Term
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Definition
| overexposure to repetitive advertising that causes individuals to become satiated and their attention and retention to decline |
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Term
| Behavioral Learning Theory |
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Definition
| theory based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as a stimulus response theory |
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Term
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Definition
| observable responses to promotional stimuli, i.e. repeat purchase behavior rather than attitude toward the product or brand |
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Term
| Broad Categorizers vs. Narrow Categorizers |
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Definition
| broad categorizers are uninvolved consumers who are likely to be receptive to a greater number of advertising messages regarding a product category and will consider more brands. Narrow categorizers are highly involved consumers that find fewer brands acceptable |
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Term
| Central and Peripheral Routes to Persuasion |
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Definition
| a promotional theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route) |
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Term
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Definition
| when consumers recode what they have already encoded to include larger amounts of information |
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Term
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Definition
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Term
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Definition
| When two brands are featured on a single product, i.e. Coke made with splenda |
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Term
| Cognitive Associative Learning |
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Definition
| the learning of associations among events through classical conditioning that allows the organism to anticipate and represent its environment |
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Term
| Cognitive Learning Theory |
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Definition
| a theory of learning based on mental information processing, often in response to problem solving |
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Term
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Definition
| a function of the message characteristics, the consumer’s opportunity and the ability to process the information and the consumer’s motivation to do so (i.e. level of involvement) |
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Term
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Definition
| according to Pavlovian theory, conditioned learning results when a stimulus paired with another stimulus that elicits a known response and serves to produce the same response by itself. Think Pavlov’s dog |
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Term
| Conditioned Vs. Unconditioned Stimuli |
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Definition
| when consumers associate new products bearing a well-known symbol or brand name with the original product in the belief that it embodies the same attributes as the name it is associated with versus associating a brand name with an endorsement or other non-product related element |
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Term
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Definition
| testing an advertisement either before or after it runs to determine either if it should be redone beforehand or if it is effective after it runs |
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Term
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Definition
| stimuli that give direction to consumer motives (i.e. suggest a specific way to satisfy a salient motive) |
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Term
| Elaboration Likelihood Model (ELM) |
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Definition
| theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective. Goes with Central/peripheral routes to persuasion |
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Term
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Definition
| the process by which individuals select and assign a word or visual image to represent a perceived object or idea |
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Term
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Definition
| the practice of marketing several company products under the same brand name. i.e. Virgin mobile, Virgin Atlantic |
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Term
| Hemispheral Lateralization |
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Definition
| Learning theory in which the basic premise is that the right and left hemispheres of the brain “specialize” in the kinds of information that they process. Also called split brain theory |
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Term
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Definition
| situation in which the consumer is presented with too much product or brand-related information |
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Term
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Definition
| cognitive theory of human learning patterned after computer information process that focuses on how information is stored in human memory and how it is retrieved |
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Term
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Definition
| behavioral theory of learning based on a trial-and-error process, with habits formed as the result of positive experiences (reinforcement) resulting from specific behaviors |
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Term
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Definition
| the greater the number of competitive ads in a product category, the lower the recall of brand claims in a specific ad |
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Term
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Definition
| theory of consumer learning postulating that consumers engage in a range of information processing activity, from extensive to limited problem solving, depending on the relevance of the purchase |
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Term
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Definition
| the use by manufacturers and retailers of well-known brands, celebrity or designer names (for a fee), to acquire instant recognition and status for their products |
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Term
| Massed vs. Distributed Learning |
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Definition
| compressing the learning schedule into a short time span to accelerate consumer learning vs. learning spaced over a period of time to increase consumer retention |
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Term
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Definition
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Term
