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MKT 3390 > Quiz 1 (Chapters 1,2,4,5) > Flashcards

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

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
Q

What is global advertising (audience geography)

A

Marketing that is consistent across countries
Minor changes

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26
Q

What is national advertising (audience geography)

A

Advertising that reaches all geographic areas of one nation

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27
Q

What is international advertising (audience geography)

A

Changes according to the country

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28
Q

What is regional advertising (audience geography)

A

producers, wholesalers, distributers, and retailers concentrate their efforts in a particular geographic region
Not conducted on a national scale

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29
Q

What is local advertising (audience geography)

A

directed at an audience in a single trading area

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30
Q

What is cooperative (co-op) advertising (audience geography)

A

Sharing of advertising expenses between national companies and local merchants

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31
Q

What is the definition of target audience?

A

Selected by their potential to like the product or service being offered, but they are not guaranteed

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32
Q

What is primary demand stimulation?

A

Using advertising to create demand for a product category in general

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33
Q

What is an example of primary demand stimulation?

A

Got milk, promotes the industry rather than the brand itself.

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34
Q

What is selective demand stimulation?

A

Advertising for a specific brand within a product category
Ex: Apple promoting THEIR phone

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35
Q

What has become the most significant form of consumer control of information creation and communication?

A

Social media

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36
Q

What allows those with common interests to interact?

A

Blogs

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37
Q

What are ways you can listen to your customers?

A

Run focus groups
Tune into blogs, discussion forms, and other areas on the internet where you are being discussed

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38
Q

What is moment marketing?

A

creating material or campaigns that are relevant to a specific holiday or social media trend

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39
Q

What is nostalgia marketing?

A

associating a product, service or brand with memories from the past to establish an emotional bond

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40
Q

What are trade resellers?

A

buy products and resell them to customers

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41
Q

Who are the largest users of advertising and promotion?

A

Manufacturers and service firms

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42
Q

What is an advertising agency?

A

A business dedicated to creating, planning, and handling advertisements for clients

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43
Q

What are full-service marketing agencies?

A

Includes an array of advertising professionals to meet ALL the promotional needs

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44
Q

What are creative boutiques?

A

Emphasizes creative concept development, copyrighting, and artistic services to clients

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45
Q

What are digital/interactive agencies?

A

Focus on using online, mobile, and social media for direct marketing and target market communications

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46
Q

What are in-house agencies?

A

the advertising department within a firm

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47
Q

What are media specialists?

A

Buy media time and space and offer media strategy consulting to advertising agencies and advertisers

48
Q

What are promotion agencies?

A

specialized agencies that handle promotional efforts
They handle everything from sampling to event promotions to retail promotional tie-ins

49
Q

What are the two types of promotion agencies?

A

Direct marketing and database agencies

50
Q

What do direct marketing and database agencies have?

A

they maintain and manage large databases of mailing lists

51
Q

What are fulfillment centers?

A

They ensure customers receive products via direct mail or e-commerce

52
Q

What are sales promotion (Agencies)

A

Agencies that design and then operate contests or coupon campaigns for advertisers

53
Q

What are event planning agencies?

A

They organize locations, secure dates, and put together a team of people to pull off a promotional event

54
Q

What are designers?

A

they create the visual impression of a firm’s advertising materials (local designers too)

55
Q

What are public relations firms?

A

They manage relationships

56
Q

What is a markup charge (the ways agencies get paid)

A

Production cost + fixed %
Also called cost-plus

57
Q

What is a fee system (the ways agencies get paid)

A

hourly rates, or by project

58
Q

What are pay-for-results?

A

fee based on the achievement of agreed on results
Specified objectives (awareness, brand identification…)

59
Q

What are examples of broadcast media organizations?

A

TV, radio

60
Q

What are examples of print media organizations?

A

magazines, direct mail, newspapers, banners

61
Q

What are examples of interactive media organizations?

A

Internet, interactive broadcast, social media, and mobile media

62
Q

What are examples of media conglomerates?

A

AT&T, Comcast, Walt Disney Co

63
Q

What are examples of support media?

A

billboards, directories, premiums, point of purchase displays, brand placements, event sponsorships

64
Q

What are the three stages of the purchase process?

A

Pre-purchase
Purchase
Post-purchase

65
Q

What is the difference between a want and a need?

A

A need is a basic requirement, a want is a specific thing
I need a car, i want a mercedes

66
Q

What are latent needs?

A

Emerging needs

67
Q

What happens in the pre-purchase phase?

A

Identify want/need
Search for possible solutions (ask friends, research online)
Build consideration set

68
Q

What happens in the purchase phase?

A

Narrow consideration set
Decide on a retail channel

69
Q

What happens in the post-purchase phase?

