Exam 2

What determines which stimuli an individual will be exposed to

"Self-Selected" is what we call what determines the stimuli that an individual will be exposed to. People deliberately seek out exposure to certain stimuli and avoid others. They do this because they want to seek information that they think will help them achieve their goals.

Package Design and Labeling - how does size and shape of a package influence interpretation

A bigger case of soda may attract more people than a smaller case that has the same amount of soda because the customer wants to feel like they are getting more than they actually need.

How can contextual cues affect interpretation

A brand could use a certain color in their ad that might change the way you interpret that ad both cognitively and affectively.

What is Schema

A complex web of associations; a pattern of associations that have both concepts and episodes and go into deeper meaning by associating with other concepts and episodes; also known as "schematic memory" or "knowledge structure".

What is Repositioning

A deliberate decision to significantly alter the way the market views a product.

Define Motive

A motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. A motive is why an individual does something.

What is Information Processing

A series of activities by which stimuli are perceived, transformed into information, and stored.

What is ad avoidance

A simple mechanical way for consumers to selectively avoid exposure to advertising messages as clutter of ads have increased and emerging technology has made it easier for consumers to do it.

What affects retrieval from long-term memory

Accessibility affects retrieval; every time an informational node or a link between nodes is activated (assessed) in memory, it is strengthened. Accessibility can be enhanced by rehearsal, repetition, and elaboration.

Expression

Active & External - Deals with the need to express one's identity to others. People feel the need to let others know who and what they are by their actions, which include the purchasing of goods. For example, clothing and cars have symbolic meaning that allows consumers to express an identity to others like fashion oriented watches that satisfy more than the functional need to tell time - they allow consumers to express who they are.

Stimulation

Active & External - Identifies that people often seek variety and difference out of a need for stimulation. Variety-seeking behavior may be a prime reason for brand switching and some so-called impulse purchasing. The need for stimulation is curvilinear and changes over time. For example, individuals receiving rapid change generally become satiated and desire stability, whereas individuals in stable environments become bored and desire change.

Affiliation

Active & External - Refers to the need to develop mutually helpful and satisfying relationships with others. It relates to altruism and seeking acceptance and affection in interpersonal relations. For example, group membership is critical to most consumers' lives and many consumer decisions are based on the need to maintain satisfying relationships with others. So marketers use affiliation based themes like "Your kids will love you for it" in advertisements.

Attribution

Active & External - This set of motives deals with our need to determine who or what causes the things that happen to us and relates to an area of research called attribution theory. Need for attribution is extremely relevant to consumer reactions to promotional messages (in terms of credibility). For example, consumers do not passively receive messages but rather attribute "selling" motives and tactics to ads and the advice of sales personnel, they do not believe or they discount many sales messages, so many marketers use a credible spokesperson.

Consistency

Active & Internal - The desire to have all facets of oneself consistent with one another; these facets include attitudes, behaviors, opinions, self-images, views of others, etc... For example making a major purchase is not consistent with the need to save money, so this inconsistency motivates the individual to reduce it.

What are the 4 Types of Self-Concept

Actual Self-Concept - who I am now Ideal Self-Concept - who I would like to be Private Self-Concept - how I am or would like to be to myself Social Self-Concept - how I am seen by others or how I would like to be seen by others

Humor

Ads built around humor appear to increase attention to and liking of the ad, particularly for those individuals high in need for humor; also increases attitude toward the brand.

Define Short-Term Memory

Also known as "working memory"; It is the portion of total memory that is currently activated or in use.

Define Learning

Any change in the content or organization of long-term memory or behavior and the result of information processing. Gaining new information from an activity and committing it to memory.

Value-Expressive

Attempt to build a personality for the product or create an image of the product user (most effective for products designed to enhance self image or provide other tangible benefits).

What is meant by Attention

Attention occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. It requires consumers to allocate limited mental resources towards the processing of incoming stimuli, such as packages seen on store shelves or banner ads on the web.

