Term
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Definition
| volume(b) x price(b) - volume(pl) x price(pl) |
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Term
| fundamental decisions of MarCom (3) |
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Definition
| STP, setting objectives, budgeting |
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Term
| implementation decisions of MarCom (3) |
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Definition
| researching, creating message, selecting media, forecasting |
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Term
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Definition
| enhancing brand equity (think and feel), affecting behavior (do), inform + persuade + remind |
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Term
| levels of brand awareness (4) |
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Definition
| unaware, recognition, recall, top of mind |
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Term
| types of brand associations (3) |
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Definition
| attributes, benefits, overall evaluation (attitude) |
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Term
| components of brand image (2) |
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Definition
| types of brand associations, favorability + strength + uniqueness of brand associations |
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Term
| as a result of efforts to enhance brand value, as brand equity increases... (4) |
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Definition
| a higher market share is achieved, brand loyalty increases, premium prices can be charged, the brand earns a revenue premium |
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Term
| types of brand personality (5) |
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Definition
| sincerity (down to earth, wholesome, honest cheerful), excitement (daring, spirited, imaginative, up-to-date), competence (reliability, intelligence, successful), sophistication (upper class and charming), ruggedness (tough and outdoorsy) |
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Term
| symbolic relations to communicate a postion (2) |
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Definition
| advertisers communicate through the use of signs ans meaning transfer from the signs to the brand, signs are merely physical stimuli ->consumers draw on cultural values, formed beliefs, and experiences to construct meaning |
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Term
| a good positioning statement should (2) |
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Definition
| reflect a brand's competitive advantage (apple=user friendly), motivate customers to act |
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Term
| successful campaigns... (2) |
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Definition
| differentiate themselves (out of the ordinary), are appropriate (serves the firms goals) |
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Term
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Definition
| Means End Conceptualization of Components for Advertising Strategy |
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Term
| steps in means end chain (5) |
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Definition
| product attributs, consumer benefits (consequences), executional framework (the plot of the ad. Its overall tone and style), the leverage point (the manner by which the advertiser activates the value), personal value |
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Term
| Hierarchy of effects model (6) |
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Definition
| Think (cognative): 1. awareness, 2. knowledge. Feel (affective): 3. liking, 4. preference, 5. conviction. Do (behavioral): 6. purchase |
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Term
| FCB grid is composed of which factors (2) |
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Definition
| involvement (high vs low), think/feel (left vs right brained) |
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Term
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Definition
| when rational arguments or pieces of information are presented to consumers, there are 5 types |
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Term
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Definition
Informative (think)
high importance, rational decision, Think->Feel->Do, ex:new car
creative strategy: specific info & demonstrations
media strategy: long copy formats, magazine/newspaper, infomercials, computer/CD-ROM |
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Term
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Definition
Affective (feel)
high importance, emotional decision, Feel->Think->Do, ex: designer clothes
creative strategy: great execution, strong visuals, emphasis on impact
media strategy: large space (spreads), image specials (inserts), T.V. w/ visual impact |
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Term
| Quadrant Three (bottom left) |
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Definition
Habit Formation (do)
low importance, rational decision, Do->Think->Feel, ex: detergent
creative strategy: reminder ads, repetition, catchy music and songs
media strategy: small space ads, T.V. ID's or radio, point of sale |
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Term
| Quadrant Four (bottom right) |
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Definition
Self Satisfaction (react)
low importance, emotional decision, Do->Feel->Think, ex: Candy Bar
Creative strategy: attention getting, impulse purchase, image
media strategy: billboards, point of sale, newspaper |
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Term
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Definition
| reciprocation, liking, commitment and consistency, authority, social proof, scarcity |
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Term
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Definition
| reciprocation, liking, commitment and consistency, authority, social proof, scarcity |
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Term
| types of cognitive messages (5) |
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Definition
| generic messages, preemptive messages, unique selling proposition, hyperbole, comparison approach (direct/indirect) |
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Term
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Definition
| designed to involve feelings and emotions and then match them with the product, service, or company... seek to elicit emotions which in turn affect the reasoning process enhancing the likability of the product |
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Term
| types of affective messages (2) |
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Definition
| resonance (connects product with consumers past experience), emotional (elicits powerful emotions which eventually lead to product recall and choice) |
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Term
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Definition
| designed to lead more directly to some type of consumer behavior |
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Term
| types of conative statements (2) |
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Definition
| action inducing (creates situations in which cognitive knowledge of the product and/or affective liking of the product may come later or during the use of the product... a point of purchase display is designed to cause people to make impulse buys), promotional support (ads are designed to support other promotional efforts using coupons, phone in promos, sweepstakes or other) |
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Term
| types of conative messages |
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Definition
| action inducing (creates situations in which cognitive knowledge of the product and/or affective liking of the product may come later or during the use of the product... a point of purchase display is designed to cause people to make impulse buys), promotional support (ads are designed to support other promotional efforts using coupons, phone in promos, sweepstakes or other) |
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