Behavioral & Psychology
This term describes tracking individuals’ online actions to deliver personalized ads.
What is behavioral targeting?
These three basic advertising objectives describe whether a campaign is trying to tell people something new, change their minds, or stay top of mind.
What are inform, persuade, and remind?
This Midwestern city played a huge role in developing modern advertising, department stores, and mass consumer culture in the U.S.
What is Chicago?
A brief description of a company's purpose and goals. It’s the big 'Why are we here?
What is a mission statement?
This company's Super Bowl ad became famous for featuring a strange creature made of a puppy, a monkey, and a baby.
Who is Mountain Dew?
Advertisers often group consumers by age, income, or education. These are examples of this type of segmentation.
What is demographic segmentation?
This short, memorable phrase captures the core message of a campaign: “Just Do It.”
What is a tagline or slogan?
This type of claim exaggerates in a way that most consumers recognize as opinion, not a literal fact. “World’s Best Coffee,” for example.
What is puffery?
This foundational marketing framework outlines the four key decision areas: product, price, place, and promotion, that marketers must coordinate to create value and deliver a cohesive brand strategy.
What are the 4 Ps of Marketing?
This core marketing concept identifies the single most compelling benefit that sets a product apart from competitors, the specific reason consumers should choose it over anything else.
What is a Unique Selling Proposition (USP)?
Interests, hobbies, attitudes, and lifestyle traits are all part of this segmentation category.
What is psychographic segmentation?
In your IMC projects, this is the “wow” moment or unexpected twist that makes the creative memorable.
What is the boom factor?
This U.S. government agency regulates advertising and can punish deceptive or unfair practices.
What is the Federal Trade Commission (FTC)?
Consumer rationally consider a purchase, and once they feel good about it, they act.
What is the learn, feel, do model?
This type of advertising is designed to blend in with surrounding editorial content so that it looks more like part of the magazine or website than a traditional ad.
What is native advertising?
This fundamental learning process explains how certain experiences or stimuli make behaviors more or less likely. In marketing, it’s used when brands pair their product with positive sights, sounds, or emotions to create automatic associations that influence consumer behavior.
What is classical conditioning?
This planning approach coordinates all brand messages across paid, owned, and earned media so they reinforce one another.
What is integrated marketing communications (IMC)?
This era saw the birth of the modern commercial, with brands investing heavily in creative, memorable ads.
What is the Golden Age?
This traditional approach is the most common way companies structure their marketing plans. Covering everything from mission statements to setting objectives and tactics.
What is the top-down marketing plan?
This process begins when a consumer recognizes a need, then searches for information, evaluates alternatives, makes a purchase decision, and finally reflects on whether they’re satisfied.
What is the consumer decision process?
Some targeted ads pair a product with positive imagery, music, or emotions so that the feeling becomes automatically associated with the brand.
What is classical conditioning?
In advertising communication, this cyclical process explains how a message moves from sender to receiver and back again through stages like encoding, decoding, noise, and response. It helps marketers understand whether their message was interpreted as intended.
What is the communication feedback loop?
The act of making false or misleading statements about the environmental benefits of a product or practice
What is Greenwashing?
This communications model outlines five sequential stages: awareness, comprehension, conviction, desire, and action, that guide advertisers in setting objectives and moving audiences from simply knowing a brand exists to ultimately taking measurable action.
What is the IMC Pyramid?
This concept refers to how well a product satisfies both the functional needs and the psychological wants of consumers, essentially how much “value” it creates in their lives.
What is utility?