What factors determine and influence that lifestyle

Attitudes, values, activities and interests, demographics, media patterns, and usage rates.

What is brand image

Brand image refers to the schematic memory of a brand.

Retail Strategy - how can retailers increase attention to high margin items

By having displays at the counter/offering them when the consumer walks in or at the end before their purchase.

How does the chapter opening example illustrate attitudes and attitude change

By illustrating how the slightest scandal from a celebrity endorser and how the company reacts to it can change the whole outlook of a consumer's attitude about a brand/company that will ultimately change and affect their consumption behavior.

Advertisements - how can they affect interpretation of an ad

By using certain stimulus factors like contrast and expectation to appeal to an audience that might have interpreted in a different way before.

Advertisements - how can they attract attention to an ad

By using certain stimulus factors that will attract different targets and exposing those ads more frequently and in various locations.

Perception involves 3 steps

exposing consumers to your marketing stimuli, gaining consumers' attention, and influencing consumers' interpretations of the stimuli.

What perception steps are important to brand/logo development

exposure, attention, and interpretation

What steps are important to media strategy

exposure, attention, and interpretation

Which of the 3 perception steps are important to a retail strategy

exposure, attention, and interpretation

Which steps are important to package design and labeling

exposure, attention, and interpretation

Explain the strategies that can be used to change the cognitive component of an attitude

Change Beliefs - shifting the beliefs about the performance of the brand on one or more attributes by providing facts about the performance. For example, like how Radio Shack tried to reposition itself as a more modern and contemporary retailer. Shift Importance - marketers try to emphasize certain attributes about a brand to convince consumers that those attributes are most important, like how GM emphasizes their OnStar emergency system in their vehicles. Add Beliefs - adding new beliefs to the consumer's beliefs structure like how the California Pomegranate Council wants their consumers to know that their pomegranates contain powerful antioxidants along with vitamins and minerals. Change Ideal Point- changing the perceptions of the ideal brand or situation like minimal packaging, nonpolluting manufacturing, extensive use of recycled materials, and nonpolluting disposition after its useful life.

Explain the strategies that can be used to change the affective component of an attitude

Classical Conditioning - is stimulating the audience with a type of music or something that appeals to them, so that they will learn to associate it with the brand over time. Affect Toward the Ad or Website (Attitude) - using things like humor, pictures, and other emotional appeals will make an ad or website more vivid and appeal to the audience in a positive way. Mere Exposure - by showing or presenting a brand frequently in various occasions, more consumers will grow to like it and possibly change the consumer's perception for a positive attitude towards the brand.

Describe learning via classical conditioning

Classical conditioning attempts to create an association between a stimulus and some response. (Condition stimulus is always the product and marketers are trying to get them to the respond to the unconditional stimulus).

What are the similarities and differences between them

Classical conditioning can lead to positive attitudes by influencing brand feelings and beliefs and is the most common in low-involvement situations, where relatively low levels of processing effort and awareness are involved. Operant conditioning requires that the consumer first engage in a deliberate behavior and come to understand its power in predicting positive outcomes that serve as reinforcement; It's common under conditions of higher involvement and is a process that encourages partial responses leading to the final desired response; this is called "shaping".

What are situational factors affecting attention and how do they affect attention

Clutter makes the consumer ignore ads because there are so many forms of stimuli in the environment and program involvement makes the viewers get involved with the editorial content of an ad instead of paying attention to the actual message/advertisement.

What are the components of an attitude

Cognitive (beliefs), Affective (feelings), and Behavioral (response tendencies)

List the methods used to measure the cognitive attitude component and give an example of each

Cognitive component can be measured with several versions of the Multiattribute Attitude Model (simple sum, weighted sum, and ideal-point). For example, the simplest form would be to measure a brand (like coca cola) based on the consumers attitude about it, the consumers belief and performance of the attribute, and the number of attributes considered.