A

customer satisfaction
Likelihood to repeat
Generate word of mouth

70
Q

What is cognitive dissonance?

A

People regret their purchases

71
Q

What is a consideration set? (pre-purchase phase)

A

all of the brands / products a consumer is considering as candidates for purchase

72
Q

What are the two stages in cognitive decision making?

A

Stage 1: determine consideration set
Stage 2: compare brands in detail

73
Q

What method is used in stage 1 of cognitive decision making (determine consideration set)

A

Non-compensatory method

74
Q

What is non-compensatory method?

A

if a brand doesn’t have important attributes, its removed from consideration

75
Q

What method is used in stage 2 of cognitive decision making (compare brands in detail)

A

Compensatory model

76
Q

What is compensatory model?

A

One excellent attribute can compensate for a poor attribute
Cost / benefit

77
Q

What is affect?

A

moods, emotions

78
Q

What can a customers level of satisfaction affect?

A

How likely they are to repeat purchases
Negative or positive word of mouth
Product returns

79
Q

What is affective decision-making?

A

Decisions that are driven by emotions, rationality and reason take a back seat

80
Q

What are convenience purchases?

A

low involvement
frequently consumed goods
Low price
consumers don’t spend much time thinking or planning the purchase

81
Q

What are shopping purchases?

A

medium involvement
not as frequently purchased
Consumers spend time and effort prior to purchase

82
Q

What are specialty purchases?

A

high involvement
occasional purchases
often expensive
consumers put a lot of effort into the purchase

83
Q

What type of consumer purchase is low involvement?

A

Convenience purchase

84
Q

What type of consumer purchase is high involvement?

A

Specialty purchase

85
Q

What type of consumer purchase is medium involvement?

A

shopping purchases

86
Q

What are attitudes?

A

They are learned tendencies to behave in a consistently favourable or unfavourable way with respect to a given object

87
Q

Are attitudes observable?

A

No they are typically NOT observable

88
Q

What are the components in the attitude component (tri component) model?

A

Cognitive component
Affective component
Behavioral/conative component

89
Q

What is the cognitive component of the tri component model?

A

it is a mix of beliefs and important weights

90
Q

What is the affective component of the tri-component model?

A

The emotions or feelings about a marketing offering

91
Q

What is the behavioral/conative component of the tri-component model?

A

Behavioral intentions towards offering

92
Q

How would you influence consumers attitude at the cognitive level?

A

Offer information

93
Q

How would you influence consumers’ attitudes at the affective level?

A

offer emotionally toned messages

94
Q

How would you influence consumers’ attitudes at the behavioral level?

A

Offer incentives (samples, coupons, rebates)

95
Q

What is word of mouth?

A

the personal words and recommendations of trusted friends, acquaintances, and other consumers

96
Q

What affects a brand’s sales more, positive or negative word of mouth?

A

Negative word of mouth has a bigger impact than positive word of mouth

97
Q

What does most fundamental ethical issues have to do with?

A

Deception - making false or misleading statements in an advertisement

98
Q

What is puffery?

A

Exaggerated or false statements

99
Q

Is puffery legal (allowed)?

A

It is allowed because it is understood to be exaggerated

100
Q

What is small print in advertisements?

A

it accompanies contests that are often challenged by consumers.
This writing is often challenging for being so small and hard to read.

101
Q

What are some concerns for advertising to children?

A

promotes superficiality
creates materialistic values
influences demands for everything

102
Q

What is pester power?

A

the strong persuasive influence kids can have on adults purchases (even when they have no money)

103
Q

What are the arguments against the concerns for advertising for kids?

A

Some claim that children understand what advertising is, have healthy skepticism for advertising, and recognize its intent

104
Q

What is vertical cooperative advertising?

A

when the wholesaler and retailer share advertising expenses

105
Q

What is comparison advertisements?

A

When you present a comparison between your brand and a competitors

106
Q

What is behavioral targeting?

A

when content providers sell online behavior patters to advertisers

107
Q

What is geofencing?

A

smartphones give your location so that you can get promoted deals within the geographic region

108
Q

What is spam?

A

Unsolicited commercial messages sent through email

109
Q

What is phishing?

A

Uses spam messages to get personal information

110
Q

What are click frauds?

A

they occur when companies who pay by the click for digital advertising

111
Q

What are some things that would violate contests or sweepstakes?

A

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
Q

What is defamation?

A

damaging a persons reputation through incorrect information

113
Q

What is slander?

A

Slander is oral defamation

114
Q

What is libel?

A

Defamation that occurs in print

115
Q

What is it called if someone used defamation in print?

A

Libel

116
Q

What is it called if someone says something defamatory to you?

A

slander

117
Q
A

MKT 3390 (4 decks)

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