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Psychology of Marketing & Advertising (Subject) / Last (Lesson)

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• Interactive marketing Using the potential of the internet for marketing products and services  Internet • No / little time lag between sending and receiving messages • Consumers can control contact (timing / pacing) • More control over content • However, it is less personal – More than just direct marketing • Consumers become co-producers of products and services – Create customized products 
• Sales Promotion Generating immediate response (but not personalizing the message or the offer)  Five basic functions – Increase market size – Reward loyal customers – Make existing customers more loyal – Stimulate trial by new customers – Support other communication tools 
• Limitations of Sales Promotions – Not clear if there are positive long-term effects – Impact on reference price, need for higher price cuts • “It was on discount before, so why not now?” – Make the price the most salient product attribute 
• Sales promotion yields to positive long-term effects False -> Not clear if it does
• Interactive Marketing makes price the most salient product attribute False -> Sales Promotion
• Teleamarketing is a Communication instrument used to promote favorable perceptions about an organization False -> Public Relations
• Public relations – Financial PR • Inform the financial audiences essential for the fund-raising potential of the company – Shareholders, investors, banks, etc. – Marketing PR • Foster selling of products and services – Publicity through press 
• The 2 components of personal selling – Persuasion: Changing consumer believes and evaluative responses – Compliance: Overt behavior, acquiescence with a request • More narrow than persuasion  • Several principles – Commitment and consistency – Reciprocity 
• Personal selling can be compared with persuasion False -> more narrow than persuasion
• Personal selling advantages – Higher overall impact on buyer behavior • Tailor the message to specific needs • Demonstrate product, negotiate price • No “waste” – reaching audience members not part of the target group 
• Advertisement
• Personal Selling Disadvantages – Expensive – Limited reach and frequency – Company has no control over message content 
• The Behavioral approach has a high level of specifity. Effect of specific ad characteristics on specific consumer responses True
• In the Behavioral approach/ Hierarchy-of-effects models all ads have the same effect True
• Brand Personality Sincerity Excitement Competence Sophistication Ruggedness
• Believing a message is the low effort response and leads to default True
• Consumers critical reappraisal ist not automatic and the second step after believe what they see True
• In lexical decision tasks decisions about target words are quicker True
• Preattentive processing is incidental ad exposure and takes place in implicit memory True
• The activated or primed object/concept influences later decisions without our awareness True
• Exposure to an object/concept in one context increases accessibility of mental representation of that object/concept in mind True
• Technique to demonstrate distinction between explicit-implicit memory True
• AA Assimilation effects for ambiguous ad (e.g., car rated as more expensive if ‘prime=expensive’) True
• UC Contrast effects for unambiguous ad (e.g., car rated as cheaper if ‘prime=expensive’) True
• Feature analysis happen on the left side of the brain in the visual cortex True
• Generation of emotions happens in feature analysis as an unconscious process, especially fear appeals True
• Fear appeals are urgency signals an non-conscious True
• Moderator can change direction of effec True
• Familiarrity always contributes to fluency, because stiumli have been encoded and represented in memory before True
• Vividness is fully-contect depencent. NO –> nto fully contect dependent
• The Key moderator for Vividness are Consumer goals NO -> individual differences: visualizers
• Advertisement
• Novelty explains the expectancy disconfirmation model and changes of advertising execution True
• The most common word is new in advertising. False -> it’s free
• Novelty explains the expectancy disconfirmation model and changes of advertising execution True
• Ususally, ads exceed expectations and surprise is generated for most products FAlse-> Usually products promise too much 
• Then perofrmance exceeds expectation, surprise is created FAlse -> disappointment
• The direction of comparison effect says that the pioneer can set the attribute agenda True
• Attitude towards behavior = Behavioral beliefs + Evaluation of behavioral beliefs True
• Attutides towards behavior = likelihood that behavior will lead to certain outcomes x value we place on each outcome + social norms + situational factors True
• Distracted participants tended to remember false information as true (more often than the other way around) It’s harder to reject than accept! True
• Believability of claims increases with repetition True
• Comprehension includes Pragmatic inferences and the truth effect True

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