What is the difference between cognitive and affective interpretation

Cognitive is when stimuli are placed into existing categories of meaning, like nudity in an ad being more appropriate in a French commercial whereas affective is the actual emotional feelings or response triggered by the ad.

What do we mean by cognitive learning

Cognitive learning encompasses all the mental activities of humans as they work to solve problems or cope with situations. It involves learning ideas, concepts, attitudes, and facts that contribute to our ability to reason, solve problems, and learn relationships without direct experience or reinforcement.

McGuire's Psychological Motives

Consistency Attribution Categorize Stimulation Expression Affiliation

Testimonial

Consists of a persons written or spoken statement emphasizing the virtue/benefits of a product.

What is Source Credibility

Consists of trustworthiness and expertise - a source that has no ulterior motive to provide anything other than complete and accurate information.

Emotional

Designed primarily to elicit a positive affective response rather than to provide information or arguments.

Media Strategy - how can choice of medium affect exposure

Different audiences spend more time on certain mediums and channels that might not be appropriate for others. So if you were a shoe brand targeting college students, you would want to have a strong social media presence and advertise on TV. or programs that they watch to increase the exposure of those products.

Comparative

Directly compare the features or benefits of two or more brands. They are often more affective than noncomparative ads in generating attention, message, and brand awareness, but can also have negative consequences like lower believability of the brand or more positive attitude toward the competitor brand.

Retail Strategy - how can retailers increase exposure to certain merchandise

Do remote advertising outside of their store or in store.

What are the differences between the two

Elaborative activities involve both concepts and imagery and a major determinant is consumer motivation or involvement whereas maintenance rehearsal is simply memorization of the brand. Also, elaboration increases the chances that information will be transferred to LTM and be retrieved at a later time by increasing the process attention directed at that information and by establishing meaningful linkages between the new information and existing information.

Describe 3 ways emotion is used in marketing strategy

Emotion arousal as a product and retail benefit - Either by positive or negative evaluations, such as gratitude that is the emotional appreciation for benefits received, such as buying Bacardi Rum that will "Shake up your night" Emotion reduction as a product and retail benefit - People don't like to feel sad or powerless, so marketer's design or position many products to prevent or reduce the arousal of unpleasant emotions, such as with over-the-counter medications designed to deal with anxiety or depression. Consumer coping in product and service encounters - Involves consumer thought and behaviors in reaction to a stress-inducing situation designed to reduce stress and achieve more desired positive emotions. For example, avoidance is a common coping mechanism when consumers are in a bad mood and don't want to deal with a salesperson that seems happy or be faced with that trade-off and situation, so they delay their purchase decision and avoid the salesperson.

What factors characterize emotion

Environmental events, psychological changes, cognitive thought, behaviors, and subjective feelings.

What physiological changes accompany emotional arousal

Eye pupil dilation, increased perspiration, more rapid breathing, increased heart rate and blood pressure, and enhanced blood sugar level.

Describe the ethical concerns about missing information and the inferences consumers make

False claims about a product create an unethical concern because consumers might believe them and not notice missing info so they might assign their relationship with that brand based on those attributes either that attribute, the available attributes, or weaker than the attributes that are supplied.

Describe the following types of message appeals used to influence or change attitudes

Fear Humor Comparative Emotional Value-Expressive Utilitarian Testimonial Two-Sided

Which lifestyle measurements are product or activity-specific and which are more general

General Measurements include VALS and PRIZM. Product or Activity-Specific includes measuring the demographics, motivations, and use of technology with a Technographic segmentation scheme by Forrester Research and Experian Information Systems.

How does it differ from high involvement learning

High involvement learning is a situation in which the consumer is motivated to process or learn the material, whereas low-involvement is not.

