Term
| How do you describe marketing public relations? |
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Definition
| Involves an organizations interactions with actual perspective customers. |
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Term
| What is a drawback of MPR? |
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Definition
| It lasts only as long as the product is news worthy. |
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Term
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Definition
| It is a tool that communicates a brand’s merit. |
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Term
| What is a form of proactive MPR? |
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Definition
| Feature article, product releases, executive statements |
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Term
| Which is crisis management? |
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Definition
| Provides quick and positive response to negative publicity, reassures consumers, & lessens the damage |
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Term
| What are the types of rumors? |
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Definition
- Commercial rumors
- conspiracy rumors
- contamination rumors
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Term
| What is NOT true about an anti-rumor campaign? |
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Definition
| Determines which consumers or potential consumers are targeted. |
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Term
| What is NOT a factor affecting WOM’s influence? |
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Definition
| Complexity and difficulty for brand managers to control. |
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Term
| What are the ways of preventing negative WOM? |
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Definition
- Offer toll free numbers and emails
- provide detailed warranties and complaint procedures
- store signs and inserts in monthly billing
- employ people with positive attitudes
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Term
| What are the proactive means of creating buzz? |
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Definition
- Gorilla marketing
- viral marketing
- street marketing
- diffusion marketing
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Term
| What is the rule for reaching the buzz tipping point? |
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Definition
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Term
| What is the principle of an explosive self-generating demand (ESGD) structure? |
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Definition
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Term
| What are the reasons for the growth in sponsorships? |
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Definition
- Enhances brand equity
- helps avoid clutter
- enables targeting to a specific geographic region & lifestyle group
- helps firm gain approval of various constituencies
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Term
| What are the factors used in selecting sponsorship events? |
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Definition
- Target audience fit
- clutter
- economic viability
- sponsor misidentification
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Term
| What does the baseline typically measure? |
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Definition
- Pre-measured brand awareness
- brand association
- brand attitude prior to an event
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Term
| What is ambush marketing? |
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Definition
| Companies that are not official sponsors undertake effort to convey impression that they are. |
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Term
| What is the concept of cause-related marketing (CRM) based on? |
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Definition
| Firms will contribute to a cause every time the customer undertakes some action that supports the firm and its brand |
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Term
| What is required for a successful cause-related marketing campaign? |
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Definition
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Term
| What are the benefits of cause-related marketing (CRM)? |
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Definition
- Broadens customer base
- wards off negative publicity
- enhances corporate or brand image
- increases sales at retail level
- generate short term profit.
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Term
| What are some examples of free-standing signs? |
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Definition
- Monument signs
- portable signs
- inflatable signs
- portable signs
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Term
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Definition
| Characteristics that enables walkers or drivers to distinguish a sign from its surrounding environment. |
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Term
| What are the characteristics of out-of-home advertising? |
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Definition
- Billboards and bus shelters
- as many delivery modes
- seen by customers while in transit
- regarded as major importance
- but supplementary to other forms of advertisements
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Term
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Definition
| Located along side high way in heavily traveled locales |
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Term
| What is a painted bulletins? |
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Definition
| Achieves a consistent and relatively permanent presence. |
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Term
| What are plants in billboard advertising? |
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Definition
| The company that owns the structure that the ad goes on. |
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Term
| What are the strengths of billboards? |
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Definition
- Low cost per thousand
- broad reach and high frequency
- geographic flexibility
- substantial brand identification
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Term
| What are the factors in the effectiveness of motion displays? |
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Definition
- Attract attention
- direct attention to salient product features
- brand name information activates consumers memories
- supplies a reason for consumers to purchase the displayed brand.
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Term
| What is the Encoding Specificity Principle? |
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Definition
| Explains the difficulty that consumers have in recalling specific brands yet can remember details of specific advertisement |
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Term
| What product is at the top of the in-store decisions made by consumers when making supermarket purchases? |
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Definition
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Term
| According to the Benylin study, _________ product place when combined with feature price resulted in the highest sales increases. |
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Definition
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Term
| What are the characteristics of PRISM? |
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Definition
- Procedure for acquiring standard diagnostics
- measures reach, frequency and gross margin
- is a result of a POPAI initiative
- allows brand marketers to plan and evaluate in-store advertising.
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Term
| What are the means of targeting children and teens? |
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Definition
- Movies with tie-in merchandise programs
- using unacceptable cartoon-like images
- targeting adult products to pre adults
- marketing food products that contribute to childhood obesity.
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Term
| What is an example (used in the textbook) of a company that targets to economically disadvantaged consumers? |
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Definition
| Heileman’s Brewing company malt liquor |
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Term
| What are some criticisms in advertising? |
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Definition
- Manipulative
- untruthful and deceptive
- offensive and in bad taste
- plays on people’s fears
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Term
| What are the ethical issues in packaging and branding? |
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Definition
- Packaging graphics
- label information
- environmental implications
- brand naming and theft
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Term
| What is the criticism of slotting allowances? |
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Definition
| Form of bribery & unethical |
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Term
| What is a major ethical issue in online marketing? |
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Definition
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Term
| __________ proposes that one should take only actions that would be viewed as proper by an objective panel of your professional colleagues. |
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Definition
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Term
| What is a general recommendation for environmental claims? |
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Definition
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