ADV 318J Dudo Exam 2

Thorson and Moore's Strategic Planning Triangle

1) identify and profile target segments 2) consolidate the value proposition for the brand 3) select a mix of persuasion tools

elaboration likelihood model c=b p=a

ELH start- involvement via motivation and ability central route- cognitive procession> enduring attitudes peripheral route- cues>short term attitude route

T/F Consumer behavior is often straightforward and consistent

False

only quality research can help improve the effectiveness of...

IBP efforts

geo-demographic

Identifies neighborhoods with common demographics

multi-attribute attitude model

MAAMS-used to analyze brand attitudes

what is brand loyalty?

Typified by high involvement and high prior experience, leading to the repeated purchase of a single brand to fulfill certain needs.

most famous profession publication for developmental research?

USA census

psychological obstacles 3 things ac cc pr

ad clutter (too much & tune out rest) cognitive consistency (we resist info) psychological reaction (strengthen views to ignore others)

segmentation methods (there are 6) -demographics a g r m s o

age gender race marital status Socioeconomic status (income + education) occupation

What is consumer behavior?

all things related to how humans operate as consumers

sociocultural perspective

approaches consumers as social beings whose behavior is largely directed by social forces

Psychological Perspective

approaches consumers as systematic decision makers who process information

what are some misuses of research that occur frequently?

asking wrong questions using wrong methods misinterpretting the results generalizations representativeness

info processiong and perceptual defence...4 steps at c ac r

attention comprehension acceptance retention

what is the psychological process- how does advertising interact with consumer minds? a ba sb

attitude- overall eval =. of thing that varies along continuum (like/dislike) brand attitude- summary eval that reflects preferences for various product and services salient beliefs- handful of beliefs that are from brand attitude

psychological perspective includes... A M D C

attitude/beliefs memories & experience decision rules cognitive ability

STP strategies must evolve

because the IBP field is so dynamic so brands must consistently assess and update their STP strategies

developing positioning theme (4 common themes) b u c h

benefit (primary benefit consumers expect) user (focus on target and who should have brands values) competitive (comparing) hybrid (combined themes)

developmental research 4 common practices for secondary research b g c p

brand governement commericial professional publications

what target segment is a brand's asset but difficult to convert from competition?

brand loyal user

how do the 4 modes of decision making vary?

by involvement (how purchase matters to you)

Olivia is a mother whose girl is six months old. She purchased a stage 2 car-seat. For several weeks after, Olivia continued to look at other brands, gathering information from manufacturers and retailers as well as consumer reviews. Olivia is most likely experiencing ______________. a. Customer satisfaction b. Cognitive response c. Brand attitude development d. Cognitive dissonance

cognitive dissonance

five criteria of segmenting c d g a b

commitment levels demographics geography aois benefits

Consumer behavior is...

complex and varied due to many influences

The STS cycle needs

constant maintenance

advertisers want .... (three things after purchase)....

conversion brand loyalty brand ambassadors

segmentation methods- geography (there are 6..again) c r c s n g

county region state city neighborhood geodemographic

According to the McCracken model of meaning transfer, meaning moves from the ______________ to the goods that consumers use through various institutions like the advertising and fashion system. a. Consumer goods b. Institutions of meaning transfer c. Culturally constituted world d. Individual consumers

culturally constitudedworld

developmental research 6 common practices for primary research d c a f p f

design thinking concept testing audience profiling field work projective techniques focus groups

in diverse markets, you must...

develop and market specific brands to specifc segments of potential consumers

three basic areas of IBP research d m r

development messages results

which target segment is an important business-opportunity? (point of entry markeitng)

emergency users

consumer benefits come in what forms...

emotional & functional ex: Oakley ad

consumers may be receptive to advertising...

especially functional ads

consumer satisfaction is........

essential

MAAMS procedure (4 things) ec iw cs b

evaluative criteria importance weights consideration set beliefs

when buying stuff to remodel a home?

extended problem solving

which of the following does not represent a demographic category? gender income occupation extrovert age

extrovert

For everyday household goods like toothpaste, toilet paper, cleansers, and even cars, the family that one is raised in is not a very good predictor of what brands one will choose as an adult. a. True b. False

false

When a family purchases a new home, they immediately begin to make it their own by painting the walls, making minor changes to various rooms, and even completely cleaning the carpets even though they have obviously already been cleaned recently. The family is engaging in a set of exchange rituals in order to transfer meaning from the house to the family (and vice versa). a. True b. False

false

t/f any research conducted to inform IBP strategy is good research

false

t/f the advertiser's work is done when it gets the consumer to purchase their brand

false

t/f a consumer is apt to use the habit more when making purchase decisions relative to a product for which they have ample experience, but little invovlement

false

t/f if assembled brilliatenly an IBP campaign can effectively convey the brand's intended message to anyone who comes in contact with it

false

The consumer decision-making process ends with the purchase of the product and brand the consumer has evaluated, and then chosen to fulfill her needs. a. True b. False

false the consumer-decision making process ends with post-purchase use & evaluation

our primary function of advertising is to generate....