Explain the types of cognitive learning and give examples

Iconic Rote Learning - learning a concept or the association between two or more concepts in the absence of conditioning; for example, associating "Ketoprofin" with the existing concept "headache remedy" Vicarious Learning or Modeling - Observing the outcomes of others' behaviors and adjusting their own accordingly; also using imagery to anticipate the outcome of various courses of action (common in both low and high-involvement situations; for example, purchasing a suit for a new job in which you observe to see what other are wearing at work or from a role model before you go out to buy it. Analytical Reasoning - The most complex form of cognitive learning; in reasoning, individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts; for example, adopting a digital reader such as Kindle to learn about it by relating it to your laptop and word documents.

What are its 3 Primary Motivations

Ideals Motivation - Consumers are guided in their choices by their beliefs and principals rather than by feelings or desire for social approval. They purchase functionality and reliability. Achievement Motivation - Consumers strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others. They purchase status symbols. Self-Expression Motivation - Action-oriented consumers strive to express their individuality through their choices. They purchase experiences.

What factors affect the strength of learning

Importance, Message, Involvement, Mood, Reinforcement, Repetition, and Dual Coding.

What ethical issues arise in using the self-concept in marketing

In the US, marketers use self-concept in marketing to enhance the importance of being beautiful - beautiful being defined as young and slim with a fairly narrow range of facial features. This has caused an ethical issue of individuals developing self-concepts that are heavily dependent on physical appearance rather than other equally or more important attributes.

Explain the strategy that can be used to change the behavioral component of an attitude

Increased Learning - some consumers may not like a certain product although they have never tried it, but if someone else offers it to them, they may try it and end up liking it which turns into increased learning about the product. Virtual Direct Experience - the ability to stimulate experiences with a product in an online context relates to the issue of touch, so by creating a virtual experience, the consumer might be affected by it and increase their beliefs in a positive way and lead to more purchasing of the product/brand.

Utilitarian

Informing the consumer of one or more functional benefits that are important to the target market (most effective for functional products).

Retail Strategy - how can retailers reduce clutter

Instead of advertising everything, promote only those high-margin items or advertise everything in one simple ad.

What is the relationship between involvement and motivation

Involvement is a motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting; needs play a strong role in determining what is relevant or interesting to consumers. Involvement is an important determinant of how consumers process information and learn, how they form attitudes, and make purchase decisions.

What is Product Positioning

It is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.

What is the 5 Factor Model

It is a multi-trait theory that identifies five basic traits formed by genetics and early learning. These traits are extroversion, instability, agreeableness, openness to experience, conscientiousness.

Describe low involvement learning

It is a situation in which the consumer has little or no motivation to process or learn the material. A situation in which one is not interested in gaining knowledge about something new.

What is the Elaboration Likelihood Model (ELM)

It is a theory about how attitudes are formed and changed under varying conditions of involvement. The ELM integrates select individual, situational, and marketing factors to understand attitudes.

Brand/Logo Development - what is co-branding

It is an alliance in which two brands are put together on a single product like Intel Inside in Compaq computers.

What is an attitude

It is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. It is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object.

Why is it important

It is important because it contains the target market's interpretation of the products attributes, benefits, usage situations, users, and manufacturer/market characteristics. Also, it is, in essence, the set of associations consumers have learned about the brand.

Define Maintenance Rehearsal

It is the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory, like repeating the same formula or definition several times before an exam, or repeating the brand name/logo or key benefits. A thought process in which something is repeated until it becomes second nature.

What is sensory discrimination

It is the psychological ability of an individual to distinguish between similar stimuli like sound or food product or the clarity of display on different screens.

What is Brand Equity

It is the value consumers assign to a brand above and beyond the functional characteristics of the product.

What is permission based marketing

It is the voluntary and self-selected nature of such online offerings, where consumers "opt-in" to receive email-based promotions. Consumers control the messages they are exposed to and, consequently are more receptive and responsive to those messages; it has also been able to enhance the effectiveness of mobile marketing on cell phones.

Brand/Logo Development - what is brand extension

It is where an existing brand extends to a new category with the same name such as Levi Strauss becoming Levi.

How is memory constructed

It may be constructed based on limited recall and a series of judgments or inferences.

