Term
| Agency of Record (AOR) pg. 17 |
|
Definition
|
|
Term
| Brand Advertising (pg. 13) |
|
Definition
|
|
Term
|
Definition
|
|
Term
|
Definition
|
|
Term
| Corporate Advertising (pg. 13) |
|
Definition
|
|
Term
| creative concept (pg. 10) |
|
Definition
|
|
Term
| direct-response advertising (pg. 13) |
|
Definition
|
|
Term
|
Definition
|
|
Term
| integrated marketing communication (IMC) pg. 25 |
|
Definition
|
|
Term
| product category (pg. 11) |
|
Definition
|
|
Term
| Hard Sell vs. Soft Sell (pg. 12) |
|
Definition
|
|
Term
| retail advertising (pg. 13) |
|
Definition
|
|
Term
|
Definition
| is the philosophy that suggests marketing should focus first-on identifying the needs and wants of the customer rather than on finding ways to build and sell products that consumers may or may not want. |
|
|
Term
|
Definition
| creating a unique product in a variety of different ways; in price, design, performance, distribution, and brand image |
|
|
Term
|
Definition
| the way marketers create a special meaning for a product and it adds value |
|
|
Term
|
Definition
| legally protected through registration with governmental office, the other identifies a product and indicates its source |
|
|
Term
|
Definition
| refers to the value based on the brand's reputation and meaning that the brand name |
|
|
Term
|
Definition
| include a variety of non-profit organizations (hospitals, gov't, and schools) that provide goods and services to society |
|
|
Term
|
Definition
Step 1) research consumer market and develop a SWOT analysis
Step 2) Set objectives for marketing effort
Step 3) assess wants and needs, segment the market, and target
Step 4) differentiate and position the product
Step 5) develop marketing mix strategy, select product design, pricing, distribution, etc.
Step 6) evaluate the effectiveness |
|
|
Term
|
Definition
| direct marketing efforts at consumers to create demand, vs. direct market efforts at resellers making them sell |
|
|
Term
| Customary Pricing vs. Psychological Pricing |
|
Definition
| uses advertising to manipulate customer's judgement of value vs. uses a single, well-known price for a long period of time |
|
|
Term
|
Definition
| promote the brand on the street and on the feet of its devotees |
|
|
Term
|
Definition
| acknowledging a supplier's brand as an important product feature (Gore-Tex and Intel) |
|
|
Term
|
Definition
| partnership in which one company drives business to another company (eBay pays other sites for advertising) |
|
|
Term
|
Definition
| goal is to hire and fire marketing agencies and manage the work of marketing communication |
|
|
Term
|
Definition
| Four major staff functions (account management, creative services, media planning, and account planning) |
|
|
Term
|
Definition
| "holistic marketing" focused on better coordinating all marketing efforts to maximize customer satisfaction |
|
|
Term
|
Definition
Attention, Interest, Desire, Action
a way of measuring advertising effectiveness, "hierarchy of effects" |
|
|
Term
|
Definition
| the way we receive information through our 5 senses and assign meaning to it |
|
|
Term
|
Definition
| Exposure, Selective attention, Interest and Relevance, Awareness, Recognition |
|
|
Term
|
Definition
| responses that mirror our feelings about something (i.e. the emotions connected with vacation and a hotel) |
|
|
Term
| Factors Driving the Affective Response |
|
Definition
Wants-implies desires and such
Feelings-our passions expressed in ads
Liking- liking the brand and/or the ad
Resonate- a feeling the message "rings true" |
|
|
Term
|
Definition
| refers to how consumers search for and respond to information including learning and understanding |
|
|
Term
| Factors driving Cognitive Response |
|
Definition
Need-based on what you think about
Cognitive Learning- presentation of facts leads to understanding
Comprehension-process of understanding
Differentiation- USP
Recall-remembering the ad message |
|
|
Term
|
Definition
| technique of communicating usually with a brand through symbolism |
|
|
Term
| Factors Driving Association |
|
Definition
Symbolism-shows a brand stands for certain qualities
Conditional Learning-group of thoughts and feelings linked to a brand
