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Flashcards in Final Exam Deck (24)
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1

Carefully coordinated messages interact with one another for a more powerful effect

Integrative Marketing Communications

2

According to your textbook, until recently, marketing were ran by single shot approach

True

3

Campaigns

o Can be oriented ideologically
o Can be product oriented
o Can be person oriented

4

Yale 5 Stage Developmental Model

o Identification
o Legitimacy
o Participation
o Penetration
o Distribution

5

This model assumes potential customers must pass through specific stages ending with ultimate purpose?

Hierarchy of Effects

6

Things are on the top of your mind so your more likely to think or act on this topic (positioning model)

Top of mind awareness

7

What a persuader uses when turned down on a request for a significant commitment and then settles for an initial small commitment or engages in rejection-then-retreat

Door in the face model

8

Diffusion of innovation

o How you get your information about something or some product
o Describes how things are adopted
o How new ideas or products

9

How shared meanings begin, develop, continue, and finally motivate us to action

Symbolic convergence theory by Bormann

10

Describe people in quantifiable terms of their shared attributes

Demographics

11

The study of personality, values, opinions, attitudes, interests, and lifestyle

Cycographics

12

Patterns of organizations

o Do not confuse the chronological for the spatial
o Deal with time (chronological)
o Deal with position (spatial)

13

Motivated sequence

o Get attention
o Establish need
o A way to satisfy the need
o Visualize achieving the action
o Take the action

14

Thing “a” causing thing “b”, what type of organization is this?

Causal organization

15

Protection acquisition prevention and relief

Rank’s desire stimulating model

16

Ways to foster credibility

o Trust
o Expertise
o Dynamism

17

Getting the target to respond positively to several parts of the target appeal, withholding the key request until last

Yes-yes model

18

Persuasive tactic of answering a question with a question is useful why?

Puts the ball back in the court of the questioner

19

According to Tony Schwartz, we are most often persuaded by evoked recall as opposed to transportation

True

20

Mashall Mcluen

o The medium is the message
o Have to adapt message to media you are using

21

High fidelity media

Very little effort on your part

22

Low fidelity media

More effort on your part

23

Most useful when the message you want to convey covers several topics or issues

Topical pattern of organization

24

Gender positions

Virginia Slims Commercial