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| marketing messages in paid media |
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| name, term, symbol or design intended to clearly identify and differentiate a seller's product from the competitors |
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| marketing document that summarizes the current state of the marketplace as it relates to a specific brand |
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| system of running competing brands or products within the same company. Each brand group is a team that operates as a relatively independent marketing organization within the larger organization while utilizing common resources. |
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| viewing a large market of people with different demands as many smaller homogeneous markets |
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| marketing approach which considers how consumers perceive a product relative to competitive offerings |
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| exists when consumers are bombarded by hundreds of marketing messages daily |
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| principles that serve as guidelines for both individuals and organizations |
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| agency function with the responsibility for representing the voice of the consumer in all decision-making, particularly the creative department |
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| in-depth knowledge of the consumer that makes it possible to identify product benefits that will motivate purchasing behavior |
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| planning and marketing system that involves collecting and analyzing data on consumers and prospects, particularly behavioral data |
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| 4 paradigm shifts during 1917 wartime |
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1. Mass production began
2. Mass dist. followed
3. Mass edu. became available, even to women
4. Mass communication: phone, graph |
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"master of marketing"
created 1st double edge, disposable razor |
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| decided magazines would be a good place to advertise |
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| created 15% advertising compensation |
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| Created by Hopkins & Kennedy |
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| Created by Calkins & McManus |
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| started America's largest ad agency, worked for $10/week before |
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| Advertising's 1st account/creative team |
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| Switched Campbell's soup ads from newspaper to magazines which increased sales by 33 mil. cans/year |
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| "our job is to resist the usual |
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