MKTG 460 Practice for Exam 1

Personal Chatgpt

Hypodermic Needle Theory

A communication theory assuming media messages are directly injected into a passive audience, producing immediate, uniform effects.

Agenda-Setting Theory

A media theory proposing that media does not tell people what opinions to hold, but rather what issues to think about by transferring issue salience to the public.

Two-Step Flow Hypothesis

A communication theory stating that media influence first reaches opinion leaders, who then interpret and relay messages to their networks.

Uses and Gratifications Theory

An audience-centered media theory stating that active users select specific media to satisfy distinct needs such as information, identity, and entertainment.

Paid, Owned, and Earned Media

Purchased ad space (paid), brand-controlled content platforms like websites (owned), and unpaid positive word-of-mouth or third-party publicity (earned).

Brand Equity

The differential effect that knowing a brand name has on customer response to a product or its marketing.

Brand Identity

The unique set of brand associations that a strategist aspires to create or maintain to represent what the brand stands for and promises.

Brand Activation

A direct, participatory marketing activity designed to turn accumulated brand equity into observable consumer behavior through experiential engagement.

Three Markers of a Brand Community

Shared consciousness, rituals and traditions, and a sense of moral responsibility.

BRAND Framework

An acronym representing five key attributes used to diagnose image problems: Bold, Relevant, Authentic, Novel, and Distinct.

Generative Engine Optimization (GEO)

The process of optimizing web content so AI-driven search tools and chatbots can understand, cite, reference, and synthesize it in generated responses.

Zero-Click Search

A search query where the answer is provided directly on the results page or within an AI interface without requiring the user to visit an external website.

Uncanny Valley

A psychological reaction where near-human artificial visual representations evoke feelings of unease or discomfort in human observers.

Motive Attribution in AI Marketing

The inferences consumers make regarding why a company implemented AI, categorized as firm-serving (e.g., cost-cutting) or consumer-serving (e.g., enhancing relevance).

Synthetic Respondents

AI-generated persona models used to simulate market research participants, useful for early concept screening and survey pre-testing but not as empirical market facts.

Divergent vs. Convergent Thinking

Generating a broad array of novel options (divergent) versus evaluating and narrowing options to identify the single best logical solution (convergent).

Functional Fixedness

A cognitive barrier to creativity characterized by the inability to imagine a use for an object or concept beyond its traditional design or purpose.

Remix Culture

A digital creativity model involving the active recombination, reinterpretation, and transformation of existing materials to construct new meanings.

Hypodermic Needle Theory

A communication theory assuming media messages are directly injected into a passive audience, producing immediate, uniform effects.

Agenda-Setting Theory

A media theory proposing that media do not tell people what opinions to hold, but rather what issues to think about by transferring issue salience to the public.

Two-Step Flow Hypothesis

A communication theory stating that media influence first reaches opinion leaders, who then interpret and relay messages to their networks.

Uses and Gratifications Theory

An audience-centered media theory stating that active users select specific media to satisfy distinct needs such as information, identity, and entertainment.

Filter Bubble Theory

A media theory suggesting that personalization algorithms isolate users from viewpoints that challenge their existing beliefs.

Paid, Owned, and Earned Media

Purchased ad space (paid), brand-controlled content platforms like websites (owned), and unpaid positive word-of-mouth or third-party publicity (earned).

Brand Equity

The differential effect that knowing a brand name has on customer response to a product or its marketing.

Brand Identity

The unique set of brand associations that a strategist aspires to create or maintain to represent what the brand stands for and promises.

Brand Extension

The branding strategy of using an established, recognized brand name on a new product or within a new product category.

Brand Activation

A direct, participatory marketing activity designed to turn accumulated brand equity into observable consumer behavior through experiential engagement.

Three Markers of a Brand Community

Shared consciousness, rituals and traditions, and a sense of moral responsibility.

Market Share Loss During Sales Growth

A condition occurring when a brand's sales increase over time, but at a slower rate than the overall category's growth rate.

Share of Voice (SOV)

A promotional metric calculated by dividing a brand's advertising spend by the total advertising spend across the entire category.

Daily vs. Annual Marketing Metrics

Daily metrics offer immediate, granular feedback easier for operators to control, whereas annual metrics provide delayed, aggregate, and structural evaluations.

BRAND Framework

An acronym representing five key attributes used to diagnose image problems: Bold, Relevant, Authentic, Novel, and Distinct.

Generative Engine Optimization (GEO)

The process of optimizing web content so AI-driven search tools and chatbots can understand, cite, reference, and synthesize it in generated responses.

Zero-Click Search

A search query where the answer is provided directly on the results page or within an AI interface without requiring the user to visit an external website.

Impact of AI Adoption on Consumer Search

The shift where AI tools synthesize answers directly, overall reducing the volume of manual online web searching consumers perform.

AI Slop

Low-quality, low-effort, mass-produced AI content generated without significant human oversight or refinement.

Uncanny Valley

A psychological reaction where near-human artificial visual representations evoke feelings of unease or discomfort in human observers.

Motive Attribution in AI Marketing

The inferences consumers make regarding why a company implemented AI, categorized as firm-serving (e.g., cost-cutting) or consumer-serving (e.g., enhancing relevance).

Synthetic Data

Artificially generated data designed to mimic real-world data patterns rather than being collected directly from actual user events.

Synthetic Respondents

AI-generated persona models used to simulate market research participants, useful for early concept screening and survey pre-testing but not as empirical market facts.

Digital Twin in Marketing

A virtual, AI-simulated model of a customer or market actor used to test behaviors, interactions, and decision pathways.

The Creative vs. Creativity

The creative refers to the tangible deliverable asset (e.g., copy, visuals, video), whereas creativity is the cognitive combination of novelty and appropriateness.

Creativity as a Skill

The principle that creative thinking is a trainable, improvable process rather than an unchangeable, inborn talent.

Divergent vs. Convergent Thinking

Generating a broad array of novel options (divergent) versus evaluating and narrowing options to identify the single best logical solution (convergent).

Lateral Thinking

A problem-solving approach that seeks solutions through indirect and creative reasoning, outside standard deductive or step-by-step logic.

Systems Thinking

A cognitive approach focused on recognizing interconnections and understanding how individual parts interact within a larger whole.

Aesthetic Thinking

A creative thinking mode focused on producing or discovering elements that are sensory-pleasing, harmonious, and beautiful.

Role of Constraints in Creativity

The concept that deliberate limitations stimulate creative thinking by forcing non-traditional approaches rather than stifling ideas.

Functional Fixedness

A cognitive barrier to creativity characterized by the inability to imagine a use for an object or concept beyond its traditional design or purpose.

Knowledge Bias in Creative Work

A cognitive barrier, such as design fixation, where over-reliance on past expertise or category standards prevents exploring novel solutions.

Self-Censorship Barrier

An internal cognitive block to creativity driven by fear of criticism, rejection, or lack of psychological safety.

Micromanagement as a Creative Barrier

A managerial obstacle occurring when leaders dictate exact execution details, eliminating employee autonomy and creative exploration.

Remix Culture

A digital creativity model involving the active recombination, reinterpretation, and transformation of existing materials to construct new meanings.