Chapter 15: Part 2 Flashcards
(18 cards)
Appropriate or targeted ad placement is helpful
in increasing online ad performance across various outcomes including click-through rates
Behavioral targeting
involves tracking consumer click patterns on a website and using that information to decide on banner ad placement
Search engine optimization (SEO)
involves techniques designed to ensure that a company’s web pages are “accessible to search engines and focused in ways that help improve the chances that they will be found.”
Market characteristics
include the number of alternatives, price range, store distribution, and information availability
Store distribution
the number, location, and distances between retail stores in the market
Perceived range of prices
among equivalent brands in a product class is a major factor in stimulating external search
Differentiation
feature/quantity variation across brands is associated with increased external search
Information availability
directly related to information use
Positive products
those whose acquisitions result in positive reinforcement
Negative products
those whose primary benefit is negative reinforcement
Shopping orientation
general approaches or patterns of external search
Perceived risk
associated with unsatisfactory product performance, either instrumental or symbolic, increases information search prior to purchase
Two dimensions of information search are particularly appropriate
type of decision influences the level of search and the nature of the evoked set influences the dimension of the search
If brand is purchased normally by the target market,
marketer’s strategy is to keep that behavior
Major product improvement accompanied by
attention-attracting advertising could shift the target market into a more extensive form of decision-making
Marketer will have to place
considerable emphasis on attracting the consumers’ attention because they will not be seeking info on the brand
Independent groups should be encouraged
to test the brand and sales personnel should be provided detailed information on the brand’s attributes
The objective of advertising is
to make the brand part of the evoked set
