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Definition
| One-way communication, mass media based at accomplishing communication goals |
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Definition
| collect info in a data base to send you personalized stuff not sold through a traditional retailer |
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| short-term strategy used to encourage purchase (incentives: coupons, free samples) |
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Definition
| Create and maintain a good image for the company as a whole. Responds to negative publicity and try and counter it |
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Definition
| One-on-one conversation. Important for business to business selling and complicated products (telephone marketing) |
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Definition
| Awareness, Image/perception, improving kowledge of product features |
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Term
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Definition
| Creating an advertising message, selling advertising media |
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Term
| Creating an advertising message |
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Definition
| Message strategy and message execution must break through the clutter. Adverting is a being merged with entertainment |
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Term
| Selecting advertising media |
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Definition
set reach, frequency and impact goals.
Choose among major media types
select specific media vehicals
decides on media timing |
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Term
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Definition
| most basic cause of a persons wants, and behaviors |
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Term
| Why culture is important to advertisers |
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Definition
| influences customers behavior, reflects basic values, perceptions, wants and behaviors |
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Definition
| group of people with shared value systems based on common life experiences (baby boomers, asian-american, hispanic |
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Term
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Definition
| Intrinsic factors that are unique to a particular persona and directly affect that persons regular capacity to purse any substanial gain (age, occupation, lefstyle personality, economic situation |
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Definition
| process of dividing a market into distinct groups of buyers who have different needs characteristics, or behaviors who might require separate products or marketing programs |
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Definition
| calls for dividing the market into different geographical units such as nations, regions, states, countires, cities, or even neighborhoods |
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Definition
| grouping buyers according to the different benefits that they seek from the products |
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Term
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Definition
| divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality |
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Term
| psychographic segmentation |
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Definition
| divides buyers into different groups based on social class, lifestlye or personality characteristics |
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Term
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Definition
| divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product |
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Term
| segmentation by user status |
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Definition
| segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of the product |
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Term
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Definition
| an advantage over competitiors gained by offering greater customer value either through lower prices or by providing more benefits that justify higher prices |
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Term
| Great leaders of the golden circle |
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Definition
| Apple, Steve Jobs, MLK, wright brothers, google |
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Term
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Definition
| relate to important values, life goals and emotions. Give customers a deep reson to purchase |
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Term
| What of the golden circle |
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Definition
| Tangible product attributes. What they do |
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Term
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Definition
| how the company does what they do |
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Term
| How the golden circle is formed |
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Definition
Inner: why
Middle: How
Outer: what |
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Term
| How do great leaders and brands use the golden circle |
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Definition
| They place the emphasis on the why, then how then what |
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Term
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Definition
| gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors and checking for difference in group response (best for cause and effect relationships |
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Term
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Definition
| Ads from apple that have launched music careers (most artists unknown until they were chosen by apple) (brands become cool because of the apple association |
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Term
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Definition
| Data thats already been collected for a different purpose (available more quickly at a lower cost than primary data) |
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Term
| characteristics of an iconic brand |
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Definition
| deeply rooted in culture, have physical cues (logo), functional benefits, emotions evoked, transcends culture |
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Definition
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| advantages of advertising |
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Definition
| reach masses of geographically dispersed buyers at a low cost, enables sellers to repeat message many times, expressive |
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Term
| disadvantages of advertising |
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Definition
| impersonal and cannot be directly persuasive, one-way communication. costly |
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Term
| Advantages of direct marketing |
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Definition
| immediate and customized interactive |
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Term
| Advantages of sales promotion |
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Definition
| invite and reward. Quick response |
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Term
| Disadvantage of sales promotion |
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Definition
| short-lived; not as effective |
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Term
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Definition
| believable; news stories, features, sponsorships and events seem more real and believable to readers than ads do |
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| disadvantages of public relations |
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Definition
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Term
| advantages of personal selling |
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Definition
| customer relationships, personal interaction so each person can observe the others needs and characteristics and make quick adjustments |
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Term
| disadvantages of personal selling |
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Definition
| expensive, long-term committment |
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Term
| Purpose of setting advertising goals and objectives |
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Definition
| to accomplish something important in a set period of time (helps more consumers through the buying process) |
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