Principles Of Advertising Comprehensive Final

Front 1

Consumer Behavior

Back 1

-Responses to products, services and promotions.
-Keep focus on consumers (talk to them like theyre your friends)

Front 2

3 types of Consumer Responses to Ads, Products and Services

Back 2

-Affective
-Cognitive
-Conative

Front 3

Affective

Back 3

Feelings, moods, attitudes we experience in response to products

Front 4

Cognitive

Back 4

Beliefs, opinions attitudes and intentions pertaining to products and services

Front 5

Conative

Back 5

Actions involved in obtaining, using, and disposing of products or services

Front 6

Personal Variables

Back 6

Dimensions that are internal to a specific individual. (intelligence, personality, interests, hobbies, opinions and preferences)

Front 7

Situational Variables

Back 7

External, environmental variables that provide the context in which behaviors are performed.
-Include the 4 p's - Product, Price, Place and Promotion.

Front 8

Positive Correlation Relationship

Back 8

As one variable increases, the other also increases. (advertising increases, sales increases)

Front 9

Negative Correlation Relationship

Back 9

As one variable increases, the other decreases (as advertising decreases, sales increase)

Front 10

Zero Correlation Relationship

Back 10

There is no systematic relationship between two variables. Anything can happen.

Front 11

Causal Relationship

Back 11

There is a correlation between two variables and one variable influences the other, but not vice versa.
(an increase in advertising may influence an increase in sales but sales does not directly produce a change in advertising).

Front 12

If there is a Causal Relationship between two variables...

Back 12

(1) the two variables must be correlated, (2) the cause must precede the effect, and (3) the effects of other variables must be controlled or ruled out.

Front 13

Confounding Variables

Back 13

Two variables do not always exist in isolation. A large number of other variables always impinge on any two variables in which we happen to be interested, such as advertising and sales.

Front 14

Independent Variable

Back 14

The antecedent or causal variable.

Front 15

Dependent Variable

Back 15

The consequence of effect, (it is dependent on the independent variable)

Front 16

Random Assignment

Back 16

-In an experiment, subjects conditions ensure that individual differences among subjects (personalities, different levels of knowledge on the product, different beliefs and attitudes) do not influence results.
-Randomization cancels the differences out.
-This experiment only has two conditions (ad or no ad)

Front 17

Attention

Back 17

Bringing information into conscious awareness through perception (seeing, hearing, smelling, tasting, and feeling).

Front 18

Comprehension

Back 18

The ability to learn the meaning of new information by relation it to old information stored in memory.

Front 19

What must occur in order for memorization to occur?

Back 19

Comprehension and Attention

Front 20

Limits of Attention

Back 20

Consumers attend to a very small fraction of the marketing communications to which they are exposed and that is available in the marketplace.

Front 21

Miller's Magic Number 7

Back 21

People can attend to seven (+/- 2) units, or pieces of information at one time. Units can very in size.
-Small units can be letters, words, numbers, ideas.
-Large units can be a string of letters, words or ideas.

Front 22

Attention Intensity

Back 22

The amount of information people can attend to, can vary from five to nine units.
-Amount can vary at a particular moment if prior knowledge or expertise is exists.
-Larger chunks leads to a huge process advantage.

Front 23

Arousal

Back 23

-Another factor that influences attention intensity.
-It is defined as a state of wakefulness or alertness.

Front 24

Low levels of Arousal

Back 24

People are drowsy or nearly asleep.

Front 25

Moderate Levels of Arousal

Back 25

The normal levels of alertness that occur during a normal course of a day.

Front 26

High Levels of Arousal

Back 26

Occur when viewing an exciting event, such as movies, concerts, and sports games or the consumption of caffeine roller-coasters etc...

Front 27

Inverted U shape related to Attention and Arousal

Back 27

When arousal is low or high we are less attentive, when arousal is moderate is when we are most attentive.

Front 28

Selective Attention

Back 28

The allocation (distribution) of cognitive capacity (is limited).

Front 29

Cognitive Capacity

Back 29

The ability to attend and thing about information.

Front 30

Salient stimuli

Back 30

Draw attention involuntary.

(ex.) A quiet commercial during the superbowl. Everythings loud then all of the sudden, all attention is directed towards the tv's lack of sound.

-Grab the attention of all people some of the time.

Front 31

Vivid stimuli

Back 31

-Emotionally interesting
-Concrete and imagery provoking
-Proximate in sensory, temporal, or spatial way.

-Grab the attention of some people all of the time.

Front 32

Sensory Proximity

Back 32

-Firsthand (proximal) verses second hand distand infomation.

-Information perceived by our own senses is more vivid than when relayed by another person.