favorable brand recognition so that they're immediately thought of when a consumer enters search mode

STP marketing is the foundation

for any effective IBP campaign

When marketers ask a question concerning whether or not men and women are really all that different in any meaningful way when it comes to the consumption of their products or brands, they are most concerned with the question of ___________. a. Community b. Race and ethnicity c. Politics d. gender

gender

what mode did apple have in mind with the Justin Long campaign?

habit

what mode is most likely used when buying cereal?

habit or variety seeking

which is the primary target segment?but sometimes a waste of budget?

heavy users

ADV and IBP become critical when

helping convince consumers that the difference is meaningful

brand loyalty

high involvement, high experience repeatedly purchases to fulfill a specific need

extended problem solving

high involvement, low experience deliberate careful search

how are demographics generally used?

in combo with other criteria (usage patterns) as a starting point of segmentations

what are types of information search

internal - consumers search their experience and knowledge external- seek info to aid a purchasing decison from external sources

evoked set of information

internal search first set of brands to come to mind

Advertisers are often interested in knowing things such as the age of the youngest child, the size of the family, and the family income. The age of the youngest child at home tells an advertiser where the family is in terms of its needs and obligations (i.e., toys, investments for college savings, clothing, and vacations). When the youngest child leaves home, the family's consumption patterns change. Advertisers like to track the age of the youngest child living at home and use it as a planning criterion. This is known as the _______________. a. Identity b. Family c. Taste d. Life-stage

life-stage

habit or variety seeking

low invovlement, high experience most common mode

limited problem solving

low invovlement, low experience common, less systematic

rational decison making

making cognitive judgements

what are options for evaluating?

making comparisons- narrow options down to consideration set evaulative criteria- characteristics of the brand

to get consumer satisfaction...advertisers want to do (4 things) mcg fbe rp a

minimize cognitive dissonance fulfill brand expecations make consumers feel good (reinforcement programs) consumers to become an advocate

process of consumer decision making nipp

need recognition information search & evaluation purchase post purchase and evaluation

value proposition

never lose sight of brand's core value

Is this valid or not? You are measuring people's favorability towards a brand off of an ad?

no you think you're measuring favorability of the brand, but you're actually measuring favorablity towards the ad

which target segment has the lowest level of opportunity?

non users

types of consumers: 5 types n h b s e

non users heavy users brand loyal users switchers/variety seekers emergency users

65%

of company's average business from comes present, satisfied consumers

91%

of dissatisfied customers will never buy again

Successful IBP comes from understanding your...

potential consumers

whats the difference between primary and secondary research?

primary- on your own (more time consuming, more expensive) secondary- using other sources

strengths and weaknesses of focus group

provides depth data and detail, flexiblity, context in which to test an idea can't generalize, very small samples of target audience (dominant personality, moderator)

another segmentation methods is...

psychographics (lifestyle segmentation ,AOIs)

What are the perspectives of consumer behavior?

psychological sociocultural

IBP comes in two forms...

qualitative ( not dealing with numbers) quantitative- empirical data, measured (cost prohibited)

Two ways to make a decision...what are they?

rational heurtistic

STP cycle when re-doing

re-assess stp strategy pursue product differentiation beware of too much differentiation

Judging research quality..you look at (4 things) r & v t & m

reliability and validity trustworthiness and meaningful

reliability and validity relationship

reliability is necessary, but insufficient component of validity- research must be deemed valid to be useful

How to IBP professional comes to understand and connect with consumers?

research

IBP research

research that helps in the development, execution, or evaluation of advertising & IBP

when choosing target segments consider..

segment size (usage rates & potential) competition if segment represents an untapped niche if you can effectively deliver to segment logicitics

STP stages

segmenting targeting positioning

sociocultural perspective includes.... s s l c

socioeconomic status social class living conditions cultural norms

Advertising IBP plan...

specifies the thinking, tasks, and timetable needed to conceive and implement an effective advertising effort

which target segment is the costly target segment?

switchers/variety seekers

consumer behavior is often NOT.....

systematic and logical

Bill Bernbach

thought research impeded good advertising says research could suppress creative ideas

Opinion leaders influence the opinions and behaviors of consumers, which reinforces a brand's authenticity and multiplies the effect of its advertising and integrated brand promotion. a. True b. False

true

When owners of Timberland, Apple, or Mountain Dew experience a sense of connectedness by virtue of their common ownership or usage, a brand community exists. a. True b. False

true

t/f ibp research can help design more effective IBP efforts

true

physiological assessment of ADV

trying to understand poeple by analyzing and understand their physiology

Segmentationb methods

usage patterns and commitment levels

heuristic decision making

using mental shortcuts

to create ads that resonate....

you have to understand what needs your consumers want filled and how to align your product with those needs

commercial data...

you know what databases to consult