What does the VALS System measure

It measures psychological characteristics that correlate with purchase patterns by classifying American adults into eight distinct consumer segments.

What does leveraging Brand Equity mean

It refers to when marketers capitalize on brand equity by using an existing brand name for new products. Successful brand leverage generally requires that the original brand have a strong positive image and that the new product fit with the original product on at least one of four dimensions (Complement, Substitute, Transfer, and Image).

Define Long-Term Memory

LTM is viewed as an unlimited, permanent storage. It can store numerous types of information, such as concepts, decisions, rules, processes, and affective states.

What do we mean by Lifestyle

Lifestyle is basically how a person lives. It is how a person enacts her or his self-concept and is determined by past experiences, innate characteristics, and current situation. One's lifestyle influences al aspects of consumption behavior and is a function of inherent individual characteristics that have been shaped or formed through social interaction as the person has evolved through the life cycle.

Manifest and Latent Motives

Manifest Motives are motives that are known and freely admitted. Latent Motives are motives that are unknown to the consumer or were such that they were reluctant to admit them.

How do you measure manifest and latent motives

Manifest motives are measured by using direct questioning that will generally produce reasonably accurate assessments, like "Why do you purchase JCrew clothing?" Latent motives are more complex and measured by projective techniques, which involve research such as a third person technique to provide reasons why other people might buy a certain brand. There's also laddering or constructing a means-end or benefit chain (inferring other benefits from certain benefits from a specific brand until there is nothing left to infer) to measure motives.

Define Memory

Memory is the total accumulation of prior learning experiences. Memory is the compilation of past situations.

What is a Script

Memory of how an action sequence should occur, such as purchasing and drinking a soft drink to relieve thirst, is a type of special schema known as script.

Brand/Logo Development - what are morphemes and phonemes

Morpheme is a semantic meaning and phonemes are sound aspects

What are individual factors affecting attention

Motivation and ability

Define Motivation

Motivation is the reason for behavior. When a consumer feels a gap between a desired state and her or her actual current state, a need is recognized and experienced as a drive state referred to as motivation.

Describe learning via operant conditioning

Operant conditioning attempts to create an association between a response and some outcome that serves to reinforce the response.

What risks are associated with using a celebrity source

Overexposure - if one celebrity endorses too many products, consumers might become less responsive. Negative Behavior - the spokespersons personal behavior might be negative and affect the individual's credibility and, in turn, damage the firm's image.

Categorize

Passive & Internal - Means to have a need to categorize and organize the vast array of information and experiences they encounter in a meaningful yet manageable way, so they establish categories or mental partitions to help them do so. For example, categorizing prices so that different prices connote different categories of goods.

What is Perception

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation. It is exposure, attention, and interpretation (the first three steps in information processing).

How does Information Processing differ from Perception

Perception is the exposure and attention you give to an ad whereas information processing is how you perceive it and stored within your memory to influence purchase and consumption decisions.

What is Personality

Personality is an individual's characteristic response tendencies across similar situations. Two consumers might have equal needs for tension reduction, but differ in their level of extroversion, and as a consequence, engage in very different behaviors designed to satisfy that need.

What is the difference between positive and negative framing of messages

Positive framing in attribute and goal framing emphasizes the benefits of a product and the desirable aspects of the specific attribute, whereas negative framing in attribute and goal framing deemphasizes those attributes and benefits of a product. In attribute framing, positive framing yields the most positive evaluations (like 80% ground beef instead of 20% fat), whereas negative framing is generally more affective in goal framing (not finding the tumor over finding the tumor).

Two-Sided

Presenting both good and bad points that is counterintuitive. Most marketers are reluctant to try such an approach but two-sided messages are generally more effective than one sided messages in changing a strongly held attitude.

What are its 2 Dimensions

Primary Motivation and Resources (reflects the ability of individuals to pursue their dominant self-orientation)

What is the difference between purchase involvement and product involvement

Product Involvement is when consumers are persuaded more by ads that include detailed product information whereas Purchase Involvement is when consumers use attention, analytical processing, information search and word of mouth before actually purchasing a product.

