Assignment:
Match the definitions or complete the statements in the first part of the quiz with the appropriate terms found in the second part. Complete the answer key (page 4) by placing the letter relating to the term next to the number on the answer sheet to which it corresponds; save it as a Word document, in the form ‘LAST NAME First Initial Quiz 4'; and upload this document to Blackboard.
Definitions/Statements
1. Since the emergence of traditional advertising media (newspapers, magazines, radio, and television), TV networks, magazines, and newspapers have sold advertising space by offering marketers the opportunity to reach audiences whose demographics and _____ (lifestyles) match those of the marketers' target markets.
2. _____ occurs when advertisers pre-negotiate prices for advertising space in media (e.g., magazines or TV shows) whose audiences largely (but never completely) match the profiles of the consumers the advertisers wish to target.
3. _____ occurs when advertisers specify the criteria describing the persons they wish to reach online and then bid in real time for the opportunities to reach such people.
4. _____ occurs when ads for specific products that consumers have pursued online "follow" them and show up repeatedly whenever they go online using the same computer.
5. The term ______ refers to means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.
6. When it comes to social media communication, ______ refers to messages sent by marketers and delivered to consumers via channels that the marketers control.
7. When it comes to social media communication, ______ refers to messages sent via channels that are not owned by the marketers, who pay for using the channels.
8. When it comes to social media communication, ______ refers to channels where consumers pass along messages about brands to one another.
9. _____ refers to sending promotional messages to consumers' cell phones, iPads, electronic readers, and other devices that people carry while on the go.
10. When it comes to measuring the effectiveness of social media communication, _____ is a service offered by Google that evaluates the effectiveness of websites and profiles their users.
11. Attitudes cause us to behave in certain ways as consumers; for example, if we have a negative attitude toward a particular retailer, we may avoid shopping there. This means that attitudes are _____.
12. When it comes to attitudes, we may have a positive attitude towards McDonald's as a good place for lunch but a negative attitude when we think of it as somewhere to take someone on a date. This means that attitudes are _____.
13. Favorable attitudes toward a brand, for example, tend to lead to favorable behaviors toward the brand; unfavorable attitudes tend to lead to unfavorable behavior. This means that attitudes are ____.
14. According to the ______ model of attitude, attitudes consist of affect, behavior, and cognition.
15. _____ attitude model argues that consumers' attitudes towards a brand derive from their beliefs about the attributes of the brand and their evaluations of those attributes.
16. The ____ is an attitude model that includes elements such as a person's beliefs that a behavior leads to certain outcomes, evaluation of those outcomes, and subjective norms.
17. In the case of attitudes, the ____ proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer's attitude toward the ad and attitude toward the brand.
18. One way to change attitude is through the basic ______ motivational function, where ads for a brand can acknowledge consumers' needs for self-esteem, self-image protection, and so on.
19. One way to change attitude is through the basic ______ motivational function, where ads for a brand show that the brand can be useful and enable us to perform certain things.
20. A premise of this model is that consumers carefully evaluate the merits and weaknesses of a given product when they consider the purchase to be very relevant.
21. ______ argues that consumers like to find explanations for events or behaviors and like to assign causality or blame. For example, a consumer may try to figure out why a company is sponsoring an event or why it is trying to get him/her to purchase a particular product.
22. In communication, the _____ is a brand or marketer than encodes a message that is to be transmitted to an audience.
23. In marketing communications terms, the ____ is the target of the marketer's message.
24. In communication, ____ is a term that refers to channels such as the Internet, social media, mobile, people's bodies, stadiums and arenas, and even sports jerseys.
25. In communication, ___ refers to focusing on the positive aspects of the target product/brand or on the negative aspects of the competing brand (one-sided message); or on the good and bad aspects of the product/brand being advertised (two-sided message).
Terms
A. Segment-based targeting
B. Owned social media
C. Tricomponent
D. Mobile advertising
E. Utilitarian
F. Psychographics
G. Impression-based targeting
H. Attribution theory
I. Google Analytics
J. Social media
K. Receiver
L. Earned social media
M. Ego-defensive
N. Retargeting
O. Theory of reasoned action
P. Non-traditional media
Q. Paid social media
R. Attitude-toward-the-ad
S. Situational
T. Elaboration likelihood model
U. Consistent
V. Message framing
W. Fishbein's multiattribute
X. Source
Y. Motivational