Psych 2990 Ch 7

Front 1

Where does advertising take place?

Back 1

TV, internet, billboards, movie ads, newspaper ads, direct mail, phone solicitors, posters, buses...

Front 2

Surveys assume that people can and will express what?

Back 2

feelings, reactions and behaviours

Front 3

survery respondants typically ______ their alcohol consumption and _____ fruit consumption.

Back 3

underreport and overreport

Front 4

what are focus groups?

Back 4

small samples of the population that give their thoughts about a product, package, etc

Front 5

who's profile are the focus group people selected to match?

Back 5

the average comsumer

Front 6

are focus group participants paid?

Back 6

yes

Front 7

what are the advantages of online focus groups?

Back 7

less costly, able to sample people who would have a hard time getting to the group, less likelihood of one person dominating the group and good for sensitive topics

Front 8

what are projective techniques and are they reliable?

Back 8

people are asked to project their inner needs, fears, and values onto a stimulus when asked to interpret it, not reliable

Front 9

observations of behaviour are done two ways, what are they?

Back 9

video cameras and human observers

Front 10

why do we do observations?

Back 10

to lower the descrepancy between what people say and what people will do

Front 11

what are the disadvantages to obersvations?

Back 11

costly, time consuming, difficult to adequately sample

Front 12

Neuromarketing

Back 12

new research method in comsumer psychology, measures brain activity and functions in response to using EEG, MRI, PET

Front 13

What are 3 measures to test reactions to ads?

Back 13

physiological measures
sales tests
coupon returns

Front 14

What are the two routes that people use to process persuasive information?

Back 14

systematic processing
heuristic processing

Front 15

systematic processing

Back 15

process info through effortful, thoughtful deliberation

Front 16

heuristic processing

Back 16

people jump to conclusions

Front 17

when do we process systematically?

Back 17

when we are motivated to process carefully and when we are actually able to process carefully

Front 18

persuasion that occurs through ______ processing lasts longer and leads to actual purchasing behaviour.

Back 18

systematic

Front 19

Weapon of influence: liking

Back 19

we are more likely to buy things from people we like

Front 20

Weapon of influence: Scarcity approach

Back 20

we want what we can't have, "limited time offer", artificially engineering shortages

Front 21

Weapon of influence: Social Proof

Back 21

we seek social approval through our purchases

Front 22

Weapon of influence: Authority/expertise

Back 22

using experts to promote products, we are more likely to comply with experts

Front 23

Weapon of influence: Reciprocity

Back 23

exploits the return of a favour

Front 24

Weapon of influence: Commitment and consistency

Back 24

if people commit to an idea they are more likely to honour that commitment

Front 25

general reciprocity tactic

Back 25

if someone gives us something we are more likely to give something in return

Front 26

door-in-the-face technique

Back 26

asking for a large request, when that's refused, asking for a smaller request, the client is expected to reciprocate and take the smaller request

Front 27

lowball technique

Back 27

getting someone to commit a great deal, then coming back with a less attractive offer, the purchaser is already emotionally invested so when the bigger price comes up they will buy anyway

Front 28

foot-in-the-door technique

Back 28

starts with a small request to later get a larger request, when someone agrees to a smaller request they are led to believe that they feel positively towards the person in question, so they give in to the larger request.

Front 29

what % of people deliberately avoided products that overwhelmed them with ads?

Back 29

54%

Front 30

What % said their opinions were much more negative towards advertising than a few years ago?

Back 30

60%

Front 31

What % said the amount of ads they were exposed to was out of control?

Back 31

61%

Front 32

What % of people expressed interest in ad blocking programs?

Back 32

69%

Front 33

What % of people said the amount of ads and marketing detracted from everyday life?

Back 33

45%

Front 34

Who are the biggest call screeners?

Back 34

ages 18-29

Front 35

what are 3 projective techniques?

Back 35

Rorschach Inkblot test, thematic appreciation test, and sentence completion test

Front 36

Who are the target audience for cereal?

Back 36

children

Front 37

When testing the effectiveness of ads, facial EMG data correlate strongly with what?

Back 37

the ratings of commericals, if the results are strong the commerical is effective

Front 38

Sales tests technique

Back 38

a way of testing the effectiveness of the ad campaign by intriducing new ads in selected markets

Front 39

Are sales tests accurate and what are their disadvantages?

Back 39

very accurate
need control group, costly, takes time

Front 40

how do coupon users differ from non-coupon users?

Back 40

they think highly of their shopping ability, are price sensitive, and value conscious

Front 41

instutional advertising

Back 41

persuade the public the company is a good neighbor and community benefactor

Front 42

What should a company do if they want to boost sales and increase the price of their stock?

Back 42

institutional advertising

Front 43

informational advertising

Back 43

allows consumers to make informed decisions, it compares on product to another

Front 44

When a celebrity endorses something what type of relationship should there be?