Transformation-a product takes on a meaning when it becomes something special (differentiated) |
|
|
Term
|
Definition
| state of mind (tendency, inclination) |
|
|
Term
| Factors Driving Persuasion |
|
Definition
| Motivation, Influence, Involvement, Conviction, Preference and Intention, Loyalty |
|
|
Term
| Behavorial Response Factors |
|
Definition
| Buy, then Contact, then Advocate and refer, then Prevent (from other behavior) |
|
|
Term
| Norms vs. Values (pg. 132) |
|
Definition
| things which represent our underlying belief system vs. rules we learn through social interaction |
|
|
Term
|
Definition
| can be defined by geographic regions or shared human characteristics such as age, values, language, traditions, or ethnic background |
|
|
Term
|
Definition
| group of people used as a model for behavior in specific situations |
|
|
Term
| Needs vs. Innate needs vs. Want (141) |
|
Definition
| a hotel on vacation vs. when we desire or wish for something vs. the need for water, food, air, shelter, and sex |
|
|
Term
|
Definition
| the difference between what our perceptions were about what we would receive and what we ACTUALLY received |
|
|
Term
|
Definition
| a set of brands that are automatically recalled when a product is mentioned |
|
|
Term
| Information Approach to Brand Decisions |
|
Definition
| Need Recognition - Information Search -Evaluation of Alternatives (evoked set)- Purchase decision (select the brand and the outlet)- Postpurchase evaluation |
|
|
Term
|
Definition
| process of using vast computer databanks of personal informatino to identify people most likely to support a group |
|
|
Term
| Consumer Insight Research |
|
Definition
| demographic and psychographic information from consume rresearch to describe the target audience and figure out what motivates them |
|
|
Term
| Message Development Research |
|
Definition
| combination of consumer insight research and media research (helps with media selection) |
|
|
Term
|
Definition
| research on an execution in its finished stages but before it appears in media |
|
|
Term
|
Definition
| "evaluative research" done during a campaign and afterward to adjust the ad or get a new idea |
|
|
Term
|
Definition
| a way to test brand perceptions to see how their logo, design, color, etc. match the brand |
|
|
Term
|
Definition
| a way to take apart the signs and syymbols in a message to uncover layers and types of meanings |
|
|
Term
|
Definition
| type of research that observers immerse themselves in a culture to study the meanings, language, interaction, and behavior of the people in the group |
|
|
Term
|
Definition
| you can run the same test over and over again and get the same result |
|
|
Term
|
Definition
| research that is measured through real purchase and use situations which benefits the consumer, manufacturer, and retailer |
|
|
Term
| Marketing Plan vs. Campaign Plan |
|
Definition
mktg.- developed for a brand or product line and evaluated annually
campaign- more tightly focused on solving a particular marketing problem in specified time |
|
|
Term
|
Definition
| Strategic Business Unit; line of products or all the offerings under a single brand name |
|
|
Term
|
Definition
| analystical technique tha tplots the mental positions held by consumers of a set of competitors on a matrix |
|
|
Term
| Marketing Budgeting (historical vs. objective-task) |
|
Definition
| historical method (based on last yr), objective-task (obvious), % of sales, competitive budgets, all you can afford |
|
|
Term
|
Definition
| research and analysis process used to gain knowledge of the consumer, understanding that is expressed as a key consumer insigh about how people relate to a brand |
|
|
Term
|
Definition
| finding the "a-ha" in research data, reports, transcripts, etc. |
|
|
Term
|
Definition
| strategy document that explains consumer insight and summarizes the message and media strategy |
|
|
Term
| differences between IMC and advertising plan |
|
Definition
| target market in an IMC includes stakeholders, positively affect all "contact points" with a brand, "IMC objectives" are tied to the effects created by the various forms of marketing communication |
|
|
