Marketing 365 Exam 2 – Flashcards
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Consumer Behavior
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process and activities people engage in with relation to products and services to satisfy their needs and desires
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Basic model for consumer decision making
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1. problem recognition 1. motivation 2. information search 2. perception 3. alternative evaluation 3. attitude formation 4. purchase decision 4. integration 5. post purchase decision 5. learning
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Problem Recognition
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Perceive need and get motivated to solve problem. Marketers show new need or want.you didn't have before. Causes a different between consumer's ideal state and actual state.
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Maslow's Hierarchy of Needs
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1. physiological 2. safety 3. social 4. esteem 5. self actualization
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Marketing Research Methods use to Probe Mind of Consumer
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1. in-depth interview 2. Projective techniques 3. association tests 4. focus groups
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Information search
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1. Internal search 2. External search Importance of purchase decision (direct) Effort needed to acquire information (inversely)
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Evoked set
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subset of all the brands of which the consumer is aware
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Functional consequences
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concrete outcomes of product or service usage (how it operates, fast of food, speed)
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psychosocial consequences
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abstract outcomes that are more intangible, subjective, and personal (new car smell makes you feel better about new car)
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Purchase intention
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predisposition to by a certain brand by matching purchase motives with attributes of brands considered
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Environmental Influences on Consumer Behavior
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1. Culture 2. Subcultures 3. Social Class 4. Reference Group 5. Situational determinants
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Communication
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Passing of information or exchange of ideas process of establishing a commonness of thought between a sender and a receiver
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Model of Communication Process
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1. Source/Sender 2. Encoding 3. Channel message 4. Decoding 5. Receiver (Feedback) (noise)
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Forms of Message Encoding
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1. Verbal 2. Graphic 3. Musical 4. Animation
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Viral marketing
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propagating marketing-relevant messages with the help of individual consumer
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Seeding
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identifying and choosing the initial group of consumers who will be used to start spreading the message
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Levels of Audience Aggregation
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1. Mass markets and audiences 2. Market Segments 3. Niche markets 4. Individual and group audiences
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What are the models of the response process (models to influence decoding)
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1. AIDA model 2. Hierarchy of effects model 3. Innovation adoption model 4. information processing model
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Response to Hierarchy Models
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1. Cognitive stage: represents what the receiver knows or perceives about the particular product or brand 2. Affective stage: receiver's feelings or affect level for the particular brand 3. Behavioral stage: refers. to the consumer's action toward the brand
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Social Consumer Decision Journey
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1. Consumer considers purchase 2. Consumer evaluates brand 3. consumer buys product 4. consumer interacts with brand after purchase 5. consumer advocates for brand 6. consumer bonds
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Cognitive Response Categories
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1. Product/Message Thoughts: Counterarguements and support arguments 2. Source-oriented Thoughts: source derogation and source bolstering 3. Ad Execution Thoughts: Thoughts about ad itself and affect attitude toward the ad
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Elaboration Likelihood Model
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Focuses on the way consumers respond to persuasive messages, based on the amount and nature of elaboration or processing of information 1. Central route 2. Peripheral route Function of motivation and ability
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Framework for studying how advertising works
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1. advertising input: message content, media scheduling, repetition 2. Filters: motivation, ability (involvement) 3. Consumer: cognition, affect, experience 4. Consumer behavior: choice, consumption, loyalty, habit, etc.
