Ch 3/4/5 Key terms

An advertising program that is continuous throughout the year with bursts of higher intensity at specific times

A mental position taken toward a topic, person, or event that influences the holder’s feelings, perceptions, etc

The group of individuals who make a purchase decision on behalf of a business

Part of a memory set that has the brands held in a person’s memory but is not considered- they elicit negative feelings

Patterns of responses that reveal a person’s activities, interests, and opinions (AIO)

Starting points that are studied in relation to the degree of change following a promotional campaign

An advertising schedule in which communications are present only at peak times during the year

What occurs when an advertising program begins to have a significant impact on consumer responses

The facts that substantiate the unique selling point of a creative brief

A form of universal language that makes advertising possible for any good or service

A form of research that seeks to discover the context of a product’s use through sociological, or psychological anlysis

A personality characteristic of an individual who engages in and enjoys mental activities

The process of preparing and integrating a company’s advertising efforts with the overall IMC message

A repurchase from a supplier during which no alternatives are considered

Identifying specific groups (target markets) based on needs, attitudes, and interests

Population characteristics such as gender, age, educational levels, income, and ethnicity

A conceptual model that shows how a message, or means, can lead consumers to a desired end state

An advertising schedule that involves level amounts of spending and messages throughout the year

Demand based on, linked to, or generated by the production and sale of some other good or service

Simulations of the knowledge structures embedded in an individual’s mind

In which an individual becomes ready to buy a product and remembers a company due to the effectiveness of its ads

The process of outsourcing the creative aspect of an advertisement to the public

A form of budgeting in which budgeting is based on sales from the previous year or anticipated sales for the next year

A point at which a promotional campaign has saturated the market and further material adversely affects profit

The set of brands a consumer considers during the information search and evaluation processes

A budget where you list all the communications objectives to for the year & then calculate the cost of doing them

Marketing virtually the same goods or services to both consumers and businesses

A set of businesses or groups of individual customers with distinct characteristics

Strongly held beliefs about various topics or concepts

A form of communications research that identifies the recipients of a planned communications campaign

A situation in which the company’s buying center considers and evaluates new purchasing alternatives

The company, legal, and mandatory restrictions placed on ads- legal protection for trademarks, logos, and copyright

The brands that quickly come to mind when consumers are asked to identify brands from a product category

A budgeting method that establishes a ratio of advertising to sales or market share

A model that explains ways to move consumers from product attributes to personal values by highlighting products benefit

A budget is set after all other budgets have been determined; money is allocated based on what leaders feel can be spent

A purchase in which the company buys a good or service for the first time

A purchasing decision model in which the consumer chooses a brand for which they have the strongest liking or feelings

A key, memorable phrase in an advertisement that conveys a special meaning

The first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives

A theory that suggests variable encoding will be more effective as consumer view advertisements in differing environment

A document that guides in the production of an advertising campaign or a specific commercial

Marketing appeals made to people in a geographic area or region

In which consumer ignore or develop negative attitude toward a brand because the ad has become “old” or “boring”

Customers who like to shop will undertake a more in-depth search for details about goods and services

A set of consumers who talk about a particular topic, product, or brand in front of a moderator or panel

A theory that suggests variable encoding will be more effective as consumer view advertisements in differing environment

The part of a memory set that has brands the consumer has an awareness of but has neither negative nor positive feelings

A method advertisers use to help clarify the objectives of an advertising campaign

A communications budget in which expenditures are raised or lowered to match the competition

The perception in the consumer’s mind of the nature of a company and its products relative to the competition

A form of communications research that seeks to identify key product characteristics that become selling points

What occurs when a company stops advertising and consumers begin to forget the message

The extent to which a stimulus or task is relevant to a consumer’s existing needs, wants, or values