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116 Cards in this Set

  • Front
  • Back
Source (125)
The ultimate originator of a message
Message (125)
an communication encoded using words or images in such a way that a receiver will understand it
Semiotics (125)
the study of how humans use words/images/symbols, etc.
Channel (125)
the means by which a message travels from source to receiver
Personal Channel (126)
direct contact between parties
Nonpersonal communication (126)
mass communications such as TV, radio, etc.
Receiver (126)
the consumer who receives the message
Decode (126)
interpretation of a message
Noise (126)
information that competes with /drowns out a message
feedback (126)
receiver responding to the source, completing the sender->message->receiver loop.
interactive media & feedback (126)
ability to give real-time feedback on the same channel used by the source.
consumer behavior (127)
the mental and emotional processes and the physical activities of people who puchas and use good to satisfy their particular needs and wants.
Consumer Decision Process (127)
the mental process that evaluates an advertising message.
personal processes x3 (128)
the processes by which we discern raw data and translate them into feelings.
1) Perception
2) Learning & Persusasion
3) Motivation Process
Interpersonal Influences (128)
family, society, cultural influences on our mental processes and behavior
Nonpersonal Influences (128)
Time, Place, Environment influences of our behavior/mental processes
Evaluation of Alternatives (128)
evaluating alternative products
postpurchase evaluation (128)
the postpurchase evaluation which strongly affects your subsequent purchases
Perception (129)
the personalized way we sense, interpret and comprehend various stimuli
Stimulus (129)
physical info we receive through our senses
Perceptual Screens (130)
subconcious filters that shield us from unwanted messages. Two types are psychological and physiological.
Physiological Screen (130)
the five senses filter messages
Psychological Screens (130)
screens which evaluate data based on innate factors, such as their personality, and learned factors, such as interests, attitudes.
Self Concept (131)
The image we have of who we are and who we want to be.
Selective Perception (131)
the screening out of perception on things that don't apply to us.
Cognition (131)
comprehending a stimulus
learning (132)
A permanent change in thought processes or behavior that occurs as a result of reniforced experience
Cognitive Theory (132)
learning is a mental process of memory, thinkign and the rational application of knowledge to practical problems.
Conditioning Theory (132)
treats learning as a trial-and-error process
Persuasion (132)
occurs when a change in belief, attitude, or behavioral intention is caused by promotion communication
Central Route to Persuasion (133)
Consumers have a high level of involvement with the product or the message, so they are motivated to pay attention to the central, product-related information such as product attributes. see page 133
Peripheral Route to Persuasion (133)
people who are persuaded even though they are not in the market for the product.
Attitude (134)
an acquired mental position regarding some idea or object
Brand Interest (134)
an individual's openness or curiosity about a brand
Habit (134)
The acquired pattern that becaomes almost completely involuntary
Brand Loyalty (135)
The Consumer's conscious or unconcious decision to repurchase a brand
Motivation (136)
Refers to the underlying forces that contribute to our actions
Needs (136)
Basic human forces that motivate us
Wants (136)
needs that are learned during our lifetime
Hierarchy of Needs (137)
Maslows hierarchy of basic human needs
Negatively Originated Motivators (137)
Motivators related to problem removal or problem avoidance
Informational Motives (138)
actively searched for information to reduce a negative mental state. aka relief motives
positively originated motives (138)
a promised positive bonus rather than removal of problem
Transformational Motives (138)
three positivel originated motives, sensory gratification, intellectual stimulation, and social approval. Transformation to a rewarding state.
Interpersonal Influences (139)
Family, Societal, Cultural and Subcultural,

See page 139
Reference Groups (141)
People we try to emulate or whose opinion concerns us
Opinion Leader (142)
a person or organization whose beliefs/attitudes are respected by people who share interest in a specific activity.
Culture (142)
the set of meanings, beliefs, attiudes, etc. that are shared by a social group
subculture (143)
a segment within a culture that share a set of meanings/values that differ in respect to the overall culture
evaluative criteria (144)
that standards by which a consumer judges a product
evoked set (144)
selection alternatives consumers consider before buying a brand
Cognitive Dissonance (145)
people strive to justify their behavior by reducing the dissonance, or inconsistency, between cognitions and reality
FCB Grid (146)
grid which categorizes consumer products into four quadrants based on
1) involvement
2) thinking vs. feeling
Kim-Lord grid (147)
an improvement to FCB grid, which depicts gradation withing categories
Account Planner (152)
primary role is to represent the consuer in the process of planning advertising
Marketing research (154)
systematic procedures for gathering, recording, and analyzing new information. helps identify customer needs and market segments, provides information for developing new products, devises market strategies, enables managers to assess effectiveness of marketing progs
Advertising research (154)
uncovers information for making advertising decisions
Advertising Strategy Research (154)
used to help define the product concept or to assist in the selection of target markets
Creative Concept Research (155)
measures the target audiences acceptance of different creative ideas
Pretesting of ads (155)
Used to uncover and diagnose possible communication problems before a campaign begins
Posttesting of ads (155)
Enable marketer to evaluate a campaign after it runs.