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Source
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Person involved in communicating a marketing message. 1. Direct source 2. Indirect source
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Source Attributes and Receiver Processing Modes
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1. Credibility -> Internalization 2. Attractiveness -> Identification 3. Power -> Compliance
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Source Credibility
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Source has relevant knowledge, skill, or experience Trust
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Internalization
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Adopting the opinion of a credible communicator and the belief that information from this source is accurate
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Source Attractiveness
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Characteristic that encompasses similarity, familiarity, and like ability
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Identification
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Receiver is motivated to seek some type of relationship with the source: adopt similar beliefs, attitudes, preferences, or behavior
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Risk of using celebrities
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1. the celebrity may overshadow the product being endorsed 2. The celebrity may be overexposed, reducing credibility 3. The target audience may not be receptive to celebrity endorsers 4. The celebrity's behavior may pose a risk to the company
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Factors to choosing a celebrity endorser
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1. match with audience 2. match with product 3. image 4. cost/roi 5. trust 6. risk 7. familiarity 8. likability
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Message Factors
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1. Message Structure 2. Message appeal
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Message Structure
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Refutational appeal: communicator presents both sides of an issue and then refutes the opposing viewpoint
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Message Appeal options
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1. comparative ads: directly or indirectly naming competitors in an ad and comparing one or more attributes 2. fear appeals: evoke an emotional response to a threat and arouse individuals to take steps to remove the threat 3. humor appeals
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Message Structure
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1. Order of presentation: Primary effect and recency effect 2. One-sided message 3. Two-sided message
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Channel Factors
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Personal vs. non personal Self paced ver external paced media qualitative media effect clutter
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Determinants of Creativity
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1. Divergence (ad is different or unusual): originality, flexibility, elaboration, synthesis, and artistic value 2. Relevance (elements in ad are meaningful, useful, or valuable): ad-to-consumer (meaningful to consumer) and brand-to-consumer (personal interest to consumer)
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Young's Model of Creative Process
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1. Immersion 2. Digestion 3. Incubation 4. Illumination 5. Reality or verification
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Wallas' Model of the Creative Process
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1. Preparation 2. Incubation 3. Illumination 4. Verification
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Background Research/ General Preplanning Input
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Gather and organize information on the product, market, and competition Analyze the trends, development, and happenings in the marketplace Gather information through studies conducted by the client Problem detection: ask consumer familiar with product to list all aspects they do not like Psychographic studies: construct detailed lifestyle profiles on consumers Branding research: helps to gain better insight into consumers development more effective campaigns
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Qualitative Research Input
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Provides valuable insight at early stages of creative process (focus groups) Exploratory, less structured, makes sure you are hitting all the dimensions
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Quantitative
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numbers/ structures questions, already know a lot about product
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Ethnographic research
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Observing consumers in their natural environment
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Verification and Revision
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focus groups, message communication studies, portfolio tests and evaluation measures, storyboard
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Storyboard
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series of drawings that present a proposed commercial's visual layout
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Advertising Campaign
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Set of interrelated and coordinated and integrated marketing communications activities that center on a single theme or idea; slogan
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Advertising Campaign Theme
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the central message that will be communicated in all of the various IMC activities: Nike- Just Do It
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Tag Line
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Permanent on product
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Slogan
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Changing; Disney- where dreams come true and I'm going to Disney
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Creative Brief Outline
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1. basic problem or issue the advertising must address 2. advertising and communication objectives 3. Target audience 4. Major selling idea or key benefits to communicate 5. creative strategy statement (campaign theme, appeal, and execution technique to be used) 6. Supporting information and requirements
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Major selling idea
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strongest thing a company can say about its product or service: using unique selling proposition, creating a brand image, finding the inherent frame, and positioning
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Unique Selling proposition
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Benefits, unique (rivals can't do it or have to change), Potent (something strong enough to sell to enough people)
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Creating Brand Image
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strong, memorable identity for a brand; cultural meaning; visuals that convey psychosocial associations and feelings
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Inherent Drama
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add drama to product, so memorable, continue to associate that with product; characteristic of product that makes consumer purchase it
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Positioning
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particular place in consumer's mind; use distinctive attributes
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Advertising appeal
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approach used to attract consumers' attention and/or to influence their feelings toward the product, service, or cause; rational or emotional
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Creative execution style
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manner in which a particular appeal is turned into advertising message message presented to consumer
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Rational appeals
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focus on the consumer's practical, functional, or utilitarian need for product or service Types: competitive advantage appeal, feature appeal, favorable price appeal, news appeal, popularity appeal
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Emotional appeals
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relate to the customers' social and psychological needs for purchasing a product or service
