Quick memorizing MKTG 460 Exam 1

Hypodermic Needle Theory

Media framework proposing that messages are directly injected into passive audiences, influencing them immediately.

Two-Step Flow Theory

Communication model stating that media information moves first to opinion leaders, who then pass it on to the wider audience.

Agenda-Setting Theory

Concept that news media determines which topics receive public focus, dictating what people think about.

Cultivation Theory

Media concept asserting that long-term exposure to television and media gradually shapes a viewer's perception of reality.

Uses and Gratifications Theory

understanding why and how people actively seek out specific media to satisfy specific needs.

Filter Bubble

Algorithmic state in which an online user encounters only information that reinforces their existing beliefs.

Brand Equity

The commercial value derived from consumer perception of a company's name, rather than the product itself.

Brand Identity

The visible elements and core values created by a business to communicate the desired self-image to consumers.

Brand Personality

Set of human characteristics and behavioral traits attributed to a corporate entity or product line.

Self-Brand Connection

The extent to which a consumer incorporates a specific corporate image into their personal identity.

Brand Community

Group of consumers bonded by a shared enthusiasm for and attachment to a specific product line or company.

Brand Experience

The overall sensory and emotional impression left on consumers through every point of contact with a business.

Brand Activation

Campaigns or interactive events designed to generate direct consumer engagement and bring a company's vision to life.

Brand Purpose

The fundamental reason an organization exists beyond generating revenue or selling goods.

Brand Activism

A company's public commitment to taking a stand on socio-political issues and driving societal change.

Brand Recognition

A consumer's ability to identify a product line when presented with visual, auditory, or contextual cues.

Brand Recall

A consumer's ability to retrieve a company name from memory unprompted when given a category.

Brand Extension

The practice of using an established market name to launch a product in a completely new category.

BRAND Framework

Bold, Relevant, Authentic, Novel, and Distinct.

Zero-Click Search

the user's answer is displayed directly at the top of the search engine results page.

Generative Engine Optimization (GEO)

The practice of adapting digital content so that generative AI tools source and highlight it in responses.

Customer vs. Consumer

The buyer who purchases the goods versus the end user who actually utilizes or consumes them.

AI Slop

Low-quality, unrefined digital content generated automatically in high volume by AI models.

Hyper-Personalization

Using real-time data, AI, and analytics to deliver uniquely customized messaging and offers to individual users.

Digital Twin

A virtual, real-time digital simulation of a physical object, person, or operational process.

Synthetic Respondents

AI-generated artificial buyer personas used for preliminary market testing before gathering real human feedback.

Divergent Thinking

A creative process that involves generating a wide variety of potential solutions or ideas.

Convergent Thinking

The process of evaluating multiple options to select the single best solution to a problem.

Lateral Thinking

Solving problems using indirect, non-obvious, and unconventional reasoning pathways.

Reverse Brainstorming

A problem-solving technique where individuals deliberate how to worsen a situation, then invert those ideas to find solutions.