Front 33

Temporal Proximity

Back 33

Refers to how recently an event occured.

-Information that occurred recently is more vivid than past occurrences.

Front 34

Spatial Proximity

Back 34

Refers to the location of the events.

-Events that occur where we live now are much more vivid than events that occur overseas.

Front 35

Comprehension and Belief

Back 35

The two are inseparable, initially we believe everything we see and hear. Rejecting an idea comes later, maybe seconds later.

-Believing is as easy and automatic as comprehension.

Front 36

Pragmatic Inferences

Back 36

Everyday assumptions about claims that are literally true but figuratively false.

-"Brand X pills may relieve pain" is true because "may" means "maybe yes" or "maybe no."

Front 37

Comparison Omission

Back 37

Misleading procedure

-Brand X gives you greater gas mileage, is literally true because it gives greater gas mileage than other substances (sugar, water)

-Potentially misleading because many consumers are likely to assume that Brand X gives you greater mileage than many other brands of gasoline, even though its not stated

Front 38

Piecemeal Data

Back 38

(ex.) - "Brand X has more headroom than Mercedes, more leg room than Cadillac, and more trunk space than a BMW."

Even if these are true, the overall impression made by the individual statements can be misleading.

Front 39

Juxtaposition of Imperatives

Back 39

(ex.) "Be popular! Brush with Ultra Brite!"

-This implies that you will be more popular if you use this brand even though it is not stated directly.

Front 40

Affirmation of the Consequent

Back 40

"if p, then q" are often misinterpreted as meaning "if q, then p."

(ex.) "Women who look younger use Oil of Olay" is misconstrued as "If women use Oil of Olay, then they will look younger."

Front 41

Short Term Memory
(Capacity, Duration, Information Loss, Coding)

Back 41

7 +/- units
18 seconds
rehearsal failure
acoustic (sound related)

Front 42

Long Term Memory
(Capacity, Duration, Information Loss, Coding)

Back 42

Unlimited
permanents
retrieval failure
semantic (meaning related)

Front 43

Encoding-Specificity Principle of LTM

Back 43

Memory performance is better when the contextual cues present during encoding and during retrieval are the same (as apposed to different).

Front 44

Encoding Process

Back 44

The process of storing STM information into LTM.

Front 45

Node

Back 45

A concept, idea or piece of information stored in memory.

Front 46

Associations

Back 46

A node or idea is connected to other nodes by links.

Front 47

Associative Network

Back 47

All pieces of general knowledge are interrelated with other pieces.

Front 48

Unaided Recall

Back 48

Nothing is provided, all information must be retrieved by the student

Front 49

Aided Recall

Back 49

Clues are giving, both retrieval of memory and choosing the correct information is necessary.

Front 50

Recognition

Back 50

One step, deciding if the answer is correct.

Front 51

Associative Interference

Back 51

It takes more time for activation to spread as the number of nodes in a network path increases. The rate at which activation spreads across a particular node increases as the number of related concepts linked to that node increases.

Front 52

Priming Concept

Back 52

When a target and the primed concept are similar, perceived similarities are exaggerated if the target is ambiguous. When the targer is unambiguous or when the primed concept is extreme or unusual, perceived differences are exaggerated.

After a movie with attractive actors, one may look at their spouse as less attractive in comparison.

Front 53

Negative Brand Association and Rumor Control

Back 53

When consumers get a negative idea in their head about a company they become primed and they associate the product with a negative attribute.

Surveys are used to change the outlooks of the consumers.

(ex.) McDonalds uses worm meat for their burgers. Consumers associate worms with McDonalds and business plummeted.

Front 54

Media Clutter

Back 54

As consumers are exposed to large amounts of negative mass-media advertising, attention in the product decreases.

Front 55

Explicit Memory

Back 55

Memory serves as an object of attention. Recognition, aided recall, or free recall are used.

Front 56

Implicit Memory

Back 56

Memory is used as a tool. We are not aware that we are using memory, and we do not realize that we are being influenced by prior experiences and memories.

Front 57

Source Amnesia

Back 57

When we are unaware of where a feeling or belief comes from.

Front 58

Non Evaluative Judgement

Back 58

Beliefs that consumers have about a product.

Belief scales are continuous,because belief dimensions in peoples heads are also continuous.

A Belief implies a perceived relationship between two concepts or ideas.

Front 59

Descriptive Beliefs

Back 59

Based on direct firsthand experience with a product (what we see and hear with our own eyes).

Front 61

Inferential Beliefs

Back 61

Beliefs that go beyond the information giving or the information that is available from firsthand or secondhand sources.

Front 62

Evaluative Judgement and its two main components.

Back 62

An attitude.

