Quiz #2 (Chapters 4-6)

Question 1

Social Currency

Answer 1

• 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)

Question 2

Triggers

Answer 2

give them a reason to talk
word of mouth
interesting products create buzz
sights, smells, and sounds

Question 3

Emotion

Answer 3

• how it drives us to action

- the power of awe (more effective than sadness)

Question 4

Public

Answer 4

• social influence
• the act of immitation
• making the private public- design ideas portray themselves
• behavioral residue livestrong wristbands

Question 5

Stories

Answer 5

• memorable
• show if something will work
• get people sucked in the drama
• embed yourself/your product into the story
• emotional stores most impactful

Question 6

Practical Value

Answer 6

• pay it forward
• deals, sharing what is useful to others
• psychological
• percentage or $ off/saving

Question 7

In contagious he describes 6 “steps” so it is misleading TF

Answer 7

False; they are not actually steps

Question 8

Targeting

Answer 8

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.

Question 9

How do consumers make brand decisions

Answer 9

the traditional view:
need recognition
information search
evaluation of alternatives
purchase decision
post-purchase evaluation

Question 10

Cultural Influences

Answer 10

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

Question 11

Social Influences

Answer 11

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

Question 12

Psychological influences

Answer 12

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

Question 13

Telemarketing

Answer 13

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

Question 14

The internet and new forms of direct response

Answer 14

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

Question 15

Direct Response

Answer 15

• 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. 


Question 16

Sales Promotion

Answer 16

• 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.

Question 17

What does AIDA stand for?

Answer 17

Attention Interest Desire Action

Question 18

The Mike Slogan Measure

Answer 18

Will it break through?
Will it ring true?
Will somebody out there like you?

Question 19

the 4 I’s

Answer 19

Impact, Identification, Image, Integration

Question 20

The facet model of effects

Answer 20

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

Question 21

Primary Research

Answer 21

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)

Question 22

how the facet model of effects apply to brand communication (look at book)

Answer 22

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.

Question 23

Quantitative Research

Answer 23

Survey research (structured interviews and questionnaires)
Online surveys
Consumer behavior data

Question 24

Quantitative Research

Answer 24

• 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.

Question 25

Qualitative Research

Answer 25

``` Explores underlying reasons for consumer behavior
 Tools include: Focus groups Observation Ethnographic studies In-depth interviews Expert panels Case studies Diaries ```

Question 26

Think/Feel/Do

Answer 26

Think about the message, feel some something about the brand, then do something, such as try it.

Question 27

Key Players in Direct Response

Answer 27

``` marketers agencies adv. agencies direct marketing agencies service firms fulfillment houses ```

Question 28

DRC process

Answer 28

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

Question 29

Strong Theory

Answer 29

advertising can persuade people that have never bought the item to buy it and buy it again

Question 30

Weak Theory

Answer 30

advertising has a limited impact on consumers, used to reinforce existing brands; reinforces brand perceptions

Question 31

Framing Error

Answer 31

making a decision on results from the wrong questions being asked

Question 32

mass communication

Answer 32

one way process with the message moving from sender | to receiver

Question 33

Interactive Communication

Answer 33

- two way dialogue | - were marketing.com is headed

Question 34

Validity

Answer 34

ask the right questions

Question 35

What makes an effective trigger?

Answer 35

the customer remembering the message

Question 36

Uses of research

Answer 36

Marketing info, consumer insight, brand info, media, message development, advertising or IMC plan, evaluation

Question 37

Primary research

Answer 37

Collection of data that does not exist yet

Question 38

Secondary research

Answer 38

already been done background research using published info ex. trade associations, gov associations