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Exam 1
Chapters 1-5
94
Advertising
Undergraduate 3
09/23/2014

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Term
Consumer behavior
Definition
how consumers display searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs
Term
Personal consumer
Business to consumer
Definition
individual who buys goods and services for their own use, for household use, for the use of a family member or friend
Term
Organizational consumer
Business to business
Definition
A business, government agency that buys the goods, services or equipment necessary for the organization to function
Term
product orientation
Definition
characterized by the gearing up of manufacturing skills. Companies focused on production capabilities. Consumer demands exceeds supply
Term
Sales orientation
Definition
focus on selling. supply exceeds customer demand
More push to get rid of products.
Term
marketing concept
Definition
determine the needs and wants of specific target markets. deliver satisfaction better than competition
Term
societal marketing concept
Definition
considers consumer's long run best interest. Good corporate citizenship. also a concern for overall society
Term
Consumer research
Definition
the process and tools used to study consumer behavior
Term
segmentation
Definition
process of dividing the market into subsets of consumers with common needs or characteristics
Term
market targeting
Definition
the selection of one or more of the segments identified to pursue (segmentation, consumer research, positioning)
Term
positioning
Definition
developing a distinct image in the mind of the consumer. It should communicate the benefits of the product and have a unique selling proposition
Term
the marketing mix
Definition
product, place, price, promotion
Term
successful relationships
Definition
customer value
satisfaction
trust
retention
Term
customer value
Definition
The ratio between the customer's perceived benefits and the resources used to obtain those benefits. perceived value is relative and subjective, we see value when we pay less and obtain more, every brand needs to communicate the value of customers shopping with them
Term
customer satisfaction
Definition
individuals perception of the performance of the product or service in relation to their expectations. customer groups based on loyalty include loyalists, apostles, defectors, terrorists
Term
customer retention
Definition
objective of providing value is to retain highly satisfied customers. loyal customers are key because they buy more, less price sensitive, cheaper, spread positive word of mouth
Term
customer trust
Definition
establishing and maintaining trust is essential. trust is the foundation for a long-standing relationship with customers
Term
the traditional marketing concept
Definition
make only what you can sell instead of trying to sell what you make. Research consumer needs and characteristics, focus on the need it satisfies
Term
values and retention focused marketing
Definition
use technology that enables customers to customize what you make focus on products perceived value ex)lays customizable chips
Term
marketers
Definition
more products and services through customization, instantaneous exchanges, collect and analyze data
Term
consumers
Definition
power, information, computers
Term
Depth interview
*Qualitative research
Definition
lengthy interview, 20-60 min, one-on-one, semi structured, recorded in case something was forgotten ex)give me an example of...
Term
Focus group
*Qualitative research
Definition
8-10 participants, screener questionnaire, lasts about 2 hours, always taped or video taped, held in front of two way mirrors, online focus groups are growing
Term
Research objectives
Definition
define purposes and objectives to get an appropriate research design. A written statement of objectives helps to define the type and level of information needed
Term
Quantitative research
Definition
observation, experiments, survey questionnaires. Usually involves numbers.
Term
observational
*quantitative
Definition
helps researchers get a better understanding of what the product symbolizes
Term
mechanical observation
Definition
involves any technological recording device ex)camera at a bank
Term
experimentation
*quantitative
Definition
researcher does something to influence the consumer and they record the response of the consumer. Only manipulate one variable at a time for a controlled experiment ex)raising the price at the store
Term
test markets
Definition
conducted on a single market area
Term
Word associations
*Projective exercises
Definition
researchers asks respondent to react to each word one at a time by writing one word and then explaining the link
Term
Sentence completion
*Projective exercises
Definition
researcher has a series of incomplete sentences that the respondent needs to complete with a word or phrase
Term
Photo/visual for story telling
*Projective exercises
Definition
series of photos, brands, or ads to serve as stimuli. The respondents have to tell a story about each photo
Term
role playing
Definition
participants are given a situation and have to act out the role in regard to a product or brand
Term
validity
Definition
collects the appropriate data for the study (tests what its supposed to test) ex) asking a class a question. The rest of the campus may not have the same opinion because of varying majors.
