Quiz 1 (Chapters 1,2,4,5) Flashcards

(117 cards)

1
Q

What does the new world of advertising mean?

A

The lines between information, networking, and commercial messages are blurring

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2
Q

Is the communication channel between brands and consumers one-directional?

A

No, it goes both ways now.
It used to be thought of as one-directional, however, now consumers can interact with brands

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3
Q

consumers’ preferences rarely change (T/F)

A

False
They are constantly changing

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4
Q

What is making the lines between information, networking, and commercial messaging blur?

A

Disclosure of advertisements are harder to identify
hard to tell what social media content is sponsored, from the brand, or just from an influencer

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5
Q

What is zero momentum flow?

A

the process when consumers are in the information search phase

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6
Q

What is the process called when a consumer is in the information search phase?

A

Zero momentum flow

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7
Q

What is important for companies to do when it comes to the zero momentum flow?

A

They should be involved in the consuemrs research process, otherwise the companies will struggle

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8
Q

Does the process end when the consumer buys the product?

A

No

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9
Q

What should companies do after a product is purchased from them?

A

Make sure the consumer is happy with their purchase, build brand loyalty, and prevent regret from consumers

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10
Q

What is advertising?

A

Advertising is meant to reach a large mass of people, to attempt to persuade, inform, or remind them

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11
Q

If something isn’t paid for, is it advertising?

A

No, it must be paid for in order to be considered advertising.

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12
Q

What is the difference between traditional advertising and digital advertising?

A

You have more control of who sees your ad in digital advertising vs traditional advertising.

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13
Q

What is integrated brand promotion?

A

tools working together to create a consistent and compelling impression of the brand

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14
Q

Does integrated brand promotion need to be monitored?

A

Yes it needs to be constantly managed/monitored

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15
Q

Does an integrated brand promotion need to be consistent?

A

Yes

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16
Q

What can result from advertisements?

A

Generates awareness and loyalty
Brings people to the store
Creative expression
Communicate with current & potential customers
Drives traffic to the website

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17
Q

What is the difference between an advertisement and and advertising campaign?

A

Advertisements convey a specific message
Advertising campaigns are a series of advertisements that communicate a message about the brand

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18
Q

What does IBP stand for?

A

Integrated brand promotion

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19
Q

What is IBP?

A

allows consumers to quickly identify and evaluate the relevance of brands to their lives

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20
Q

What will happen if a brand doesn’t use IBP?

A

the brand will be ignored

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21
Q

What helps consumers with their recall?

A

Exposure to ads

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22
Q

What does the information processing model of advertising illustrate?

A

models the consumer phycology

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23
Q

Who are members of a trade channel? (Audience categories in IBP)

A

Retailers, wholesalers, and distributers

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24
Q

Who are professionals? (Audience categories in IBP)

A

Doctors, lawyers, accountants, teachers, electricians, or other groups with specialized training or certification

