Consumer Behavior
Consumers demonstrate brand loyalty when they repeatedly purchase a single brand solely because it fulfills a specific functional need. TRUE or FALSE
What is FALSE
When a company changes how consumers perceive its brand relative to competitors.
What is brand repositioning.
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
The benefits typically not found in some tangible feature or objective characteristic of a product or service.
What is Emotional Benefits
When consumers buy a single brand repeatedly.
Who is a habit
The consumers first option for information is to draw on personal experience and prior knowledge
What is internal search
The representation of a product so it will occupy a distinct place in the consumer's mind.
What is positioning.
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.
Budgeting approach that calculates the advertising budget based on a percentage of the prior year's sales.
What is percentage-of-sales approach.
This is the first car to orbit the earth.
What is a Tesla Roadster
Buy brands based on sales, discount coupons, or other incentives.
What are variety seekers.
Market segmentation in which a target market is identified by the various benefits that are derived from the product or service.
What is benefit segmentation.
Designed to allow consumer to "project" their thoughts, but mostly feelings, onto a blank or neutral surface.
What is Projective Techniques
Budgeting method that specifically relates spending to goals
What is objective-and-task approach.
The NCAA March Madness tournament (men's basketball) consistently generates over $_______ in national TV advertising revenue annually.
Who is $1 billion.
The anxiety or regret that lingers after a consumer makes a difficult purchase decision is referred to as
What is cognitive dissonance
A market segment made up of the gradual but constant influx of first-time buyers.
Who are emergent consumers.
This is a test of how much the viewer of an ad remembers of the message.
What is Recall Test
A mathematical relationship that associates dollars spent on advertising and sales generated
What is Advertising Response Function
In this decision-making mode, experience and involvement are both low.
What is Limited Problem Solving
A set of brands (usually two to five) that come to mind when a category is mentioned.
What is evoked set.
A relatively small group of consumers who have a unique set of needs and who typically are willing to pay a premium price to a firm that specializes in meeting those needs.
What is Market Niche
The three stages of advertising and IBP research
What is (1) Developmental, (2) Copy, (3) Results-oriented
The stages of the advertising plan
What is Intro, Situation Analysis, Objectives, Budgeting, Strategy, Execution, Evaluation
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).