Chapter 5_defs_first

Chapter 5_defs_first - Contemporary Advertising...

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Unformatted text preview: Contemporary Advertising Contemporary Chapter 5: Definitions Chapter Definitions The definitions given, you generate terms Twelfth Edition Arens, Weigold, Arens Run “slideshow” in PowerPoint to view Marketing Marketing The process of planning and executing the The conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations (p.141) individuals Utility Utility A product’s ability to provide both symbolic or product’s psychological want satisfaction and functional satisfaction. A product’s problem-solving potential may include form, time, place, or possession of utility (p. 141) (p. Exchange Exchange The trading of one thing of value for another thing of The value (p. 141) (p. Current Customers Current People or organizations who consume goods and People services (p. 144) services Prospective Customers Prospective People who are about to make an exchange or are People considering it (p. 144) considering Centers of Influence Centers Customers, prospective customers, or opinion leaders Customers, whose opinions and actions are respected by others (p. 144) (p. Market A group of potential customers who share a common group interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price. Also, an element of the media mix referring to the various targets of a media plan (p. 144) (p. Consumer Markets Consumer Market comprised of people who buy goods and Market services for their own use (p. 144) services Business Markets Business Organizations that buy natural resources, component Organizations products , and services that they resell, use to conduct their business, or use to manufacture another product their (p. 144) (p. Reseller Markets Reseller Individuals or companies that buy products for the Individuals purpose of reselling them (p. 145) purpose Industrial Markets Industrial Individuals or companies that buy products needed Individuals for the production of other goods or services such as plant equipment and telephone systems (p. 145) (p. Government Markets Government Governmental bodies that buy products for the Governmental successful coordination of municipal, state, federal, or other government activities (p. 146) (p. Transnational (Global) Markets Transnational Consumer, business and government markets located Consumer, in foreign countries (p. 146) in Marketers Marketers Any person or organization that has products, Any services, or ideas to sell (p. 146) services, Consumer Behavior Consumer The activities, actions, and influences of people who The purchase and use goods and services to satisfy their personal household needs and want (p. 147) (p. Organizational Buyers Organizational People who purchase products and services for use in People business and government (p. 147) (p. Consumer Decision Process Consumer The series of steps a consumer goes through in The deciding to make a purchase (p. 147) deciding Personal Processes Personal The internal, human operations – perception, learning The and motivation – that govern the way consumers discern raw data (stimuli) and translate them into feelings, thoughts, beliefs and actions (p. 148) Interpersonal Influences Interpersonal Social influences on the consumer decision-making Social process, including family, society, and cultural environment (p. 148) Nonpersonal Influences Nonpersonal Marketing activities that use some medium as an Marketing intermediary for communication, including advertising, direct marketing, public relations, collateral materials, and sales promotion (p. 148) collateral Evaluation of alternatives Evaluation Consideration of the attributes of brands the Consideration consumer would consider (p. 148) consumer Post-Purchase Evaluation Post-Purchase Determining whether a purchase has been a Determining satisfactory or unsatisfactory one (p. 148) Perception Perception Our personalized way of sensing and comprehending Our stimuli (p. 148) stimuli Stimulus Stimulus Physical data that can be received through the senses Physical (p. 149) Perceptual Screens Perceptual The physiological or psychological perceptual filters The that messages must pass through (p. 149) Physiological Screens Physiological The perceptual screens that use the five senses to The detect incoming data and measure the dimension and intensity of the physical stimulus (p. 149) Psychological Screens Psychological The perceptual screens consumers use to evaluate, The filter, and personalize information including values, attitudes, personality and lifestyle (p. 149) Self-Concept Self-Concept The images we carry in our minds of the type of The person we are and who we desire to be (p. 150) Selective Perception Selective The ability of humans to select from the many The sensations bombarding their central processing unit those sensations that fit well with their current or previous experiences, needs, desires, attitudes, and beliefs, focusing attention on some things and ignoring others (p. 150) Cognition Cognition The point of awareness and comprehension of a The stimulus (p. 150) Mental Files Mental Stored memories in the consumer’s mind (p. 150) Learning Learning A relatively permanent change in though processes or relatively behavior that occurs as a result of reinforced experience (p. 151) Cognitive Theory Cognitive An approach that views learning as a mental process An of memory, thinking, and the rational application of knowledge to