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25
What is global advertising (audience geography)
Marketing that is consistent across countries Minor changes
26
What is national advertising (audience geography)
Advertising that reaches all geographic areas of one nation
27
What is international advertising (audience geography)
Changes according to the country
28
What is regional advertising (audience geography)
producers, wholesalers, distributers, and retailers concentrate their efforts in a particular geographic region Not conducted on a national scale
29
What is local advertising (audience geography)
directed at an audience in a single trading area
30
What is cooperative (co-op) advertising (audience geography)
Sharing of advertising expenses between national companies and local merchants
31
What is the definition of target audience?
Selected by their potential to like the product or service being offered, but they are not guaranteed
32
What is primary demand stimulation?
Using advertising to create demand for a product category in general
33
What is an example of primary demand stimulation?
Got milk, promotes the industry rather than the brand itself.
34
What is selective demand stimulation?
Advertising for a specific brand within a product category Ex: Apple promoting THEIR phone
35
What has become the most significant form of consumer control of information creation and communication?
Social media
36
What allows those with common interests to interact?
Blogs
37
What are ways you can listen to your customers?
Run focus groups Tune into blogs, discussion forms, and other areas on the internet where you are being discussed
38
What is moment marketing?
creating material or campaigns that are relevant to a specific holiday or social media trend
39
What is nostalgia marketing?
associating a product, service or brand with memories from the past to establish an emotional bond
40
What are trade resellers?
buy products and resell them to customers
41
Who are the largest users of advertising and promotion?
Manufacturers and service firms
42
What is an advertising agency?
A business dedicated to creating, planning, and handling advertisements for clients
43
What are full-service marketing agencies?
Includes an array of advertising professionals to meet ALL the promotional needs
44
What are creative boutiques?
Emphasizes creative concept development, copyrighting, and artistic services to clients
45
What are digital/interactive agencies?
Focus on using online, mobile, and social media for direct marketing and target market communications
46
What are in-house agencies?
the advertising department within a firm
47
What are media specialists?
Buy media time and space and offer media strategy consulting to advertising agencies and advertisers
48
What are promotion agencies?
specialized agencies that handle promotional efforts They handle everything from sampling to event promotions to retail promotional tie-ins
49
What are the two types of promotion agencies?
Direct marketing and database agencies
50
What do direct marketing and database agencies have?
they maintain and manage large databases of mailing lists
51
What are fulfillment centers?
They ensure customers receive products via direct mail or e-commerce
52
What are sales promotion (Agencies)
Agencies that design and then operate contests or coupon campaigns for advertisers
53
What are event planning agencies?
They organize locations, secure dates, and put together a team of people to pull off a promotional event
54
What are designers?
they create the visual impression of a firm's advertising materials (local designers too)
55
What are public relations firms?
They manage relationships
56
What is a markup charge (the ways agencies get paid)
Production cost + fixed % Also called cost-plus
57
What is a fee system (the ways agencies get paid)
hourly rates, or by project
58
What are pay-for-results?
fee based on the achievement of agreed on results Specified objectives (awareness, brand identification...)
59
What are examples of broadcast media organizations?
TV, radio
60
What are examples of print media organizations?
magazines, direct mail, newspapers, banners
61
What are examples of interactive media organizations?
Internet, interactive broadcast, social media, and mobile media
62
What are examples of media conglomerates?
AT&T, Comcast, Walt Disney Co
63
What are examples of support media?
billboards, directories, premiums, point of purchase displays, brand placements, event sponsorships
64
What are the three stages of the purchase process?
Pre-purchase Purchase Post-purchase
65
What is the difference between a want and a need?
A need is a basic requirement, a want is a specific thing I need a car, i want a mercedes
66
What are latent needs?
Emerging needs
67
What happens in the pre-purchase phase?
Identify want/need Search for possible solutions (ask friends, research online) Build consideration set
68
What happens in the purchase phase?
Narrow consideration set Decide on a retail channel
69
What happens in the post-purchase phase?
customer satisfaction Likelihood to repeat Generate word of mouth
70
What is cognitive dissonance?
People regret their purchases
71
What is a consideration set? (pre-purchase phase)
all of the brands / products a consumer is considering as candidates for purchase
72
What are the two stages in cognitive decision making?
Stage 1: determine consideration set Stage 2: compare brands in detail
73
What method is used in stage 1 of cognitive decision making (determine consideration set)
Non-compensatory method
74
What is non-compensatory method?
if a brand doesn't have important attributes, its removed from consideration
75
What method is used in stage 2 of cognitive decision making (compare brands in detail)
Compensatory model
76
What is compensatory model?
One excellent attribute can compensate for a poor attribute Cost / benefit
77
What is affect?
moods, emotions
78
What can a customers level of satisfaction affect?
How likely they are to repeat purchases Negative or positive word of mouth Product returns
79
What is affective decision-making?
Decisions that are driven by emotions, rationality and reason take a back seat
80
What are convenience purchases?
low involvement frequently consumed goods Low price consumers don't spend much time thinking or planning the purchase
81
What are shopping purchases?
medium involvement not as frequently purchased Consumers spend time and effort prior to purchase
82
What are specialty purchases?
high involvement occasional purchases often expensive consumers put a lot of effort into the purchase
83
What type of consumer purchase is low involvement?
Convenience purchase
84
What type of consumer purchase is high involvement?
Specialty purchase
85
What type of consumer purchase is medium involvement?
shopping purchases
86
What are attitudes?
They are learned tendencies to behave in a consistently favourable or unfavourable way with respect to a given object
87
Are attitudes observable?
No they are typically NOT observable
88
What are the components in the attitude component (tri component) model?
Cognitive component Affective component Behavioral/conative component
89
What is the cognitive component of the tri component model?
it is a mix of beliefs and important weights
90
What is the affective component of the tri-component model?
The emotions or feelings about a marketing offering
91
What is the behavioral/conative component of the tri-component model?
Behavioral intentions towards offering
92
How would you influence consumers attitude at the cognitive level?
Offer information
93
How would you influence consumers' attitudes at the affective level?
offer emotionally toned messages
94
How would you influence consumers' attitudes at the behavioral level?
Offer incentives (samples, coupons, rebates)
95
What is word of mouth?
the personal words and recommendations of trusted friends, acquaintances, and other consumers
96
What affects a brand's sales more, positive or negative word of mouth?
Negative word of mouth has a bigger impact than positive word of mouth
97
What does most fundamental ethical issues have to do with?
Deception - making false or misleading statements in an advertisement
98
What is puffery?
Exaggerated or false statements
99
Is puffery legal (allowed)?
It is allowed because it is understood to be exaggerated
100
What is small print in advertisements?
it accompanies contests that are often challenged by consumers. This writing is often challenging for being so small and hard to read.
101
What are some concerns for advertising to children?
promotes superficiality creates materialistic values influences demands for everything
102
What is pester power?
the strong persuasive influence kids can have on adults purchases (even when they have no money)
103
What are the arguments against the concerns for advertising for kids?
Some claim that children understand what advertising is, have healthy skepticism for advertising, and recognize its intent
104
What is vertical cooperative advertising?
when the wholesaler and retailer share advertising expenses
105
What is comparison advertisements?
When you present a comparison between your brand and a competitors
106
What is behavioral targeting?
when content providers sell online behavior patters to advertisers
107
What is geofencing?
smartphones give your location so that you can get promoted deals within the geographic region
108
What is spam?
Unsolicited commercial messages sent through email
109
What is phishing?
Uses spam messages to get personal information
110
What are click frauds?
they occur when companies who pay by the click for digital advertising
111
What are some things that would violate contests or sweepstakes?
misrepresent the value of the prize fail to disclose the conditions necessary to win fail to disclose the conditions necessary to obtain the prize fail to ensure that a contest or sweepstakes is not classified as a lottery
112
What is defamation?
damaging a persons reputation through incorrect information
113
What is slander?
Slander is oral defamation
114
What is libel?
Defamation that occurs in print
115
What is it called if someone used defamation in print?
Libel
116
What is it called if someone says something defamatory to you?
slander
117