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Transformational ad
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associates the experience of using the advertised brand with a unique set of psychological characteristics. Creates: feelings, meanings, images, beliefs. Makes product use experience: richer, more exciting, warmer, more enjoyable
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Levels of relationship with brands
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1. product benefits 2. personality 3. emotions (considered product benefits and personality as backwards in class)
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Additional types of appeals
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1. reminder advertising 2. teaser advertising 3. user-generated content
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Ad execution techniques
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1. straight sell or factual message 2. scientific/ technical evidence 3. demonstration 4. comparison 5. testimonial 6. slice of life 7. animation 8. personality symbol 9. imagery 10. dramatization 11. humor
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Production stages for TV commercials
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1. preproduction: all work before actual shooting, recording 2. Production: period of filming, taping or recording 3. Postproduction: work after spot is filmed or recorded
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Preproduction tasks
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-select director -choose production company -bidding -cost estimation and timing -production timetable -preproduction meeting
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Production tasks
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-location -timing -talent
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Postproduction tasks
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-editing -processing -sound effects -audio/video mixing -opticals -approvals -duplicating -release/shipping
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Guidelines for evaluating creative output
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-maintain consistency with bran objectives -appropriate for target market -clear and convincing message -keep from overwhelming message -truthful -tasteful
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Media planning
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series of decisions involved in delivering the promotional message to the prospective users of the product or brand
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Media objectives
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objectives formulated to organize a media plan
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Media strategy
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plans of action designed to attain the media objectives
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Medium
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general category of available delivery systems
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Media vehicle
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specific carrier within a medium category
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Coverage
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Potential audience that might receive the message through a vehicle
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Frequency
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number of times the receiver is exposed to the media vehicle in a specific period
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reach
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measure of the number of different audience members exposed at least once to a media vehicle in a given period of time
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Media plan
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combination of media to communicate message: 1. in most effective manner 2. to largest number of potential customers 3. lowest cost
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Index number
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good indicator of potential of market. (percentage of users in demographic segment)/(percentage of population in the same segment)*100. only good for broad target.
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Internal factors influencing media strategies
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-size of budget -managerial and admin capabilities - organization of agency
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External factors influencing media strategies
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-rising cost of media -changes in technology -competitive factors(advertise where they are)
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Indexes
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1. Survey of buying power: metro area relative to US 2. Brand development: geographic area into decision process (market share) 3. Category development index: potential for development of the total product category (market potential)
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Target market coverage
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match most appropriate media to a market
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Rating points
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program rating: measure of potential reach in industry =reach*frequency Target ratings points: number of people in the primary target audience the media buy will reach, and number of times; does not include waste coverage
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Effective reach
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represents the percentage of audience reached at each effective frequency increment
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Recency Planning
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focusing on short interval reach at minimum frequency levels as close to purchase decision as possible
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Absolute cost
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actual total cost required to place the message
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Relative cost
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relationship between price paid for advertising time or space and the size of audience delivered
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Web objectives
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1. create awareness: great for small, start-up business, can break through clutter 2. Interest: news, videos, content marketing 3. Disseminate: new, product expansion, quickest way 4. Image; reflect this 5. Trail: combine with other medias like coupons 6. Buzz: linke to social media 7. Consideration: when successful
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Web 1.0 Advertising
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1. banner ads. 2. sponsorships 3. pop-ups 4.pop-unders 5. Interstitials
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Behavioral targeting
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based on advertisers' target consumers by tracking their webs surfing behaviors
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Retargeting
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ads follow a web user and are displayed on every participating subsequent websites the user visits
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Contextual advertising
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ads are determined by the content on webpage
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Native advertising
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advertising gains attention by providing valuable content in the context of user's experience
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Motivations to use social media
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1. to share ideas, activities, and events 2. community involvement 3. to gain info 4. entertainment 5. remuneration
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Marketers' reasons for using social media
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1. driving traffic to one's site 2. communication with customers 3. gaining brand exposure
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Other 2.0 media forms
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1. augmented reality apps 2. QR codes 3. Near field communication
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Audience measures
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easy to collect data, less expensive, private with surveys (clicks, post-click conversions, cost per click conversion, unique visitors, average frequency, frequency to conversion ratios, advertising exposure time, ad interaction rate, view-though rate, visits, webpage eye tracking, offline sales lift, cross-media models)
