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Consumer Behavior
STP
Research
Planning
Other Stuff
100

When a consumer experiences a mental discomfort or anxiety that motivates action

What is a need state.

100

The understanding of consumers’ activities, interests, and opinions.

What is psychographics

100

The situation analysis of an advertising plan includes historical context, and analyses of the industry, the market, and competitors. TRUE or FALSE

What is True

100
The benefits typically not found in some tangible feature or objective characteristic of a product or service.
What is Emotional Benefits
100

A new video game miniseries lets consumers buy real-life products from this store

What is Walmart.

200

The consumers first option for information is to draw on personal experience and prior knowledge

What is internal search

200

The representation of a product so it will occupy a distinct place in the consumer's mind.

What is positioning.

200
A test that seeks feed back designed to screen the quality of a new idea, using the consumers as the judge and jury.
What is Concept Test.
200
Budgeting approach that calculates the advertising budget based on a percentage of the prior year's sales.
What is percentage-of-sales approach.
200

This movie's ticket sales declined by 68% on its second weekend.

What is Captian America?

300

Buy brands based on sales, discount coupons, or other incentives.

What are variety seekers.

300

A small group of consumer with unique needs and willing to pay a premium price

What is niche market.

300
Designed to allow consumer to "project" their thoughts, but mostly feelings, onto a blank or neutral surface.
What is Projective Techniques
300
Budgeting method that specifically relates spending to goals
What is objective-and-task approach.
300

Traits such as age, gender, race, marital status, income, education, and occupation

What are demogrpahics?

400

The anxiety or regret that lingers after a consumer makes a difficult purchase decision is referred to as

What is cognitive dissonance

400

A market segment made up of the gradual but constant influx of first-time buyers.

Who are emergent consumers.

400

This is a test of how much the viewer of an ad remembers of the message.

What is Recall Test

400
A mathematical relationship that associates dollars spent on advertising and sales generated
What is Advertising Response Function
400
In this decision-making mode, experience and involvement are both low.
What is Limited Problem Solving
500

Consumer decision making that involves low involvement and low experience

What is limited problem solving.

500

Statement of the benefits of the brand that provide value to its target consumers and includes functional, emotional, and self-expressive benefits

What is a value proposition.

500
The three stages of advertising and IBP research
What is (1) Developmental, (2) Copy, (3) Results-oriented
500
The stages of the advertising plan
What is Intro, Situation Analysis, Objectives, Budgeting, Strategy, Execution, Evaluation
500
Referring to one's own cultural values, experiences, and knowledge as basis for purchase decisions.
What is self-reference criterion