| Modeling, Observational, and Vicarious Learning |
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Definition
| a process by which individuals observe the behavior of others, remember it, and imitate it. Also known as modeling |
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Term
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Definition
| an unpleasant or negative outcome that serves to encourage a specific behavior (not to be confused with punishment, which discourages repetition o fa specific behavior |
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Term
| Neo-Pavlovian Conditioning |
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Definition
| the creation of a strong association between the conditioned stimulus (cs), and unconditioned stimulus (US) requiring (1), forward conditioning, (2) repeated pairings of the CS and US; (3) a CS and US that logically belong together; (4) a CS that is novel and unfamiliar; and (5) a US that is biologically or symbologically salient |
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Term
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Definition
| using consequences to modify the occurrence and form of behavior. Differs from classical conditioning in that it modifies voluntary behavior. Involves punishment and reinforcement |
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Term
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Definition
| without active involvement, individuals process and store right-bran (nonverbal, pictorial) information |
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Term
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Definition
| a favorable outcome to a specific behavior that strengthens the likelihood the behavior will be repeated |
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Term
| Pretesting and Posttesting |
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Definition
| testing an advertisement before it runs to see if any elements should be revised before major media expenses are incurred. Testing an ad after it runs to see the effectiveness and see if any elements should be revised for future ads |
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Term
| Product Category, Product Form and Product Line Extensions |
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Definition
o Line extension: adding related products to an already established brand (based on stimulus generalization theory)
o Form extension: changing products within a type, i.e. crest toothpaste to whitestrips
o Category extension: generally target new market segments, like Neutrogena coming out with a men’s line |
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Term
| Recognition and Recall Tests |
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Definition
| tests conducted to determine whether consumers remember seeing an ad, the extent to which they have read it or seen it and can recall its content, their resulting attitudes toward the product and the brand, and their purchase intentions |
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Term
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Definition
| positive or negative outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimulus |
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Term
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Definition
| basic concept that increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting |
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Term
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Definition
| the stage of information processing in which individuals recover information from the long-term storage |
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Term
| Sensory, Short-Term, and Long-Term Stores |
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Definition
o Short Term: the stage of real memory in which information received from the sensory store for processing is retained briefly before passing into the long-term store or forgotten.
o Long Term: the stage of real memory where information is organized, reorganized, and retained for relatively extended periods of time |
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Term
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Definition
| reinforcement performed before the desired consumer behavior actually takes place |
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Term
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Definition
| the ability to select a specific stimulus from among similar stimuli because of perceived differences |
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Term
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Definition
| the inability to perceive differences between slightly dissimilar stimuli |
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Term
| Stimulus Reponse Theories |
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Definition
| the premise that observable responses to specific external stimuli signal that learning has taken place |
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Term
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Definition
| learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object |
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Term
| Attitude-Toward-Behavior Model |
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Definition
| model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable |
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Term
| Attitude Toward Object Model |
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Definition
| model that proposes that a consumer’s attitude toward a product or brand is a function of the presence of certain attributes and the consumer’s evaluation of those attributes |
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Term
| Attitude Toward the Ad Model |
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Definition
| model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and beliefs and attitudes toward the brand |
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Term
| Attributions toward others |
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Definition
| when consumers feel that another person is responsible for either positive or negative product performance |
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Term
| Attribution Toward things |
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Definition
| consumers judge a product’s performance and attribute its success or failure to the product itself |
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Term
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Definition
| theory concerned with how people assign causality to events, and form or alter their attitudes after assessing their own or other people’s intentions |
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Term
| Cognitive Dissonance Theory |
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Definition
| the discomfort or dissonance that consumers experience as a result of conflicting information |
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Term
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Definition
| theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution) |
