Advertising Chapter 5, 6, and 7
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71 terms
Terms | Definitions |
|---|---|
 Consumer Behavior | describes how individuals or groups select, purchase, use, or dispose of products as well as the needs and wants that motivate these behaviors. |
| Consumers | are people who buy or use products or adopt ideas that satisfy their needs and wants. |
| Customers | Individuals and groups that buy the goods and services that an organization produces |
| Prospects | are potential customers who are likely to buy to the product or the brand |
| Culture | is made up of tangible items (art, literature, buildings, furniture, clothing, and music) and intangible concepts (history, knowledge, laws, morals, customs, and even standards of beauty) that together define a group of people or a way of life. |
| norms | rules we learn through social interaction that specify or prohibit certain behavior |
| values | represent our underlying belief systems |
| Core values | govern peoples attitudes and guide their behavior |
| Core Values basics | A sense of belonging, Excitement, Fun and Enjoyment, Warm relationships, Self-fulfillment, respect from others, a sense of accomplishment, security, and self- respect. |
| Subcultures | can be defined by geographic regions or by shared human characteristics such as age, values, language, or traditions and ethnic background. |
| Corporate Culture | describes how various companies operate. |
| Social Class | is determined by such factors as income, wealth, education, occupation, family prestige, value of home, and neighborhood. |
| Reference Group | a group of people you use as a model for behavior in specific situations. Example: Teacher |
| Reference Groups provide three functons | they provide information, they serves as means of personal comparison, and they offer guidance. |
| Demographics | are the statistical, social, and economic characteristics of a population, including age, gender, education, income, occupation, race, and family size. |
| Age | The dominant demographic characteristic used by advertising planners. |
| needs | the basic driving forces that motivate us to do something that reflect basic survival. |
| innate needs | include the need for water, food, air, shelter, and sex. |
| wants | occurs when we desire or wish for something |
| Acquired needs | needs we learn in response to our culture and environment. (esteem, prestige, affection, power, learning, and beauty) |
| motive | is an internal force that stimulates you to behave in a particular manner. |
| personality | refers to consistency in behavior in terms of how people react to events and situations and behave in various roles. |
| psychographics | refers to lifestyle and psychological characteristics, such as activities, interests, and opinions. |
| VALS | Categorizes consumers according to psychological traits that correlate to purchase behavior. |
| Decision Process | Need recognition - Information Search- Evaluate Alternatives-Purchase Decision- Postpurchase evaluation |
| Segmenting | means dividing the market into groups of people who have similar characteristics in certain key product related areas. |
| Targeting | means identifying the group that might be the most profitable audience and the most likely to respond to marketing communication. |
| market segmentation | it assumes the best way to sell to the market is to recognize consumer differences and adjust marketing strategies and messages accordingly. |
| target market | a group of people with similiar needs and characteristics who are most likely to be in the market for the advertiser's product. |
| Learn, Feel, and Do | Cognitive, Affective, and Cognitve |
| Market Research | compiles information about the product, the product catergory, competitors, and other details of the marketing enviroment that wil affect the development of advertising strategy. |
| Consumer research | identifies people who are in the market for the product in terms of their characteristics, attitudes, interests, and motivations. |
| Advertising research | focuses on all the elements of advertising, including message development research, media planning research, and evaluation, as well as information about competitors. |
| Strategic research | uncovers critical information that becomes the basics for strategic planning decisons for both marketing and marketing communication. |
| Secondary Research | Background research that uses available published information. |
| Primary Research | information that is collected for the first time from original sources. |
| Quantitative research | delivers numerical data such as number of users and purchases, their attitudes and knowledge, their exporsure to ads, and other market-related information. |
| Qualitative research | provides insight into the underlying reasons for how consumers behave and why. |
| Validity | means that the research actually measures what it says it measures. |
| Reliability | means that you can run the same test again and get the same answer. |
| The three big objectives of advertising are: | test hypothesis, get info, and get insights. |
| quantitative methods are more: | useful for gathering data |
| qualitative is more useful for: | uncovering reasons and motives |
| strategic planning | is the process of identifying a probleam that can be solved with marketing communication |
| objectives | what you want to accomplish |
| strategies | how to accomplish the objectives |
| tactics | actions that make a plan come to life |
| Marketing plan | is developed for a brand or product line and evaluated annually, although sections dealing with long-term goals might operate for a number of years. |
| share of market | measurements referring to the percentage of the category purchases that are made by the brand's customers. |
| campaign plan | that is more focused on solving a particular marketing communication problem in a specified time. |
| SWOT analysis | which stands for strengths, weaknesses, oppourtunities, and threats. |
| Objectives are | are formal statements of the goals of the advertising or other marketing communicaton. |
| benchmarked | which means using a comparable effort to predict to logical goal. |
| Position | is a place in consumers minds where the product or brand stands in comparison on its competitors. |
| Competitive Advantage | is found where the product has a strong feature, in an area that is important to the target and where the competition is weaker. |
| Perceive | create brand identity |
| Feel | Cue brand personality |
| Think | Cue brand position |
| Associate | Cue brand image |
| Believe | Create brand promise and brand preference |
| Do | Inspire Brand loyalty |
| Cognition | think/know understand recall |
| Association | Connect Transform |
| Behavior | Act |
| Persuasion | attitude change Believe |
| Emotion | feel |
| Perception | attention awareness recognition |
| Brand Identity | must be distinctive and familiar in terms of name, logo, colors, typeface, design, and slogan. |
| Brand personality | human characteristics like loving, trustworthy, sophisticated. |
| Brand positon | the soul or essence of the brand; it stands for something that matters to consumers |
| Brand image | the mental image consumers construct for a product based on symbols and associations that customer link to a brand |
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