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10 Cards in this Set
- Front
- Back
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Clients
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The advertisers that have products, services or causes to be marketed.
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Category Management System
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The additional layers of management above the brand managers to coordinate the related group of products.
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Incentive-based System
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Tying agency compensation to performance.
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Selective exposure
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When cosumers decide whether or not to make themselves available for information.
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Cognitive dissonance
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A feeling of psychological tension or postpurchase doubt that a consumer experiences after making a difficult purchase choice.
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Word-of-mouth Communication
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Using a personal channel of communication by listening to what others say about a product of service.
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Hierarchy Effects Model
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This assumes a consumer passes through a series of steps in sequential order to purchase a product or service.
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Sleeper Effect
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The pervasiveness of a message increases with the passage of time.
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Primacy Effect
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Information presented first is most effective.
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Fear Appeals
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Evoking a emotional response and arousing individuals to take action to remove a threat.
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