practical problem solving (p. 151) Conditioning Theory Conditioning The theory that learning is a trial-and-error process. The Also called stimulus-response theory (p. 151) Stimulus-Response Theory Stimulus-Response Also called conditioning theory. Some stimulus Also triggers a consumer’s need or want, and this in turn creates a need to respond (p. 151) Persuasion Persuasion A change in thought process or behavior that occurs change when the change in belief, attitude, or behavioral intention is caused by promotion communication (such as advertising or personal selling) (p. 151) Elaboration Likelihood Model Elaboration A theory of persuasion. Theorizes that the route of theory persuasion depends on the consumer’s involvement with the product and the message. Higher levels of involvement lead to a focus on product-related information, such as attributes and benefits. Those with low involvement have little reason to attend to a message, leading to few if any brand beliefs, attitudes, or purchase intentions (p. 152) (p. Central Route to Persuasion Central One of two routes in the ELM. When consumers have One a high level of involvement with the product or the message, they pay attention to the product-related information in an ad, such as product attributes and benefits (p. 152) benefits Peripheral Route to Persuasion Peripheral The ELM suggests this characterizes people who The have low involvement with the product or message have little or no reason to pay attention to it. Typical of advertising for many everyday low-involvement purchases such as many consumer packaged goods: soap, cereal, toothpaste, and chewing gum (p. 152) Attitude Attitude The acquired mental position – positive or negative – The regarding some idea or object (p. 153) Brand Interest Brand An individual’s openness or curiosity about a brand (p. 153) Brand Loyalty Brand The consumer’s conscious or unconscious decision – The expressed through intention or behavior – to repurchase a brand continually. This occurs because the consumer perceives that the brand has the right product features, image, quality or relationship at the right price (p. 154) (p. Motivation Motivation The underlying drives that stem from the conscious or The unconscious needs of the consumer and contribute to the individual consumer’s purchasing actions (p. 154) Needs Needs The basic, often instinctive, human forces (hunger, The thirst) that motivate us to do something (p. 154) thirst) Wants Wants Desires learned from experience during a person’s Desires lifetime (p. 154) Hierarchy of Needs Hierarchy Maslow’s theory that the lower biological or survival Maslow’s needs are dominant in human behavior and must be satisfied before higher, socially acquired needs become meaningful (p. 155) Negatively Originated Motives Negatively Consumer purchase and usage based on problem Consumer removal or problem avoidance. To relieve such feelings, consumers actively seek a new or replacement product (p. 156) Informational Motives Informational The negatively originated motives, such as problem The removal or problem avoidance, that are the most common energizers of consumer behavior (p. 156) Positively Originated Motives Positively Consumer’s motivation to purchase and use a product Consumer’s based on a positive bonus that the product promises, such as sensory gratification, intellectual stimulation, or social approval (p. 156) Transformational Motives Transformational Positively originated motives that promise to Positively “transform” the consumer through sensory gratification, intellectual stimulation, and social approval. Also called reward motives (p. 156) Social Classes Social Traditional divisions in societies by sociologists – Traditional upper, upper-middle, lower-middle, and so on – who believed that people in the same social class tended toward similar attitudes, status symbols and spending patterns (p. 157) Reference Groups Reference People who we try to emulate or whose approval People concerns us (p. 158) Opinion Leaders Someone whose beliefs or attitudes are respected by Someone people who share an interest in some specific activity (p. 160) Culture Culture The whole set of meanings, beliefs, attitudes, and The ways of doing things that are shared by a group and handed down through generations (p. 160) handed Subculture Subculture A segment within a culture that shares a set of segment meanings, values or activities that differ in certain respects from those of the overall culture (p. 161) Environment Environment Surroundings that can affect the purchase decision (p. 162) Evoked Set Evoked The particular group of alternative goods or services a The consumer considers when making a buying decision (p. 163) Evaluative Criteria Evaluative The standards a consumer uses for judging the The features and benefits of alternative products (p. 163) Theory of Cognitive Dissonance or Post-Purchase Dissonance Post-Purchase The theory that people try to justify their behavior by The reducing the degree to which their impressions or beliefs are inconsistent with reality (p. 164) Jon Steele Jon Perhaps the most famous account planner in the Perhaps history of advertising. Very influential in bringing the planning perspective from Europe to the U.S. (p. 164) ...
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This note was uploaded on 02/13/2011 for the course ADV 3008 taught by Professor Weigold during the Spring '08 term at University of Florida.

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