertisements are harder to identify
hard to tell what social media content is sponsored, from the brand, or just from an influencer
What is zero momentum flow?
the process when consumers are in the information search phase
What is the process called when a consumer is in the information search phase?
Zero momentum flow
What is important for companies to do when it comes to the zero momentum flow?
They should be involved in the consuemrs research process, otherwise the companies will struggle
Does the process end when the consumer buys the product?
No
What should companies do after a product is purchased from them?
Make sure the consumer is happy with their purchase, build brand loyalty, and prevent regret from consumers
What is advertising?
Advertising is meant to reach a large mass of people, to attempt to persuade, inform, or remind them
If something isn’t paid for, is it advertising?
No, it must be paid for in order to be considered advertising.
What is the difference between traditional advertising and digital advertising?
You have more control of who sees your ad in digital advertising vs traditional advertising.
What is integrated brand promotion?
tools working together to create a consistent and compelling impression of the brand
Does integrated brand promotion need to be monitored?
Yes it needs to be constantly managed/monitored
Does an integrated brand promotion need to be consistent?
Yes
What can result from advertisements?
Generates awareness and loyalty
Brings people to the store
Creative expression
Communicate with current & potential customers
Drives traffic to the website
What is the difference between an advertisement and and advertising campaign?
Advertisements convey a specific message
Advertising campaigns are a series of advertisements that communicate a message about the brand
What does IBP stand for?
Integrated brand promotion
What is IBP?
allows consumers to quickly identify and evaluate the relevance of brands to their lives
What will happen if a brand doesn’t use IBP?
the brand will be ignored
What helps consumers with their recall?
Exposure to ads
What does the information processing model of advertising illustrate?
models the consumer phycology
Who are members of a trade channel? (Audience categories in IBP)
Retailers, wholesalers, and distributers
Who are professionals? (Audience categories in IBP)
Doctors, lawyers, accountants, teachers, electricians, or other groups with specialized training or certification