Term
reliability
Definition
the same questions asked of a similar sample produce the same findings ex) Asking sections of the same class a question should result in the same answers
Term
Likert scales
Definition
asked to agree or disagree with a statement. easy to prepare and interpret, simple for customers ex)SIRS surveys
Term
semantic differential scales
Definition
includes bipolar adjectives . relatively easy to construct and administer. ex)Unattractive to attractive
Term
behavior intention scales
Definition
measures likelihood consumers will act a certain way. easy to construct and administer. ex)How likely are you to...? 1Not ---- 5Very
Term
rank order scales
Definition
items ranked in order of preference in terms of some criteria- always include an 'other' ex)price, amount, ingredients, brands, etc
Term
customer satisfaction measurement
Definition
Customer satisfaction surveys ex)comment cards, analysis of expectations vs. experience, mystery shoppers, customer complaint analysis
Term
sampling
Definition
a subset of the population used to estimate characteristics of the entire population. Who to survey, how many to survey, how to select them.
Term
Why segmentation is necessary
Definition
consumer needs differ
differentiation helps products compete
ex)iphone can target teens by text feature and adults by email features
helps identify media
ex)older people look in newspapers, younger people use the internet
Term
positioning
Definition
value proposition expressed through promotion where you state your product to deliver specific benefits ex)walmart is cheap and target offers something a little nicer
ex) starbucks vs. mccafe
Term
Criteria for effective targeting
Definition
identifiable, sizable, stable, accessible, congruent with company's resources
Term
Demographic segmentation
Definition
age, gender, marital status, family life cycle, income, occupation, education ex)Hotel ads may showcase families or a couples getaway
Term
Geodemographic segmentation
Definition
people who live close to another are similar ex)zipcode- prefer MSU over UM. This is a fast/efficient way to make an assessment
Term
personality traits
Definition
people often do not identify these traits because they are guarded or not consciously recognized. OCEAN
Term
Consumer innovators
Definition
customers who are very happy to try something, very open minded, perceive less risk
Term
Lifestyles
Definition
Psychographics. Includes activities, interests and opinions. they explain buyer's purchase decisions and choices. ex)could easily advertise luggage if you know the market travels on planes a lot but it wouldn't be effective if your audience was hikers
Term
sociocultural values and beliefs
Definition
sociological=group. includes segments based on cultural values ex)Americans value being successful
sub-cultural membership ex)value certain ways of dressing because you like skateboarding
cross-cultural affiliations ex)identify as other but consume the culture you live in
Term
consumption
Definition
specific segmentation bases
usage rates ex)buying toilet paper for 1 person vs. 5-jumbo pack for families
usage situation ex)resealable package for the office or home
benefit segmentation ex)iphone texting vs. emails
perceived brand loyalty ex)give rewards to highly loyal camel cigarettes
Brand relationship ex)people might only buy because it's convenient so you showcase that to get them brand loyal
Term
Dentyne Ad vs. Nicorette Ad
Definition
Dentyne shows the social aspects to teens and Nicorette shows the dual features to smokers
Term
implementing segmentation strategies
Definition
concentrated marketing-one segment
differentiated-several segments with individual marketing mixes
Term
anthropological
Definition
cultural
Term
motivation
Definition
the driving force within individuals that implels them to action. unfulfilled needs.
