Psychology of Advertising Exam Questions And Answers ( Verified And Updated )

Psychology of Advertising Exam Questions And Answers ( Verified And Updated ) Definition of Advertising - answerAttempts to influence attitudes and behaviour with special means of communication - Presents brands and products attractively within target group - Demonstrates product benefits - Persuades customer to make a purchase Purpose of Advertising - answer- consumer perspective: motivate, inform, strengthen, entertain, socialize - provider perspective: launch, competitive, gain new customers, gain market share Definition Marketing - answer= process of identifying customer needs and define how to meet those needs - Key elements: product, price, place, promotion - advertising is coomponent of marketing Growth in advertising channels (former Times and now) - answer- Advertising former times: television, telephone, billboard, print, print mail, radio - Advertising today: television, telephone, billboard, print, print mail, radio, social media, online Information aoverload impacts advertising perception (duration) - answer- 2 seconds for an ad - 1,6 seconds for a product at a Point of Sale Point of Sale - answerplace where a customer executes the payment for goods or services and where sales taxes may become payable) Goals of Advertising - answerAwareness memory change of attitude change of behaviour influencing factors on consumers behaviour - answer- Cultural: culture, sub-culture, social class - Social: family, reference group, role(s), status - Personal: gender& age, job-income, lifestyle, self-image - Psychological: emotions, motivations, perception, attitudes Consumer psychology and advertising psychology - answerthey describe, understand, explain, predict the behaviour of consumers considering all influencing factor Consumer psychology - answerexplores human behaviour in markets based on emotion and cognition Advertsing psychology - answerexplores how advertising influences perception and behaviour of consumer Buying behaviour types - answerdependent on consumer needs, level of involvement, previous experiences - impulsive buying - habitualized buying - extensive buying - limited buying impulsive buying behaviour - answerthe tendency of a customer to buy goods and services without planning in advance extensive buying behaviour - answer- customer is highly involved in the buying process - thorough research before the purchase due to the high degree of economic or psychological risk habitualized buying behaviour - answer- occurs when involvement is low - differences between brands are small - Consumers usually do not form a strong attitude toward a brand but select it because it is familiar limited buying behaviour - answer- take a small amount of time to ponder over their purchase - but they might not go online to look for testimonials and reviews -consider their memory of their product - make decisions based on logical inferences.