Glossary Terms - Marketing Communications
Accessibility = the speed and ease with which information is retrieved from memory.
Adjustment function = attitudes help us maximize rewards and minimize penalties in
interactions with our physical and social environment.
Advertising = any form of paid or non-paid communication by an identified or non-identified
sponsor aimed at informing and/or persuading target audiences about an organization,
product, service, or idea.
Advertising clutter = the extent to which multiple messages compete for the attention of
consumers.
Advertising wear-out = the phenomenon that advertising repetition ultimately hurts
advertising effectiveness because each subsequent exposure enables the generation of
increasingly negative consumer responses, such as scepticism and irritation.
Affect-as-information hypothesis = the use of the “how do I feel about it?” heuristic.
Individuals use this heuristic to infer their attitude from their present mood state.
Affect-based appeals = the use of affect and emotion in advertising to appeal to consumers’
feelings about a product in order to persuade them.
Affective misattribution procedure (AMP) = an implicit attitude measure that does not rely
on response times as the dependent measure, but infers attitudes from the misattribution of
the affect elicited by the attitude object (i.e. the prime) to a neutral stimulus.
Affective priming method (APM) = an implicit measure of attitudes. Individuals are
presented on each trial with a prime (the name or picture of an attitude object). Immediately
afterwards they are presented with positive or negative adjectives (e.g. “useful,” “valuable,” or
“disgusting”) and are asked to decide as fast as possible whether the adjective is positive or
negative. The time it takes people to make this judgment (response latency) constitutes the
dependent measure.
Alpha strategies = message tactics in advertising that generally increase the attractiveness
of the offer and thus influence a consumer’s approach motivation.
Ambush marketing = marketing designed by an organization to capitalize on the awareness,
attention, goodwill, and other benefits generated by having an association with an event or
property, without that organization having an official or direct connection with that event or
property. In ambush marketing, competitors of the sponsor ambush an event for their own
marketing purposes.
,Approach motivation = the tendency to move toward an object, advocated position, offer, or
idea.
Argument-based appeals = the use of rational arguments to address consumers’ beliefs
about the attributes of a product in order to persuade them.
Assimilation = the notion that objects are classified as more similar to the parent category to
the extent that the object and category are more congruent.
Attention = the process by which information is held in conscious awareness and can be
manipulated in working memory.
Attitude = the categorization of a stimulus object along an evaluative dimension.
Attitude certainty = the confidence individuals have in the validity or correctness of their
own attitude.
Attitude strength = the extent to which attitudes influence judgments and behavior. Strong
attitudes are characterized by four attributes:
1. high stability over time
2. great impact on behavior
3. great influence on information processing
4. great resistance to persuasion.
Attitude structure = the way different types of information are integrated into an overall
evaluation.
Attitudinal ambivalence = a state in which an individual gives an attitude object equally
strong positive and negative evaluations.
Authority = the power to influence others into behaving in a certain manner, either through
coercion or with the aid of status- and position-related symbols.
Automatic processes = processes that occur without intention, effort, or awareness and do
not interfere with other concurrent cognitive processes.
Avoidance motivation = the tendency to move away from an object, advocated position,
offer, or idea.
Beliefs = the opinions, knowledge, or thoughts someone has about an attitude object.
Beliefs are perceived links between the attitude object and various attributes. They often
form the basis of evaluative judgments such as attitudes or preferences.
, Behavioural intention = the intention to perform a specific behavior. In contrast to
implementation intentions, the time and context in which this behavior will be performed are
not specified.
Behavioural mindset = a cognitive or motor procedure that is activated when a person
performs a behavior while pursuing one goal, and that procedure subsequently spills over to
guide pursuit of a different goal.
Brand = the label used to identify an individual product and differentiate it from competitors.
Brand awareness = the ease with which exposure to a brand triggers the brand image.
Brand equity = the value added to a product by a brand name.
Brand image = beliefs, feelings, and evaluations associated with a brand name.
Brand personality = the stereotypical image consumers have of the user of a particular
brand (e.g. driving a Range Rover might convey “ruggedness”).
Categorization = the process by which incoming information is classified, that is, labeled as
belonging to one or more categories based on a comparative assessment of features of the
category and the incoming information.
Causal relationship = a relationship between two variables where change in one variable
(the antecedent or independent variable) elicits change in the other (the consequence or
dependent variable). To infer causality, the antecedent must precede the consequence,
changes in the antecedent must be associated with changes in the consequence, and no
other explanation for the change in the consequence may be present.
Central executive = the component in Baddeley’s memory model that allocates attention
and coordinates the two subsystems of working memory. It focuses available attentional
capacity and determines when and how the phonological loop and visuospatial sketchpad
are used.
Classical conditioning = see evaluative conditioning.
Classified advertising = the online version of classic classified newspaper advertisements.
Online classified advertisements appear on websites that usually do not feature other media
content and can be posted by individuals and companies alike.
Click–whirr response = automatic and mindless reaction triggered by a specific cue/trigger
(click) which then leads to a automatic behavioral response (whirr) (eg “limited offer” → click =
the scarcity cue, whirr = the urgency feeling and likeliness to buy)
Cognitive response model = assumes that attitude change is mediated by the thoughts
(cognitive responses) recipients generate while listening to persuasive arguments, and that
Accessibility = the speed and ease with which information is retrieved from memory.
