ADV491 Crossword
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
 
 
Down: 1) emotional appeals based on basic motivations are key element of successful advertising because the need to appeal to the right side of the brain; 11 elements2) Ultimate Consumers, Internal, Intermediary, Suppliers, Referral Sources, Influencers4) customer-contributed, consumers choose what they see; websites, blogs5) illustrates the changing importance of various customer groups over time; composed of the six communication markets7) used for weaker or non-existent relationship with the brand; Post-purchase evaluation used; buying a car for the first time8) Hierarchy of Motives; framed more positively as the connections people have with others and with society9) marketer choosing to focus on just one narrowly defined group; Ultimate Customer10) A model used to predict buying pattern or attitudinal changes16) a way to get at associates visually-can be done in research stage to gauge thoughts about own brand and competition; can be used as a tool to assess the visual look to ads created from the strategy17) Learn by watching; consumer sees similarities between use of brand or person using brand and wants to use it as well20) FCB element; behavioral component where action occurs (product trial, purchase)21) Hierarchy of Motives; often focused on looking bak fondly to simpler times22) A statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer23) focus less o the physical attributes of hte product and more on the feelings created through the experience of buying or using the product25) existing customer base supports brand by talking about it, may not be using it; third party references who have experiences dealing with the field26) Hierarchy of Motives; security and career advancement27) data that is gather by the marketer specific to the particular situation facing the brand; studies, focus groups, surveys30) the name, logo, or trademark of a product or organization differs them from competitors; should be consistent; evolved into relationships with consumers32) distribution channels such as retailers, distributors, wholesalers, resellers, etc; middlemen33) Hierarchy of Motives; gender expression of the consumer's self-identity35) build to where the customer wants to hear what marketers have to say not just marketers wanting to talk36) FCB element; affective component, where positive or negative attitudes emerge in an emotional response to the brand37) providers of raw materials as well as other services to help firms meet varying levels of demand41) FCB element; cognitive component where the customer learns of the brand and its benefits44) Solutions, Information, Value, Access; start with customers Across: 3) Hierarchy of Motives; focuses on consumer's self-perception6) jon11) selecting a conditioned stimulus that the target audience responds to favorable which is then associated to the brand; Having a celebrity in a commercial endorsing a brand12) marketer and customer both gain value from the brand13) degree of commitment generated by customers14) government/regulator institutions, news media, and others who have impact on the marketing organization15) Hierarchy of Motives; how well the consumer adapts to the surroundings18) awareness of, ability to recall or recognize, and understand the brand's use; important for un-established brands, but less important for established brands19) core things about a brand identified for top strategic officers24) Hierarchy of Motives; the influence of the situation in which consumers find themselves28) individuals, work groups, departments, internal teams, and others that are directly engaged in the ongoing operation of the marketing firm29) what was once a one way street (marketer to consumer) has become open to all31) Categorizes brands based on whether the customer's decision making process is driven primarily by reason or primarily by emotion and whether involvement level is high or low; Learn, Feel, Do34) Hierarchy of Motives; desire to escape to somewhere more exotic than the everyday38) Attention, Interest, Desire, Action39) Hierarchy of Motives; what is expected of the brand40) advertiser throwing things at consumers, mass; ex Direct Mail42) brands create value because they may command premium prices or because they may generate strong loyalty and drive people into the store for that brand43) fourth level; driven by the desire to feel superior to others; many luxury items45) measures the financial value of the brand to the firm over the ling term; 5 years most common span; how customer-brand relationships are created and maintained46) Hierarchy of Motives; wide variety of leisure-themed brands focus on the enjoyment that product usage can bring to the customer
 

 

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