Test 2 study guide Chapters 5 9 There are two pages There are questions on the test about things examples I gave in class so don t just think the book will answer all Brand loyalty picking a certain brand over all else The consumer s conscious or unconscious decision expressed through intention or behavior to repurchase a brand continually This occurs because the consumer perceives that the brand has the right product features image quality or relationship at the right price Cognitive dissonance An approach that views learning as a mental process of memory thinking and the rational application of knowledge to practical problem solving Elaboration Likelihood Model A theory of how persuasion occurs due to promotion communication It proposes that the method of persuasion depends on the consumer s level of involvement with the product and the message See also central route to persuasion and peripheral route to persuasion Evoked set The particular group of alternative goods or services a consumer considers when making a buying decision Learning theories Maslow hierarchy of needs Needs and wants Nonpersonal and Interpersonal influences on consumer decision making process Perception Physiological and Psychological screens Stimulus Objectives Awareness comprehension conviction and action Primary and secondary data Qualitative research and techniques Quantitative research and techniques Recall Research process steps Sampling Validity reliability 4 sources of brand messages i e planned Planned unexpected Advertising pyramid Action desire conviction comprehension awareness Budgeting methods for advertising Exchanges and satisfaction First step in Advertising planning IMC and levels of relationships i e transactional Marketing mix Situation Analysis Objective Strategy Tactics SWOT Top down and bottom up planning Lecture 10 10 5 presentation components of selling power Art direction Brainstorming Characteristics of great ads i e resonance Concept transformation techniques Creative brief Creative pyramid Action desire credibility interest attention Creative roles i e Artist Creativity Fact and value based thinking Close and trial close Headlines and headline types Layout and layout formats i e circus Principles of design i e balance Radio script Slogans Storyboard Subheads Thumbnail rough dummy comprehensive TV formats