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Term
| Door In The Face Technique |
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Definition
| a large, costly first request that is probably refused is followed by a second, more realistic, less costly request |
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Term
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Definition
| a component of the functional approach to attitude-change that suggests that consumer wants to protect their self-concepts from inner feelings of doubt |
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Term
| Foot In The Door Technique |
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Definition
| theory of attitude change that suggests individuals form attitudes that are consistent with their own prior behavior |
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Term
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Definition
| an attitude-change theory that classifies attitudes in terms of four functions: utilitarian, ego-defensive, value-expressive, and knowledge functions |
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Term
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Definition
| a method of assessing the likelihood of a consumer purchasing a product or behaving in a certain way |
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Term
| Internal and External Attributions |
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Definition
o Internal: consumers attribute their success in using a product or source to their own skill
o External: a theory that suggests that consumers are likely to credit their success to outside sources ( like their degree or other persons) |
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Term
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Definition
| a component of the functional approach to attitude-change theory that suggests that consumer have a strong need to know and understand the people and products with which they come into contact |
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Term
| Multi-attribute Attitude Models |
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Definition
| attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs |
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Term
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Definition
| a theory that suggests that consumers develop attitudes by reflecting on their own behavior |
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Term
| Theory of Reasoned Action |
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Definition
| a comprehensive theory of the interrelationship among attitudes, intentions, and behavior |
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Term
| Theory of Trying to Consume |
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Definition
| recasts the “theory-of-reasoned-action” model by replacing actual behavior with trying to behave as the variable to be explained and/or predicted |
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Term
| Tricomponent Attitude Model |
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Definition
| an attitude model consisting of three parts: a cognitive (knowledge) component, an affective (feeling) component, and a conative (doing) component |
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Term
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Definition
| a component of the functional approach to attitude-change theory that suggests consumer hold certain attitudes partly because of the brand’s utility |
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Term
| Value Expressive Function |
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Definition
| a component of the functional approach to attitude-change theory that suggests that attitudes express consumers’ general values, lifestyles, and outlook |
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Term
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Definition
| defined as wordplay, often used to create a double-meaning, used in combination with a relevant picture, like a picture of Absout vodka labeled “Absolut Perfection.” |
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Term
| Audience vs. Consumer Profiles |
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Definition
o Audience: psychographic/demographic profile of the audience of a specific medium
o Consumer: Psychographic/demographic profile of actual or proposed consumers for a specific product or service |
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Term
| Broadcasting vs. Narrowcasting |
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Definition
o Broadcasting: where large audiences are reached with the same electronic or print messages. Becoming obsolete.
o Narrowcasting: a technique that allows marketers to send very directed messages to smaller audiences on an ongoing basis |
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Term
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Definition
| hired by companies to use products with family and friends, as well as in public in order to increase product recognition “informally.” |
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Term
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Definition
| advertising that explicitly names or otherwise identifies one or more competitors of the advertised brand for the purpose of claiming superiority either on an overall basis or an on selected product attributes |
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Term
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Definition
| ads or messages within ads that the FTC requires a company to run correcting their deceptive claims in previous advertising |
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Term
| Direct Marketing vs. Direct Mail |
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Definition
o Direct marketing: a marketing technique that uses various media (mail, print, broadcast, etc) to solicit a direct response from a consumer. Also known as database marketing.
o Direct mail: advertising that is sent directly to the mailing address of a targeted consumer |
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Term
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Definition
| agency that determines whether an ad is deceptive |
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Term
| Formal vs. Informal Communications Sources |
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Definition
o Formal: a source that speaks on behalf of an organization—either a for-profit (commercial) or a non-for-profit organization
o Informal: acquaintance that gives product info or advice |
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Term
| Institutional Advertising |
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Definition
| advertising designed to promote a favorable company image rather than specific products |
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Term
| Interpersonal vs. Impersonal Communications |
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Definition
o Interpersonal: communication that occurs directly between two or more people by mail, e-mail, in person, phone, etc.
