Quiz #2 (Chapters 4-6) Flashcards
Social Currency
- inner remarkability (provoke discussion, emphasize the good, defined as unusual/extraordinary)
- the need to participate
- to get people talking, companies need to mint social currency (give people a way to make themselves look good while promoting their products)
Triggers
give them a reason to talk
word of mouth
interesting products create buzz
sights, smells, and sounds
Emotion
- how it drives us to action
- the power of awe (more effective than sadness)
Public
- social influence
- the act of immitation
- making the private public- design ideas portray themselves
- behavioral residue livestrong wristbands
Stories
- memorable
- show if something will work
- get people sucked in the drama
- embed yourself/your product into the story
- emotional stores most impactful
Practical Value
- pay it forward
- deals, sharing what is useful to others
- psychological
- percentage or $ off/saving
In contagious he describes 6 “steps” so it is misleading TF
False; they are not actually steps
Targeting
with the aptitude to; to do it most efficiently
Three criteria predict who is most likely to buy again:
Recency: they purchased recently
Frequency: they purchase often
Monetary: they spend a lot of money
Profiling
For acquiring new customers, a targeting strategy is to profile current customers and look for potential customers with similar profiles.
How do consumers make brand decisions
the traditional view: need recognition information search evaluation of alternatives purchase decision post-purchase evaluation
Cultural Influences
Norms and Values
Norms: a culture’s boundaries for “proper” behavior
Values: the source of norms which represent underlying belief systems
Core Values; govern people’s attitudes
Social Influences
Social class:
income, wealth, education, occupation, family prestige, value of home, neighborhood
Reference groups:
teachers, religious leaders, political parties, religious groups, ethnic organizations, hobby-based clubs, fellow workers or students
family: most important
people related by blood, marriage, or adoption
a household cons
Psychological influences
Needs and Wants:
Needs are motivated by basic survival instincts
Wants are what we desire
Hierarchy of Needs: SElf-Actualization, Ego needs, belongings, safety, and physiology
Satisfaction- satisfied customers
Dissonance- cognitive dissonance, a conflict between thoughts, creates a state of tension
Motivation- a motive is an internal force that stimulates you to behave in a certain manner
Telemarketing
a form of personal sales but less expensive
inbound calls are initiated by a customer
outbound calls originate from the firm
issues: intrusion, privacy, fraud
The internet and new forms of direct response
combines strengths of direct mail and telemarketing
moves marketers to one-to-one marketing
three types of email campaigns:
Addressable to current customers
Addressable to prospects
Unsolicited and often unwanted, or spam
Direct Response
- Relies on communication sent directly to consumers.
- The response comes directly back to the source.
- Includes a strong focus on market research.
- Designed to elicit an immediate response.
Sales Promotion
- increasing the value of its product or brand by offering an extra incentive to purchase it.
- sales promotion is designed to encourage action.
- Action typically (but not always) comes by convincing people to act by offering incentives.
What does AIDA stand for?
Attention Interest Desire Action
The Mike Slogan Measure
Will it break through?
Will it ring true?
Will somebody out there like you?
the 4 I’s
Impact, Identification, Image, Integration
The facet model of effects
See/Hear: the Perception Facet Feel: the Affective or Emotional Facet Think/understand: the Cognitive Facet Connect: the Association Facet Believe: the Persuasion Facet Act/Do: the Behavior Facet
Primary Research
Information collected for the first time from original sources, such as primary research suppliers. These include: A.C. Neilson Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI)
how the facet model of effects apply to brand communication (look at book)
All of the 6 components works together in brand communication to create a response. An effective message has a diamond like quality that represents how the message work together to create the desired customer response.
Quantitative Research
Survey research (structured interviews and questionnaires)
Online surveys
Consumer behavior data
Quantitative Research
- verbal/behavioral com
- survey research (structured interviews and questionnaires)
- Consumer behavior data
- Delivers numerical data such as: numbers of users and purchases, their attitudes and knowledge, their exposure to ads, other market-related information.
Qualitative Research
Explores underlying reasons for consumer behavior Tools include: Focus groups Observation Ethnographic studies In-depth interviews Expert panels Case studies Diaries
Think/Feel/Do
Think about the message, feel some something about the brand, then do something, such as try it.
Key Players in Direct Response
marketers agencies adv. agencies direct marketing agencies service firms fulfillment houses
DRC process
used to..
provide in-depth product info
drive traffic to a store or website
develop leads for follow-up sales
drive a response
retain or strengthen customer relationships
test offers to predict their effectiveness
Strong Theory
advertising can persuade people that have never bought the item to buy it and buy it again
Weak Theory
advertising has a limited impact on consumers, used to reinforce existing brands; reinforces brand perceptions
Framing Error
making a decision on results from the wrong questions being asked
mass communication
one way process with the message moving from sender
to receiver
Interactive Communication
- two way dialogue
- were marketing.com is headed
Validity
ask the right questions
What makes an effective trigger?
the customer remembering the message
Uses of research
Marketing info, consumer insight, brand info, media, message development, advertising or IMC plan, evaluation
Primary research
Collection of data that does not exist yet
Secondary research
already been done
background research using published info
ex. trade associations, gov associations
