Term
|
Definition
| sight, hearing, touch, taste, and smell |
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Term
| elaboration likelihood model (ELM) |
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Definition
| theorizes when consumers have a higher level of involvement with the product or the message they will comprehend product benefits at deeper, more elaborate levels. people with low involvement with the product have lower comprehension |
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Term
| what are the steps of the consumer buying decision process? |
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Definition
| problem recognition, information search, evaluation and selection of alternative brands, store choice/purchase, post purchase behavior |
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Term
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Definition
| the business process management uses to plan and execute the conception, pricing, promotion, and distribution of products |
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Term
| what are the 6 different markets? |
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Definition
| consumer, business, reseller, industrial, government, transnational |
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Term
|
Definition
| the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants |
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Term
| what are maslow's hierarchy of needs from top to bottom |
|
Definition
self-actualization (least)
esteem
social
safety
physiological (most) |
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Term
|
Definition
| strategy of identifying groups of people with certain shared needs and characteristics within the broad market for consumer or business products |
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Term
|
Definition
| grouping people by their values, attitudes, personality, and lifestyle |
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Term
| types of market segmentation |
|
Definition
| behavioristic, geographic, segmentation, demographic, psychographic |
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Term
|
Definition
| asks more open ended questions in depth and intenseive |
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Term
|
Definition
|
|
Term
| what are the scheduling methods? |
|
Definition
flighting
pulsing (heavying up)
continuous (steadily advertise all year long)
bursting - purchase every 1/2 hr on same network
road blocking - jump from one network to the other and you can't miss the commercial |
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Term
|
Definition
| gross rating points (reach x frequency) |
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Term
|
Definition
| product, price, place, promotion |
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Term
| what differentiates one product from all the rest? |
|
Definition
| the brand - combines the name, words, symbols, or designs that identifies and distinguishes the product |
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Term
|
Definition
| combination of name, words, symbols, or design that identifies a product and differentiates it from competitiors |
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Term
|
Definition
| the value of the brands capital |
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Term
|
Definition
| process of identifying groups of people with certain shared chacteristics within a broad product market and aggregating these groups into larger market segments according to their mutual interest in the products utility |
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Term
| what are the steps of the marketing research process? |
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Definition
| situation analysis, informal research (internal/external), construction of research objectives, formal research (qualitative/quantitative), interpretation of findings |
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Term
|
Definition
| in depth, open ended questions |
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Term
|
Definition
| harder statistics, numbers, etc. |
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|
Term
| what are the three steps of the marketing strategy? |
|
Definition
| defining the particular target markets, determining the strategic position, develop appropriate marketing mix |
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Term
|
Definition
| the specific people the advertising will adress |
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|
Term
| define advertising strategy |
|
Definition
| a blend of the creative mix (target audience, product concept, communications media, and advertising message) |
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Term
|
Definition
| a method of advertising budget allocation based on a percentage of the previous year's sales, the anticipated sales for the next year, or a combination of the two |
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|
Term
| share of market/share of voice method |
|
Definition
| in order to maintain its share of market is to keep a share of advertising (voice) somewhat ahead of his market share |
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Term
|
Definition
aka the budget buildup method.
defines objectives, determines strategy, estimates cost. |
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|
Term
| what is involved in the creative mix |
|
Definition
| product concept, target audience, advertising message, communications media |
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Term
|
Definition
| the percentage of homes exposed to an advertising medium |
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Term
|
Definition
| the total size of the audience for a set of ads for an entire campaign |
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Term
|
Definition
| measures the intensity of a media schedule, based on repeated exposures to the medium orr program |
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Term
|
Definition
| total number of different people or households exposed to a medium during a given period of time |
|
|
Term
| what are the 5 m's of marketing? |
|
Definition
| markets, money, media, mechanics, and methodology |
|
|
Term
| what's the formula for the category development index (CDI) |
|
Definition
% of product category's total US sales in the area / % of total US population in area
x100 |
|
|
Term
| what is the formula for the BDI |
|
Definition
% of brand's total US sales in area / ^of total U.S. population in the area
x100 |
|
|
Term
| what does BDI (Brand development Index) mean? |
|
Definition
| indicates the sales potential of a particular brand in a specific market area |
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Term
|
Definition
| local media that many consumers in a neighboring country inadvertently recieve |
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Term
|
Definition
| cost / # of thousands of people in the audience |
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|
Term
| what are the different ways to schedule media? |
|
Definition
| continuous, flighting, pulsing, bursting, road blocking, blinking |
|
|
Term
| define a continuous schedule |
|
Definition
| advertising runs steadily and varies little over the campaign period |
|
|
Term
| define a flighting schedule |
|
Definition
| alternates periods of advertising with periods of no advertising |
|
|
Term
| what is a pulsing schedule |
|
Definition
| mixes continuous and flighting strategies |
|
|
Term
| what is a bursting schedule? |
|
Definition
| running the same commercial every half hour on the same network during prime time |
|
|
Term
| what is a roadblocking schedule |
|
Definition
| buying air time on all three networking simultaneously to give an impression that the ad is "everywhere" |
|
|
Term
| what is a blinking schedule |
|
Definition
| flooding airwaves on cable and network on one day so it is impossible to miss the ad |
|
|
Term
| what determines the weight of an ad? |
|
Definition
| how many people the program/vehicle has watching |
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Term
|
Definition
| the structured and composed non personal communication of information, usually paid for and persuasive in nature |
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Term
|
Definition
| testing the effectivness of an advertisement for gaps or flaws in message content before recommending it to clients |
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Term
|
Definition
| customers, prospective customers, or opinion leaders whose opinions and actions are respected by others |
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Term
|
Definition
| post testing methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched |
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