Term
needs
Definition
the essence of the marketing concept. marketers do not create needs but can make customers aware of needs. ex)you think your hair looks good but marketers show it can look better so you need other products
Term
innate needs
Definition
physiological needs that are considered primary needs or motives
Term
acquired needs
Definition
learned in response to our culture or environment. secondary and psychological
Term
positive motivation
Definition
a driving force toward some object, approach goal, a positive goal toward which behavior is directed
Term
negative motivation
Definition
drive us away from some object ex)Eating salad because you're driven away from alternatives
avoidance goal, a negative goal from which behavior is directed away
Term
dynamics of motivation
Definition
needs are never fully satisfied
new needs emerge as old needs are satisfied
people who achieve their goals set new and higher goals for themselves
ex)cars
Term
substitute goals
Definition
ways to cope with frustration
consumer cannot attain a specific goal they anticipate will satisfy a need
may replace the primary goal over time
ex)want to join a gym
Term
defense mechanisms
Definition
aggression
rationalization(goal isn't worth pursuing)
regression (acting childish)
withdrawal
Term
criticisms of Maslows hierarchy of needs
Definition
There are people who have met the needs out of order ex) homeless person with friends
Term
Brand personality
Definition
we form relationships with brands ex)taco bell's persona is a lazy guy, in sloppy clothes
Term
The nature of personality
Definition
personality reflects individual differences
consistent and enduring
can change
Term
Freudian Theory
Definition
unconscious needs or drives are at the heart of human motivation
Term
neo-freudian theory
Definition
social relationships are fundamental to the formation and development of personality
Term
trait theory
Definition
quantitative approach to personality as a set of psychological traits. Focus on measurements of personality. Personality is linked to broad product categories and not specific brands ex)extraverts will be more drawn to new technology
Term
ID
Definition
instinctual needs for immediate satisfaction. What you want
Term
super ego
Definition
society's morals and code of conduct. What they want
Term
Ego
Definition
conscious control creates BALANCE. What you do to compromise
Term
trait
Definition
any distinguishing, relatively enduring way in which one individual differs from another
Term
soup traits
Definition
we can creatively appeal traits of people to the soups ex)Tomato soup is a pet lover and like reading
Term
inner directedness
Definition
rely on own values when evaluating products ex)confidence in trying new products. These people like being alone and are innovators.
Term
other directedness
Definition
look to others, less likely to be innovators, like ads with social group affiliations. ex)want to see how other people feel before making a purchase
Term
need for uniqueness
Definition
consumers who avoid conforming to expectations or standards of others ex)friend not wanting to use iphone. The samsung brand can say things like they are something different to reel in people like this.
Term
optimum stimulation level
*same as sensation seeking
Definition
a personality trait that measure the level or amount of novelty or complexity that individuals seek in their personal experiences
Term
sensation seeking
*same as OSL
Definition
the need for varied, novel, and complex sensations and experience and the willingness to take social and physical risks for the sensations
Term
variety-novelty seeking
Definition
measure a consumers degree of variety. Exploratory purchase behavior, use innovativeness, vicarious exploration ex)watching a friend use tinder when you're in a relationship
Term
cognitive personality factors
Definition
need for cognition (NFC)a person's craving for enjoyment of thinking ex)children. People with higher NFC are more likely to respond to ads rich in product info
Term
materialistic people
Definition
like to show off their possessions, more self-centered, don't get greater personal satisfaction from possessions, seek a lifestyle full of possessions
Term
Product anthropomorphism
Definition
attributing human characteristics to objects ex)Tony the Tiger, Mr. Peanut
Term
Brand personalities
*5 kinds
Definition
Sincerity
excitement
competence
sophisticated
ruggedness
Term
gender
Definition
some products perceived as masculine (coffee and toothpaste) while others are feminine (bath soap, shampoo)
Term
geography
Definition
actual locations, like arizona tea
fictitious names like hidden valley
Term
color
Definition
color combinations in packaging and products denotes personality ex)mcdonalds red and yellow mean happy and build appetite
Term
one or multiple selves
Definition
a single consumer will act differently in different situations or with different people. we have a variety of social roles and markets can target products to a particular 'self'
Term
actual self image
Definition
how consumers see themselves ex)mom thinks she's a bad mother
Term
ideal social self image
Definition
how consumers want to see themselves ex)want to be a good mom
Term
social self image
Definition
how consumers feel others see them ex)mom is useless or incompetent
Term
expected self image
Definition
how consumers expect to see themselves in the future ex)mother will be better in future
Term
out-to-self
Definition
traits an individual believe are in her duty to possess ex)what she's capable of being
Term
altering the self image
Definition
consumers use self-altering products to express individualism by creating new self, maintaining existing self, extending the self, conforming
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