Back 44

a relationship to the product, like Venus Williams endorsing tennis balls

Front 45

Celebrity endorsement and _______ endorsement are effective at selling.

Back 45

expert

Front 46

the more a celebrity endorses the more confusion there is, the celebrity's rating do what?

Back 46

drop significantly

Front 47

strong guilt ads can cause what towards a company, from the viewer?

Back 47

anger

Front 48

what is the most frequent approach at using negative consequences and what the product can do for you?

Back 48

present the negative consequences first, then show what the product can do to help the situation.

Front 49

what is a trademark?

Back 49

a shorthand symbol of the feelingsand images associated with the product

Front 50

who are the specialists who name and re-name products and companies?

Back 50

identity consultants

Front 51

A trademark can become so effective that it comes to stand for all products in that certain market like kleenex or band-aid, what is the adverse effect of this?

Back 51

the brand looses its identity and its exclusive share of that market

Front 52

product image

Back 52

thoughts, feelings, and ideas associated with a product

Front 53

why is product packaging so important?

Back 53

because comsumers see it at the critical point of sale

Front 54

for every $1.00 you spend on a product ____ of that dollar is going towards the actual container.

Back 54

35 cents

Front 55

what is one reason for pricing rising?

Back 55

new ways of packaging things, like electronically.

Front 56

with sex in ads what to men ususally tend to see? and women?

Back 56

men- the image
women - the message

Front 57

is there any support for sex in ads?

Back 57

very little, it may even make you forget the brand

Front 58

companies are reluctant to go public with _____ and tend to exaggerate _________.

Back 58

failures
successes

Front 59

when are you more receptive to TV commercials?

Back 59

when you are away from home

Front 60

recall for ads in _______ are better than for ads on TV.

Back 60

movie theatres

Front 61

in which country are the people not annoyed like us with ads?

Back 61

China

Front 62

how effective are banner ads?

Back 62

their effectiveness is still undetermined

Front 63

what % of people use the internet for shopping?

Back 63

40%

Front 64

what % of internet shoppers do not like putting their info online?

Back 64

75%

Front 65

what characteristic has a negative influence on effectiveness?

Back 65

complexity

Front 66

how does a website gain our trust?

Back 66

putting testimonials on, giving garauntees, featuring certificates from an independent source

Front 67

why don't women shop more online?

Back 67

its less emotionally satisfying

Front 68

who shops more online, men or women?

Back 68

men

Front 69

when launching a new product where is it best to advertise it?

Back 69

TV

Front 70

Why is it better to have long eisles?

Back 70

people are more likely to walk down them

Front 71

Where should impulse buys be found?

Back 71

the end of the aisles or checkout

Front 72

What are the effects of background music on shoppers?

Back 72

makes them stay longer but it needs to be familiar and quieter and slower

Front 73

what are some factors in comsumer behaviour?

Back 73

personality, brand placement, buying habits, and price

Front 74

how many brand placement appearances are made during every hour on prime time TV?

Back 74

30

Front 75

what are the advantages to putting brands within a show?

Back 75

people dont want to walk away from their show so the product gets advertising and it make the show seem more realistic and it increases recall

Front 76

comsumer loyalty to a brand may last how long?

Back 76

up to 8 years

Front 77

when is it best to establish brand preferences?

Back 77

when people are children

Front 78

a _____ to ____ reward is enough to get people to buy a product.

Back 78

low to moderate

Front 79

a ____usually produces more sales than a point of sale price reduction.

Back 79

rebate

Front 80

which ethnic group is more likely to rely on advertising more than any other minority and have a postive attitude towards it?

Back 80

hispanic

Front 81

which ethnic group expressed a high brand loyalty?

Back 81

black

Front 82

when advertising to the black community, it is better to have a ____ spokesperson.

Back 82

black

Front 83

which ethnic group tends to buy more expensive, well established brands?

Back 83

asians

Front 84

what are 3 marketing techniques that are tailored especially for kids?

Back 84

put things on lower shelves
airing cartoon commericals on their kids channels
distributing products in schools

Front 85

what is the primary way to advertise to children?

Back 85

electronic media

Front 86

how much does McDonald's spend on child targetted advertising per year?

Back 86

1 billion

Front 87

how do teens tend to define themselves?

Back 87

by what they see on their shows and in the media

Front 88

by what ages have teens developed a keen appreciation for material possesssion? what age does this die down?

Back 88

12-13

16-18

Front 89

how have the ad companies responded to advertising to the older over 50 market?

Back 89

getting rid of stereotypes

Front 90

where are the best places to advertise for the over 50 population?

Back 90

newspapers, TV during news or sports programs, and in magazines

Front 91

what does the gay community tend to spend their money on?

Back 91

vacations!

Front 92

Canadian gay people buy from ______ companies and boycott which companies?

Back 92

gay-friendly companies and boycott those who aren't

Front 93

what is the Muslim law that companies are trying to make their products follow because they are a huge market.

Back 93

Halal