Direction - good/bad, positive/negative.

Extremity - slightly good, somewhat good, fairly good, very good, or extremely good

Front 63

Zanna and Rempel's Model

Back 63

Attitudes can be formed on the basis of Beliefs (cognitions), Affect (feelings, moods, and emotions), Behaviors (actions), or some combination of beliefs, affects, and behaviors.

Front 64

Representativeness Heuristic

Back 64

A common fallacy wherein people determine the probability or frequency of an event based on assumptions or past experience.

(ex.) Since I've only met wealthy people from Connecticut, I make the false assumption that all people from Connecticut are wealthy.

Front 65

Availability Heuristic

Back 65

To judge frequency and the probability of events

(ex.) People view an incident where a boy managed to get his shoe lace caught in a escalator and breaks his leg, since this is repeatedly brought to the attention of the public, people think that the probability of this happening to them is very high.

Front 66

Satisfaction Judgements

Back 66

Comparison between two products, the one that was chosen and the one which was rejected, if the consumer feels he got a better deal he is then satisfied.

Front 67

Attributions

Back 67

Causal inferences concerning why a product performed worse than expected.

Front 68

Consideration Set, # of brands available, # in the consideration set, and choice

Back 68

A group of products considered when making a purchase.

Ofter 12 brands available

1 (Loyal) to 9 (7+2)

1 brand

Front 69

Part list Cueing

Back 69

When consumers are making a decision, make a list (including your brand) of partial brands to reduce the number retrieved from memory. Consumers are more likely to buy your product if your brand is brought to attention.

Front 70

Attraction Effect

Back 70

Adding a similar but inferior product of the same brand to a product line increases the attractiveness of the original. It highlights the price/quality relationship.

Front 71

Compromise Effect

Back 71

Middle brands are chosen because the competition are to the extremes. Super low price - not good
Middle price - safe
High price - too intense

Front 72

Trade-off Contrast Effect

Back 72

Similar to the attraction effect except that trade offs (as opposed to single attributes) are compared across brands.

Computer example

Front 73

Heuristics

Back 73

Enable consumers to make decisions quickly and easily

Front 74

The Attitude Heuristic

Back 74

Consumers already hold an attitude toward all brands in a consideration set.

(ex.) "I like sony, so ill buy sony."

Attitudes need to be stored in memory

Front 75

Frequency of Good and Bad Features Heuristics

Back 75

Counting the number of good features and then bad features and choosing the product with the most good features

Front 76

Preference Judgements

Back 76

fff

Front 77

Expectancy Disconfirmation

Back 77

fff

Front 78

Attribute Based Heuristics and 2 kinds

Back 78

Consumer is very specific when researching and choosing a new product.

Between Alternatives and With-in Alternatives

Front 79

Between Alternatives

Back 79

Attribute based.

Many brands are compared one attribute at a time.

(ex.) Laptops with Microsoft word include Dell, HP, Mac...

Front 80

With-in Alternative Heuristic

Back 80

Attribute Heuristic

When many attributes are examined one brand at a time.

(ex.) Brand 1 offers all of this and Brand 2 offers all of this.

Front 81

Attitude Based Heuristics

Back 81

Involves consumers overall impressions on a product

Front 82

Lexicographic Heuristic and which alternative

Back 82

Choose a brand based on most important attribute (price, reliability, brand, safety...). If the two attributes are the same between two brands, the next attribute is then examined.

Between Alternative and it is Attribute based.

Front 83

Elimination by Aspect and which alternative

Back 83

Choose an attribute and eliminate brands that don't meet a minimum cut off point. Process is repeated until one choice remains (design, safety,...).

(ex.) When buying a car, cars less than $20k are not even considered.

Between Alternative

Front 84

Conjunctive Heuristic and which alternative

Back 84

Set a minimum acceptable standard for all attributes and choose the first product that meets the standard of all. One bad attribute can eliminate an alternative.

Within Alternative

(ex.) When choosing an airliner, consumers make their decisions based on layovers, meal offerings, aisle seat,...).

Front 85

Disjunctive Heuristic and which alternative

Back 85

Opposite to Conjunctive, A fairly high cut off value for each attribute (location, price, variety) is set. One good attribute can save an alternative.

Within Alternative

Front 86

Choice Strategy Determinants

Back 86

Motivation and Opportunity

Both have to be high to invoke effort.

Front 87

Exposure Control

Back 87

Avoiding unwanted messages, most people do not want to be exposed to ads.

Front 88

Message Learning Approach

Back 88

Effective persuasive communications.
(Advertisements, point-of-purchase displays, salesperson claims, telemarketing messages, propaganda films and leaflets, or any message designed to persuade.)