When is one superior to the other

Product or Specific Activity measurements can be used when the marketer needs to develop a marketing strategy that's specific and relevant to their product or service whereas general measurements are used when conducting a marketing strategy that's relevant to a wide variety of products and brands.

What is product placement

Providing exposure to a specific product in entertainment media that consumers won't try to avoid; it shows how and when to use the product, and it enhances the products image.

What is psychographics

Psychographics is defined as the attempts to develop quantitative measures of lifestyle.

What is the Self-Concept

Self-Concept is defined as the totality of the individual's thoughts and feelings having reference to him or herself as an object. It is composed of the attitudes that you hold toward yourself.

Discuss the nature of short-term memory in terms of its endurance and capacity

Short-term memory has a limited capacity to store information and sensations; It is closely related to what we normally call thinking. It is an active dynamic process, not a static structure, and information decays quickly.

What are stimulus factors affecting attention

Size = Events like when radio stations come to stores for a type of promotion - they usually have a large turnout Intensity = Using a celebrity to grab attention like the recent mobile game app that used Kate Upton everywhere online and on social media Attractive Visuals = The recent Sperry's commercial that doesn't really say anything but portrays a lot of good looking people having a good time on a boat wearing their Sperry's Color and movement = iTunes/Apple with their upbeat and colorful commercials that has a dancer throughout the whole commercial Position = Candy right by the check out lanes at grocery stores that are right at most children's eye level Isolation = The world wildlife fund print ads that illustrated animals in the center of the add with white space all around it and then highlighted the part that the world kills those animals for with a statistic indicating them as an endangered species Format = Truth Orange print ads that are very straightforward with their message Contrast and expectations = Geico and their recent unskippable commercial on YouTube that is so short that you can't skip and freezes after two seconds but it makes you want to keep watching it. Its contrasts the whole concept of the commercial and what we would expect but very effective Interestingness = "Slow Down" commercials that shows two people about to crash and then stops right before to try to prevent it Information quantity = The Sony Xperia phone and how it can be used with anyone who owns a PS4 as a controller

Retail Strategy - what is ambient scent

Smell that attracts customers to the atmosphere of the store.

How are they used in marketing

Stimulus Discrimination is used when marketers want consumers to perceive their brands as possessing unique and important features compared with other brands. Stimulus Generalization is used for building brand equity and opportunities for brand extensions.

Compare and contrast Stimulus Generalization and Stimulus Discrimination

Stimulus Discrimination or differentiation refers to the process of learning to respond differently to similar but distinct stimuli whereas Stimulus Generalization or the "rub-off effect" occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

Describe the two routes to persuasion

The Central Route - High involvement attitude change by which consumers deliberately and consciously process those message elements that they believe are relevant to a meaningful and logical evaluation of the brand Peripheral Route - Low involvement attitude change in which consumers form impressions of the brand based on exposure to readily available cues in the message regardless of their relevance to the brand or decision.

What is meant by interpretation

The assignment of meaning to sensations

List the methods used to measure the behavioral attitude component and give an example of each

The behavioral attitude component can be measured with direct and indirect approaches. For example, actual behaviors and tendencies can be measured with direct questioning like, "How likely is it that you will buy a diet coke?" Indirect questioning can be used when estimating behaviors of other people similar to themselves on topics like alcohol and eating patterns.

What is the Extended Self

The extended self consists of the self plus possessions; that is, people tend to define themselves in part by their possessions. Some possessions are not just a manifestation of a person's self-concept; they are an integral part of that person's self-identity.

What does it mean to be above or below a just noticeable difference (JND)

The higher the initial level of an attribute, the greater that attribute must be changed before it is noticed. Like a pretzel containing little salt is added a little more salt making it taste different so it might get noticed.

What are the differences between the two routes

The peripheral route is based on little or no elaborative processing whereas the central route does.

