Consumers Use of ADV/PR

Question 1

brand advertising

Answer 1

create liking or preference

Question 2

direct response advertising

Answer 2

immediate

Question 3

marketers own experience

Answer 3

only way to understand what consumers wanted

Question 4

psychological theories

Answer 4

look at the way people behaved and why they did those thinga

Question 5

explanation of behavior

Answer 5

why consumers do things and what they are thinking

Question 6

attrubution modeling

Answer 6

predict human behavior

Question 7

high involvement

Answer 7

what college to go to

Question 8

low involvement

Answer 8

whats for dinner, or what toothpaste to buy

Question 9

decision process of a consumer

Answer 9

problem recognition, search internal/external, alternative evaluation, choice, outcomes

Question 10

problem recognition

Answer 10

when did you realize you had to solve this problem

Question 11

search internal/external

Answer 11

prior knowledge and experience/ hear an ad, google something, ask a friend

Question 12

consideation set

Answer 12

what you would consider eating for dinner

Question 13

evaluative criteria

Answer 13

whats most important to you

Question 14

cultural influences

Answer 14

mainstream - collective values and beliefs of society.. Sub - distinctive lifestyles/values

Question 15

social rank and class

Answer 15

prestige - income, job, association, influence, parents are determinants

Question 16

interpersonal influences

Answer 16

FAMILY, friends/role models - product advice. Opinion leaders (experts)

Question 17

two step flow theory

Answer 17

mass media to leaders to consumers

Question 18

individual influences

Answer 18

demographics - divide “mass” market up, gender makes a difference,

Question 19

psychological influences

Answer 19

perception is reality, memory, learning, attitude, motivation, perception is different for each consumer

Question 20

subliminal perception

Answer 20

you see it but you are not aware you see it - what you see is what you get

Question 21

James Vicary

Answer 21

eat popcorn drink coke

Question 22

Vance Packard

Answer 22

hidden persuasions

Question 23

Wilson Brian Key

Answer 23

subliminal seduction

Question 24

individual influences

Answer 24

memory and learning and attitudes - retention of new info and aquire new behaviors

Question 25

attitudes

Answer 25

inclination to evaluate product in certain way, resistant to change

Question 26

3 components of attitude

Answer 26

cognitive - think, big raise WOW; affetuve - feel, I don?t like him hes an aggie; action tendency - doing, might influence vote bc of raise

Question 27

marketers influence consumers by

Answer 27

reinforce brand habits,increase retention of message, reinforce buying, brand loyalty (preference)

Question 28

one way communication

Answer 28

seen, stored, recalled

Question 29

buying motives

Answer 29

achuevement, independent, exhibition, recognition, dominance, affiliation, nurturance, sexuality, stimulation, saving money

Question 30

how consmers process brand image advertising

Answer 30

media exposure, selective attention, attitude connection, retention, action

Question 31

media exposure

Answer 31

consumer gets the chance to perceive the ad

Question 32

selective attention

Answer 32

hopefully pay attention because our brain filters whats not important (perceptual screening)

Question 33

selective attention - one image

Answer 33

repeatedly showing one image

Question 34

selective attention - visual hook

Answer 34

no sound, draws attention

Question 35

attitude connection - central route

Answer 35

can be modified by persuasion of new product information

Question 36

attitude connection -peripheral route

Answer 36

modified by attitude toward ad itself, whther its viewed as credible or likeable - experise, trustworthiness

Question 37

retention

Answer 37

REPITITION, short term to long term memory

Question 38

response behavior; choice

Answer 38

information, preference, action, outcomes

Question 39

marketing research

Answer 39

identify markets

Question 40

consumer research

Answer 40

understand consumers

Question 41

media research

Answer 41

find most effective media messages and budget levels

Question 42

secondary research

Answer 42

find out what is already known - database sources

Question 43

primary research

Answer 43

custom research to suit needs of a certain market

Question 44

quantitative research

Answer 44

brand advertisers are heavy users of this; surveys, single source scanner data, experimental market tests

Question 45

qualitative research

Answer 45

used to help form understanding; find out how people relate, new package design, creative treatment - focus groups, one on one interviews, observations -- creative and relationships