o Impersonal: communication directed to a large and diffuse audience, with no direct communication between source and receiver. Also known as mass communication. |
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Term
| One-sided vs. Two-sided Messages |
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Definition
| a one-sides message tells only the benefits of a product or service; a two-sided message also includes some negatives, thereby enhancing the credibility of the marketer |
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Term
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Definition
| a person who informally gives product information and advice to others |
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Term
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Definition
| magazines charging more for ads on front, back, and inside covers because of their greater visibility |
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Term
| Positive vs. Negative Framing Strategies |
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Definition
| positive is stressing the benefits to be gained by using a product, whereas negative is stressing the benefits to be lost by not using the product |
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Term
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Definition
| a barrier to message reception (i.e. competing advertising messages or distracting thoughts) |
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Term
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Definition
| when commercial or noncommercial messages appear in space or time that is not paid for and usually reserved for editorial messages |
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Term
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Definition
| a basic concept that increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting |
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Term
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Definition
| advertisements that are created for a certain target group to identify with them |
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Term
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Definition
| the tendency for persuasive communications to lose the impact of source credibility over time (i.e. the influence of a message from a high credibility source tends to decrease over time; the influence of a message from a low credibility source tends to increase over time |
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Term
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Definition
| the perceived honesty and objectivity of the source of the communication |
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Term
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Definition
| those that consistently give bad ratings and publicity (usually online) to different products and companies |
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Term
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Definition
| the memory of a negative cue (low credibility source) simply decays faster than the message itself, leaving behind primary message content |
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Term
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Definition
| someone paid to give an endorsement or testimonial, even if they do not actually approve of the product |
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Term
| Autonomic (unilateral) Decisions |
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Definition
| a purchase decision in which either the husband or the wife makes the final decision |
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Term
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Definition
| the audience’s perception of the endorser’s expertise and trustworthiness |
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Term
| Comparative Reference Groups |
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Definition
| a group whose norms serve as a benchmark for highly specific or narrowly defined types of behavior |
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Term
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Definition
| groups that are dedicated to providing consumers with assistance in making the “right” purchase decisions and in avoiding “poor” decisions; sometimes based on political activism such as avoiding products manufactured in sweat shops and other unhealthy worker environments. Also called consumer activists and consumer advocates |
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Term
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Definition
| the willingness of consumers to adopt the norms, attitudes, and behavior of reference groups |
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Term
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Definition
| the process, started in childhood by which an individual learns the skills and attitudes relevant to consumer purchase behavior |
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Term
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Definition
| when celebrities or the so-called man-in-the-street who may or may not be users of a particular product or service, lend their names to advertisements for such products or services for a fee |
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Term
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Definition
| a household consisting of a husband, wife, offspring, and at least one other blood relative |
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Term
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Definition
| classification of families into significant sates. The five traditional FLC stages are Bachelorhood, honeymooners, parenthood, postparenthood, and dissolution |
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Term
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Definition
| two or more individuals who interact to accomplish either individual or mutual goals |
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Term
| Husband-Dominated Decisions |
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Definition
| decisions ultimately determined by the husband of a family. Traditionally the larger and money-oriented decisions |
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Term
| Indirect Reference Groups |
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Definition
| individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities |
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Term
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Definition
| a group of people who see each other frequently on an informal basis, such as weekly poker players or social acquaintances |
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Term
| Joint (syncratic) Decisions |
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Definition
| family purchase decisions in which the husband and wife are equally influential |
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Term
| Normative Reference Groups |
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Definition
| a group that influences the general values or behavior of an individual |
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Term
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Definition
| a household consisting of a husband and wife and at least one offspring |
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Term
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Definition
| a person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior |
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Term
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Definition
| two or more people who shop together |
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Term
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Definition
| households consisting of only one parent and at least one child |
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Term
| Socialization of Family Members |
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Definition
| a process that includes imparting to children and other family members the basic values and modes of behavior consistent with the culture |
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Term
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Definition
| a celebrity or company executive who represents a product, brand, or company over an extended period of time, often in print, on television, and in personal appearances |
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Term
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Definition
| a group with which an individual identifies by adopting its values, attitudes, or behavior despite the unlikelihood of future membership |
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Term
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Definition
| a promotional technique in which a celebrity that has used a product or service speaks highly of its benefits in order to influence consumers to buy |
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Term
| Traditional Family Life Cycle |
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Definition
| a progression of stages in which many families pass. Look at FLC |
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Term
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Definition
| decisions typically determined by the wife of a family. More oriented towards the home and meals, traditionally |
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