What 3 factors determine which stimuli an individual will attend to

The stimulus, the individual, and the situation.

Define Elaborative Activities

The use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information; Serve to redefine or add new elements to memory. Using old memories to enhance new ones.

Brand/Logo Development - how do logo design and typographics affect interpretation of a brand

They affect how we perceive them, whether they are better or worse, how they have changed over time, and how they want to impact the consumer lifestyle.

How do smart banners use the concept of involvement to gain attention

They are ads that are actively based on terms used in search engines to target that persons interests.

What are two critical tasks of advertisements and which perception step corresponds to each task

They are capturing attention (exposure and attention) and convey meaning (interpretation).

How are marketers dealing with this phenomenon of ad avoidance

They are integrating their products within media such as product placement and pop up ads that make it impossible for consumers to avoid.

What factors reduce the consistency among attitude components

They are lack of need, lack of ability, relative attitudes, attitude ambivalence, weak beliefs and affect, and interpersonal and situational influences.

What are infomercials

They are program length television commercials with a toll-free number and/or web address through which to order or request additional information. These positively affect brand attitudes and purchase intentions.

Which component of attitude is the campaign trying to change

They are trying to change the cognitive component because it has to do with the beliefs about a company/brand.

Retail Strategy - what are cross promotions

They are where signage in one area of the store promotes complementary products in another like milk signage in the cookie aisle.

How do marketers utilize this knowledge

They have utilized this knowledge placing their brands within entertainment media to gain exposure.

Package Design and Labeling - what are two critical tasks of packaging

They must attract attention and convey information.

How do Perceptual Maps help with Positioning and Repositioning

They offer marketing managers a useful technique for measuring and developing a products position. It takes consumers' perceptions of how similar various brands or products are to each other and relate these perceptions to product attributes.

Package Design and Labeling - what consumer information is provided on packages

They provide warning labels and potential risks as well as info about the product.

How do marketers utilize this

They utilize this by attracting attention independent of individual or situational characteristic through characteristics that make it hard for the consumer to ignore.

Fear

Use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered (both physical and social fears).

Brand/Logo Development - how can linguistics affect interpretation of brand names

Using one word in a different language may not have the same meaning or context in that language for the same brand.

List the methods used to measure the affective attitude component and give an example of each

Verbal scales as well as SAM and AdSAM are used to measure the affective attitude component. For example, to measure the pleasure-arousal dominance of a brand, marketers would use the "PAD" approach from the Self-Assessment Manikin "SAM" that provides visual representations of 232 emotional adjectives.

What is an Emotion

We use emotion to refer to the identifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling.

What is meant by Exposure

When a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. It provides consumers with the opportunity to pay attention to available information but in no way guarantees it.

Are the components of an attitude consistent

Yes, because a change in one attitude component tends to produce related changes in other components. This is the basis for a substantial amount of marketing strategy.

Are celebrity sources credible

Yes, because some are experts in certain areas/professional athletes that gives them the credibility to endorse a specific product like Nike or a specific guitar brand that they may use themselves.

Do marketers use different appeals for manifest versus latent motives

Yes, in order to communicate the marketing message effectively with the overall strategy, different appeals must be used for each.

How can one measure self-concept

You can measure self-concept with the Semantic Differential approach, which has a set of fifteen pairs of adjectives that describe the ideal, actual, and social self-concepts of individuals as well as using images. Using this scale will determine the actual and desired private and social self-concepts. This instrument can be used to ensure a match between the self-concept of a target market, the image of a brand, and the characteristics of an advertising spokesperson.

Media Strategy - how can GPS technology be used in outdoor mobile ads

You could be walking somewhere and get a cell phone alert because you were walking past a specific ad or location to make you want to stop and walk in.

What are zipping, zapping, and muting

Zipping occurs when one fast-forwards through a commercial on a prerecorded program, zapping involves switching channels when a commercial appears, and muting is turning the sound off during commercial breaks.