Target audience selection (156)
part of Advertising strat research, develops a rich profile of brand target audience and markets.
dominance concept (156)
researching which markets are most important to product sales and targeting those according to budge restrictions
media research (156)
researching to choose what media appropriate for advertising
Message Element Selection (157)
part of Ad. strat. research, research on how different message elemts will affect the target audience.
Testing (158)
The primary method used by and advertiser to ensure their dollars are being spent effectively.
Pretesting (158)
testing of ad before creating final product
Posttesting (159)
aka adtracking. provides guideline with future guidelines
Marketing Information System (159)
a set of procedures designed to generate a continuous, orderly flow of info. Esures managers get the info they need in a timely fashion.
Informal Research (159)
exporatory research to learn more about the market, competioton, business environment, problem.
Primary data (159)
info collected from the marketplace about a specific problem. Typically expensive and time-consuming.
Secondary Data (159)
usually used during explo. pahse, its information previously collected/published. can be gathered mroe quickly and less expensively than primary data.
Formal Research (162)
primary data collected in regards to a specific problem or issue
Qualitative Research (162)
research to gain a general impression of the market. elicits in-depth open-ended responses rather than yes/no answers
Quantitative Research (162)
gathering of hard numbers about specific marketing situations
Projective Techniques (162)
part of qualititaive reserach, used to understand people underlying or subconsious thoughts/feelings
Intensive Techniques (163)
uses intesive techniques such as the in-depth interview
Focus Groups (163)
a group of six or more people typical of the target market gathered to discuss a product
Observation Method (164)
method of quantitative research, researchers monitor people's actions
Experimental Method (164)
measure of actual cause and effect relationships. uses scientific investagation in which the research alters the stimulus received by a test group and compares it to that of the control group
test market (164)
an isolated geographic area where a product is tested
Survey (165)
The most common method of gathering primary data, information is gained by questioning custoimers
direct questioning (165)
a method of pretesting, using various methods and directly questioning potential/customers
central location tests (165)
respondents are shown vidtapes and asked before and after exposure
clutter tests (165)
test commercials are showin with competing control commercials to determine their effectiveness
halo effect (166)
the effect of respondents ranking the best highest in all categories
attitude test (167)
posttesting: a measure of a campaign's effectivess in creating a favorable image for a company
Recall tests (167)
posttesting: mark what respondents noticed or remembered about an ad campaign, not whther they intend to buy a product
Inquiry tests (168)
a test for consumers to respond for additional info or free samples.
sales tests (169)
a useful measure of advertising effectiveness. used when advertising is the dominant elecment of a co. marketing plan. often costly and time-consuming.
Validity (170)
important measure of a tests success. results must be free of bias and reflect the true status of the market.
Reliability (170)
test must be able to be repeated and show the same results or else it is invalid/unreliable
Universe (170)
the entire target population of prospective customers
sample (170)
must accurately reflect the universe
probability samples (170)
random samples where everyone in the pop has a chance of being selected
nonprobability samples (170)
a less expensive/easier way by choosing people believed to be represented nonrandomly
cross tabulation (173)
a comparison of two aspects of the sample
marketing plan (178)
assemblage of all pertinent facts about an organization
top-down marketing (179)
see chart on 179
situational analysis (179)
a factual statement of the orgs current situation and how it got there
marketing objectives (180)
specific sales gaols related to the need of the target market
need-satisfying objectives (180)
a shift of managed views from producer to fulfiller of target market needs
sales-target objective (180)
a specific, quantitaive, realistic marketing goal to be achieved in a specific period of time
marketing strategy (181)
how a co. plans to meet it's marketing objectives. Involves
1) defining target market
2) determining strategic positioning
3) developing an appropriate marketing mix for the target market
Positioning (182)
referes to the place a brand occupies competitively in the midns of consumers
tactics (184)
the short term actions to be taken to achieve the company's objectives
bottom-up marketing (184)
starting with a unique tactic and building up from that
relationship marketing (184)
marketing that creates long term relationships with customers that results in an exchange of info and enhanced value
value (185)
the ratio of perceived benefits to the price of the product
stakeholders (186)
Thos who are investedi n the success of the company
Lifetime Customer Value LTV ( 186)
the amount of money a customer will spend on a brand in a lifetime
Basic Transactional relationship (187)
co. sells product w/o followup
Reactive Relationships (187)
sells product and encourages to call if there are any problems
Accountable Relationship (187)
salesperson calls customer after purchase to check whether product meets expectations
proactive relationship (187)
customer continuously contacts customers about products
Partenership (187)
Co. works with customers to discover ways to improve value of product.