Adjustment function = attitudes help us maximize rewards and minimize penalties in
interactions with our physical and social environment.
Advertising = any form of paid or non-paid communication by an identified or non-identified
sponsor aimed at informing and/or persuading target audiences about an organization,
product, service, or idea.
Advertising clutter = the extent to which multiple messages compete for the attention of
consumers.
Advertising wear-out = the phenomenon that advertising repetition ultimately hurts
advertising effectiveness because each subsequent exposure enables the generation of
increasingly negative consumer responses, such as scepticism and irritation.
Affect-as-information hypothesis = the use of the “how do I feel about it?” heuristic.
Individuals use this heuristic to infer their attitude from their present mood state.
Affect-based appeals = the use of affect and emotion in advertising to appeal to consumers’
feelings about a product in order to persuade them.
Affective misattribution procedure (AMP) = an implicit attitude measure that does not rely
on response times as the dependent measure, but infers attitudes from the misattribution of
the affect elicited by the attitude object (i.e. the prime) to a neutral stimulus.
Affective priming method (APM) = an implicit measure of attitudes. Individuals are
presented on each trial with a prime (the name or picture of an attitude object). Immediately
afterwards they are presented with positive or negative adjectives (e.g. “useful,” “valuable,” or
“disgusting”) and are asked to decide as fast as possible whether the adjective is positive or
negative. The time it takes people to make this judgment (response latency) constitutes the
dependent measure.
Alpha strategies = message tactics in advertising that generally increase the attractiveness
of the offer and thus influence a consumer’s approach motivation.
Ambush marketing = marketing designed by an organization to capitalize on the awareness,
attention, goodwill, and other benefits generated by having an association with an event or
property, without that organization having an official or direct connection with that event or
property. In ambush marketing, competitors of the sponsor ambush an event for their own
marketing purposes.
,Approach motivation = the tendency to move toward an object, advocated position, offer, or
idea.
Argument-based appeals = the use of rational arguments to address consumers’ beliefs
about the attributes of a product in order to persuade them.
Assimilation = the notion that objects are classified as more similar to the parent category to
the extent that the object and category are more congruent.
Attention = the process by which information is held in conscious awareness and can be
manipulated in working memory.
Attitude = the categorization of a stimulus object along an evaluative dimension.
Attitude certainty = the confidence individuals have in the validity or correctness of their
own attitude.
Attitude strength = the extent to which attitudes influence judgments and behavior. Strong
attitudes are characterized by four attributes:
1. high stability over time
2. great impact on behavior
3. great influence on information processing
4. great resistance to persuasion.
Attitude structure = the way different types of information are integrated into an overall
evaluation.
Attitudinal ambivalence = a state in which an individual gives an attitude object equally
strong positive and negative evaluations.
Authority = the power to influence others into behaving in a certain manner, either through
coercion or with the aid of status- and position-related symbols.
Automatic processes = processes that occur without intention, effort, or awareness and do
not interfere with other concurrent cognitive processes.
Avoidance motivation = the tendency to move away from an object, advocated position,
offer, or idea.
Beliefs = the opinions, knowledge, or thoughts someone has about an attitude object.
Beliefs are perceived links between the attitude object and various attributes. They often
form the basis of evaluative judgments such as attitudes or preferences.
, Behavioural intention = the intention to perform a specific behavior. In contrast to
implementation intentions, the time and context in which this behavior will be performed are
not specified.
Behavioural mindset = a cognitive or motor procedure that is activated when a person
performs a behavior while pursuing one goal, and that procedure subsequently spills over to
guide pursuit of a different goal.
Brand = the label used to identify an individual product and differentiate it from competitors.
Brand awareness = the ease with which exposure to a brand triggers the brand image.
Brand equity = the value added to a product by a brand name.
Brand image = beliefs, feelings, and evaluations associated with a brand name.
Brand personality = the stereotypical image consumers have of the user of a particular
brand (e.g. driving a Range Rover might convey “ruggedness”).
Categorization = the process by which incoming information is classified, that is, labeled as
belonging to one or more categories based on a comparative assessment of features of the
category and the incoming information.
Causal relationship = a relationship between two variables where change in one variable
(the antecedent or independent variable) elicits change in the other (the consequence or
dependent variable). To infer causality, the antecedent must precede the consequence,
changes in the antecedent must be associated with changes in the consequence, and no
other explanation for the change in the consequence may be present.
Central executive = the component in Baddeley’s memory model that allocates attention
and coordinates the two subsystems of working memory. It focuses available attentional
capacity and determines when and how the phonological loop and visuospatial sketchpad
are used.
Classical conditioning = see evaluative conditioning.
Classified advertising = the online version of classic classified newspaper advertisements.
Online classified advertisements appear on websites that usually do not feature other media
content and can be posted by individuals and companies alike.
Click–whirr response = automatic and mindless reaction triggered by a specific cue/trigger
(click) which then leads to a automatic behavioral response (whirr) (eg “limited offer” → click =
the scarcity cue, whirr = the urgency feeling and likeliness to buy)
Cognitive response model = assumes that attitude change is mediated by the thoughts
(cognitive responses) recipients generate while listening to persuasive arguments, and that
