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Comm 320 exam 2

Terms in this set (68)

Maslow's Hierarchy of Needs
(top) self-actualization, esteem, social, safety, physiological
Physiological
biological needs that require the satisfaction of hunger, thirst, and basic bodily functions
Safety needs
the need to provide shelter and protection for the body and to maintain a comfortable existence
Love and belonging needs
the need for affiliation and effection. a person will strive for both the giving and receiving of the love
Esteem needs
the need for recognition, status, and prestige. In addition to the respect of others, there is a need and desire for self- respect
Self- Actualization needs
this is the highest of all the need states and is achieved by only a small percentage of people according to Maslow. The individual strives for maximum fulfillment of individual capabilities
Deception
making false or misleading statements in an advertisement
Puffery
using terms such as "best in the world" or "number one" completely illegal
Ethics
moral standards and principles against which behavior is judged
Primary Demand
for an entire product category
Vertical Cooperative Advertising
advertising technique whereby a manufacturer and dealer share the expense of advertising
Comparison Advertising
advertiser makes a comparison between the firm's brand and the competitors brands
Advertising Substantiation Program
of the FTC initiated in 1971 with the intention of ensuring that advertisers make supporting evidence for their claims available to consumers
Consent Order
an advertiser accused of running deceptive or unfair advertising agrees to stop running the advertisements in question, without admitting guilt
Cease-and-desist Order
requires that the advertising in question be stopped within 30 days so that a hearing can be held to determine whether the advertising is deceptive or unfair
Affirmative Disclosure
the important material absent from prior ads must be included in subsequent advertisements
Corrective Advertising
an FTC action requiring an advertiser to run additional advertisements to dispel fake beliefs created by deceptive advertising
Celebrity Endorsements
advertisements that use an expert or celebrity as a spokesperson to endorse the use of a product or service
Testimonials
an advertisement in which an advocacy position is taken by a spokes person
Self- Regulation
an advertising industry's attempt to police itself
Consumerism
the actions of individual consumers or groups of consumers designed to exert power in the marketplace
Behavioral Targeting
process of database development made possible by online tracking markers that advertisers place on a web surfer;s hard drive to track that person's online behavior
Spam
unsolicited commercial messages sent through the email system
phishing
where spammers try to entice Web users to enter personal info to a fake website that is forged to book like it is from a bank, IRS or other organizations that will get the email users attention
Premiums
an item offered for "free" or at a greatly reduced price with the purchase of another item
Appropriation
the use of pictures or images owned by someone else without permission
Defamation
when a communication occurs that damages the reputation of an individual because the information was untrue
Slander
oral defamation that in the context of promotion would occur during TV or radio broadcast of an event involving a company and its employees
Libel
defamation that occurs in print and would relate to magazine, newspaper, direct mail or internet reports
Consumer Behavior
those activities directly involved in obtaining, consuming, and sipping of products and services, including the decision processes that precede and follow these actions
Need State
a psychological state arising when when one's desired state of affairs differs from one's actual state of affairs
Functional Benefits
those benefits that come from the objective performance characteristics of a product or service
Emotional Benefits
those benefits not typically found in some tangible feature or objective characteristic of a product of service
Internal Search
a search for product information that draws on personal experience and prior knowledge
Consideration Set
the subset of brands from a particular product category that becomes the focal point of a consumer's evaluation
External Search
a search for product information that involved visiting retail stores to examine alternatives, seeking input from friends and relatives about their experiences with the produces in question, or perusing professional product evaluations
Evaluative Criteria
the product attributes or performances characteristics on which consumers base their product evaluations
Extended Problem Solving
a decision-making mode in which consumers are inexperienced in a particular consumption setting but find the setting highly involving
Limited Problem Solving
a decision-making mode in which consumers' experience and involvement are both low
Habit
a decision-making nice in which consumers buy a single brand repeatedly as a solution to a simple consumption problem
Variety Seeking
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Brand Loyalty
a decision making mode in which consumers who repeatedly buy the same brand of a product as their choice to fulfill a specific need
Attitude
an overall evaluation of any object, person, or issue that varies along a continuum, such as favorable to unfavorable or positive to negative
Brand Attitudes
summary evaluations that reflect preferences for various products and brands
Beliefs
the knowledge and feelings a person has accumulated about an object or issue
Salient Beliefs
a small number of beliefs that are the critical determinants of an attitude
multi- attribute attitude model
a framework and set of procedures for collecting information from consumers to assess their salient beliefs and attitudes about competitive brands
cognitive consistency
the maintenance of a system of beliefs and attitudes over time; consumers' desire for cognitive consistency is an obstacle to advertising
advertising clutter
an obstacle to advertising resulting from the large volume of similar ads for most products and services
selective attention
the processing of only a few advertisements among the many encountered
cognitive responses
the thoughts that occur to individuals at the exact moment in time when their beliefs and attitudes are being challenged by some form of persuasive communication
peripheral cues
the features of an ad other than the actual arguments about the brand's performance
Meaning
what an advertisement intends or conveys
Culture
what people do- they way they eat, groom themselves, celebrate, mark their space and social position, and so forth
Values
a perception by consumers that a product or service provides satisfaction beyond the cost incurred to acquire the product or service
Rituals
repeated behaviors that affirm, express, and maintain cultural values
Stratification
a person's relative standing in a social system as produced by systematic inequalities in things such as wealth, income, education, power, and status. Also referred to as social class
Taste
a generalized set or orientation to consumer preferences
Intergenerational effect
when people choose products based on what was used in their childhood household
Life-Stage
a circumstantial variable, such as when a family's youngest child moves away from home, when changes the consumption patterns of the family
Celebrity
a unique sociological category that matters a great deal to advertisers
Gender
the social expression of sexual biology or choice
Community
a group of people loosely joined by one common characteristic or interest
Brand Communities
groups of consumers who feel a commonality and a shared purpose grounded or attached to a consumers good or service
Target Segment
subgroup chosen as the focal point for the marketing program and advertising compaign
Positioning
proces of designing and representing one's product or service so that it will occupy a distinct and valued place in the target consumer's mind
Positioning Strategy
involves the selection of key themes or concepts that the organization will feature when communicating this distinctiveness to the target segment
STP Marketing
marketing strategy employeed when advertisers focus their efforts focus their efforts on one subgroup of a product's total market
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