Details Title: Advertising Midterm Description: Ch. 3 Total Flash Cards: 29 Created: 10/15/2008 17:39:50		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Chick-fil-A Brand Positioning Definition *Get ppl to eat chicken>hamburger   Brand Position A. For ppl on the go B. Fast food C. America's best chicken   ***The Premium Alternative to Hamburgers   -Comedy with cows saying eat chicken Term The Communication Model   SMCMR (Source, msg, channel, message, receiver)   Definition Source (S), sender puts message into words/pic (M),   Msg presented through channel of com. (C)   Msg interpreted by receiver (R)   Feedback by receiver response.   Noise= interruptions communication   Clutter= lots of msg all competing for consumer Term Perception Perception Drivers: Selective Perception   Definition Perception: Process we receive info through; five senses   Selective Perception: Consumers are selective with their messages they accept     Term Perception Drivers: Exposure Definition Test perception whether market msg is seen/heard; try to find best way to reach consumer     Term Perception Drivers: Selective Attention Definition Process by which receiver chooses to respond to msg Term Perception Drivers: Interest/Relevance Definition Level of interest=stickiness; how much grab   Relevance= connects to ppl on personal level     Term Perception Drivers: Awareness/Recog.(Recall) Definition Awareness=when ad makes an impression   Recall= ppl remember what ad said Term Subliminal Effects Definition Msg cues given below threshold of perception Term Affective Responses Definition Mirror our feelings about something Term Affective Response Driver: Wants   Definition Wants= driven by emotions, wishes/impulses Term Affective Response Driver: Feelings Definition Emotional Appeals= Ads that arouse feelings Term Affective Response Driver: Liking Definition Two Parts:   1. Liking the brand 2. Liking the ad   Liking= reflects personality of brand/ad's execution Term Affective Response Driver: Resonate Definition Resonance= feeling that msg "rings true"   Res>Like= Res has self-identification skill Term Cognitive Response Driver: Need Definition Need= something we think about based on feelings Term Cognitive Response Driver: Cognitive Learning Definition Cog Learning= Information/explanations lead to understanding     Term Cognitive Response Driver: Differentiation and Recall Definition Differentiation= consumers ability to separate one brand from another   Recall=Recalling ad message/brand/points Term Association Definition Communicating through symbolism Term Association Driver: Brand Linkage Definition How much associations/consumer's interest is connected to the brand Term Association Driver:Symbolism Definition W/ association, brand takes on symoblic meaning; brand stands for certain qualities   Rolex=baller Term Association Driver:Conditioned learning Definition Group of thoughts/feelings become linked to brand through repetition of msg   Social learning= Learning by watching others; learn how to dress by how others dress Term Association Driver: Transformation Definition Product takes on meaning when it is transformed from mere product into specialness Term Persuasion Driver: Motiviation Definition Desire to be someway/something prompts person to act in certain way Term Persuasion Driver: Influence Definition Your own influence vs. others' that may shape you Term Persuasion Driver: Involvement Definition The degree to which you are engaged in seeing an ad and the response as it correlates in making a product decision.   High involvement= makeup over toothpast Term Persuasion Driver: Conviction   Preferrence and intention Definition Consumer convinced bymsg   Preference/Intention:   Intention can be heightened by rewards, i.e. good deals Term Loyalty Definition Brand loyalty--> Customer satisfaction Term Behavioral Driver: Try Definition Trial=Try a product   Risk lessened Term Behavioral Driver: Advocate/refer Definition Satisfied customer refers product to friend Term Behavioral Driver: Prevent Definition Ads prevent against smoking/guns