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MARK 261
Chapter 7
20
Marketing
Undergraduate 2
02/17/2011

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Term
Message Theme
Definition
the outline of the key idea(s) that the advertising program is supposed to convey
Term
Message Strategy
Definition
the primary tactic used to deliver the message theme
Term
Cognitive Message Strategy
Definition
the presentation of rational arguments or pieces of information to consumers
Term
Generic Messages
Definition
direct promotions of product attributes or benefits without any claim of superiority
Term
Pre-emptive Messages
Definition
Claims of superiority based on a specific attribute or benefit of a product that pre-empts the competition from making the same claim
Term
Unique Selling Proposition
Definition
an explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner
Term
Hyperbole
Definition
making an untestable claim based upon some attribute or benefit
Term
Comparative Advertisement
Definition
the direct or indirect comparison of a good or service to the competition
Term
Affective Message Strategies
Definition
ads designed to invoke feelings and emotions and match them with the good, service, or company
Term
Resonance Advertising
Definition
attempting to connect a product with a consumer’s experiences to develop stronger ties between the product and the consumer
Term
Emotional Advertising
Definition
attempting to elicit powerful emotions that eventually lead to brand recall and choice
Term
Action-Inducing Conative Advertisements
Definition
advertisements that create situations in which cognitive knowledge of the product or affective liking of the product follow the actual purchase or arise during usage of the product
Term
Promotional Support Conative Advertisements
Definition
ads designed to support other promotional efforts
Term
Executional Framework
Definition
the manner in which an ad appeal is presented
Term
Expert Authority
Definition
When an advertiser seeks to convince viewers that a given product is superior to other brands in some authoritative manner
Term
Sources and Spokespersons
Definition
persons in the advertisement who make the actual presentation
Term
Similarity (source)
Definition
consumers are more inclined to be influenced by a message delivered by a person who is somehow similar
Term
Identification (source)
Definition
occurs when the receiver is able, in some manner, to identify with the source, either through a fantasy or by similar beliefs, attitudes, preferences, behaviours, or by being in the same or a similar situation
Term
Visual Consistency
Definition
occurs when consumers see a specific image or visual display repeatedly
Term
Variability Theory
Definition
a theory stating that when a consumer sees the same advertisement in different environments, the ad will be more effective
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