Term
| Why is advertising vs promotion something we need to consider in branding? |
|
Definition
| Promotion can cause erosion of the brand by associating your brand with price reductions and getting into price competition (vs differentiation). You might attract customers who are outside of your target and are only buying your product because of the promotion. |
|
|
Term
| What should you consider with Paid (advertising) vs free (PR)? |
|
Definition
| PR is hard to plan for and hard to ensure. You do not have as much control with PR as the publication/station might not follow through in the ways you had hoped (it is about relationships). |
|
|
Term
| What is the "weight vs. quality" trade-off? |
|
Definition
|
|
Term
| What is the "mass vs special" trade off? |
|
Definition
|
|
Term
| What is the "medium"? What is the "vehicle"? |
|
Definition
| Medium is the type of media (ie newspapers) and vehicle is the exact media carrier (ie WSJ) |
|
|
Term
|
Definition
| the cost of 1,000 targets reached one time |
|
|
Term
|
Definition
| The percentage of the target exposed to the message |
|
|
Term
| Define frequency (with relation to media) |
|
Definition
| the number of times the target is exposed to the message |
|
|
Term
|
Definition
| Gross Rating Point: 1% of the target exposed to the message - GRPS (for a plan) = the total reach times the total frequency |
|
|
Term
|
Definition
| Audience actually reached (as opposed to planned) |
|
|
Term
|
Definition
| Media reaching untargeted people |
|
|
Term
|
Definition
| The percentage of the target reached by a vehicle |
|
|
Term
|
Definition
| The percent of the vehicle's audience that matches the target |
|
|
Term
|
Definition
| The amount of overlap between two media vehicles |
|
|
Term
|
Definition
| A blueprint used to evaluate alternatives, guide implementation, evaluate delivery |
|
|
Term
| Seasonality, flights, bursts |
|
Definition
| All refer to the timing and intensity of media activity in the plan |
|
|
Term
|
Definition
| the amount of media in a given time or place (a heavy-up in where more weight is given than normal) |
|
|
Term
|
Definition
| Federal Trade Commission (US) |
|
|
Term
|
Definition
|
|
Term
|
Definition
| World Federation of Advertising |
|
|
Term
|
Definition
(From "Eating the big fish")
Intelligent naivety: clarity on the center
Build a lighthouse identity
Take thought leadership of the category
Create symbols (events) of re-evaluation
Sacrifice
Overcommit
Using communications and publicity to enter consumer culture
Idea-centered, not consumer centered |
|
|
Term
(From "Eating the big fish")
Intelligent naivety: clarity on the center |
|
Definition
|
|
Term
(From "Eating the big fish")
Build a lighthouse identity |
|
Definition
|
|
Term
(From "Eating the big fish")
Take thought leadership of the category |
|
Definition
|
|
Term
(From "Eating the big fish")
Create symbols (events) of re-evaluation |
|
Definition
|
|
Term
(From "Eating the big fish")
Sacrifice |
|
Definition
|
|
Term
(From "Eating the big fish")
Overcommit |
|
Definition
|
|
Term
(From "Eating the big fish")
Using communications and publicity to enter consumer culture |
|
Definition
|
|
Term
(From "Eating the big fish")
Idea-centered, not consumer centered |
|
Definition
|
|
Term
| What makes a "Challenger Brand"? |
|
Definition
|
|
Term
| What are common characteristics of a LUXURY BRAND? |
|
Definition
| Traditionally was prestige based on social barriers. ADD MORE TO THIS PLEASE??????? |
|
|
Term
| How do you calculate INDEX? |
|
Definition
| Divide the % of the people from the target audience who fit the criteria divided by the % of total people in that criteria |
|
|
Term
|
Definition
| Cost Per Thousand (M = 1000 in roman numerals) |
|
|
Term
|
Definition
| What the company thinks about itSELF (the identity of the brand from WITHIN the company) |
|
|
Term
|
Definition
| What the brand would be like if it were a person |
|
|
Term
|
Definition
| What the consumers and general public think of the brand |
|
|
Term
|
Definition
| Something that identifies the brand and is consistent on most things - like Burbury plaid (and could be a sound)... in other words, like the name says, it is something that is not-variant |
|
|
Term
|
Definition
| Real person who designs and delineates the identity of the brand (usually a living person, but sometimes there is no one who is doing this when the main person who was doing it dies) |
|
|
Term
|
Definition
| The person who speaks for the brand (Steve Jobs for Apple) |
|
|
