Consumer Behavior
This is the first stage of the consumer decision-making process.
What is need recognition?
Dividing a market based on age, income, education, and occupation is this type of segmentation.
What is demographic segmentation?
This type of research is conducted early to help develop advertising ideas and messages.
What is developmental advertising research?
This document outlines the thinking, tasks, and timetable for an advertising effort.
What is an advertising plan?
This budgeting method bases advertising spending on a percentage of sales.
What is the percentage-of-sales method?
This is the group of brands a consumer seriously considers purchasing.
What is a consideration set?
This type of segmentation groups consumers according to their activities, interests, and opinions.
What is psychographic segmentation?
This research method brings together a small group of target customers to discuss a product or idea.
What is a focus group?
Advertising objectives should include these two elements so results can be measured and assessed on time.
What are a quantitative benchmark and a time frame?
This budgeting method determines the tasks needed to accomplish advertising objectives and estimates their costs.
What is the objective-and-task method?
This type of problem solving involves extensive information search and comparison, such as buying a car.
What is extended problem solving?
When consumers are grouped by the benefits they want from a product, marketers are using this approach.
What is benefit segmentation?
This research method may involve observing and interviewing consumers in their everyday environments.
What is ethnographic research?
This part of an advertising plan includes the creative brief and media plan.
What is the execution stage?
This is one reason sales alone cannot accurately measure advertising effectiveness.
What is that sales are influenced by factors beyond advertising?
This term describes anxiety or regret a consumer may experience after making an important purchase.
What is cognitive dissonance?
In STP marketing, this step involves selecting the market segment or segments a business will serve.
What is targeting?
This type of test asks whether an audience has seen a particular advertisement before.
What is a recognition test?
This part of an advertising plan establishes the criteria and methods used to assess results.
What is the evaluation component?
This function describes the mathematical relationship between advertising spending and sales generated.
What is an advertising response function?
This type of memory involves general knowledge, words, and meanings rather than personal experiences.
What is semantic memory?
This statement explains the benefits a brand offers that create value for its customers.
What is a value proposition?
This research examines the effects of advertising or branded entertainment over time.
What is a tracking study?
This approach to product and service development involves collaborating with users or potential users.
What is design thinking?
The origins of Nike's "Just Do It."
What is final words of a Gary Gilmore who demanded the death penalty after committing two murders in 1976 (Let's do it).