Term
| What are the 6 Elements of Marketing? |
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Definition
SAPPPS:
Sales promotion
Advertising
Personal selling
Point-of-Purchase communication
Publicity
Sponsorship marketing |
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Term
| What is the best way to induce/encourage trial? |
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Definition
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Term
| Define Integrated Marketing Communications: |
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Definition
-the philosophy and practice of carefully coordinating a brand's sundry marketing communication elements.
(taking all your communication efforts, and coordinating them together) |
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Term
Provide an example of each of the 8 Tools of MarCom:
Media advertising
Direct response and Interactive advertising
Place advertising
Store signange/Point-of-Purchase advertising
Trade/Commerce oriented promotions
Event marketing/sponsorship
Maketing-oriented PR and publicity
Personal selling |
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Definition
Media advertising: TV
DR/Interactive advertising: Direct mail
Place advertising: Billboards
Store signange/P-o-P advertising: In-store signage
T/C oriented promotions: Trade shows
Event marketing/sponsorships: sponsorships
Marketing-oriented PR/publicity: Ghost article
Personal selling: Home visit sales |
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Term
| What are the 5 Key Features of IMC? |
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Definition
1) Starts with the customer
2) Use any form of relevant contact
3) Acheive synergy
4) Build relationships
5) Affect behavior |
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Term
| All communication efforts start ... |
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Definition
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Term
| The ultimate goal of Marketing Communications is.... |
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Definition
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Term
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Definition
| -People or organizations with needs or wants and the ABILITY and WILLINGNESS to buy. |
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Term
| What are 3 Obstacles to Implementing IMC? |
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Definition
1) Few have the skills required to execute
2) Mass-media campaigns are easier than customized Direct-to-customer
3) Tools are difficult to consistently execute |
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Term
| How can MarCom decisions affect a brand? |
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Definition
1)Enhance brand loyalty
2) Affect behavior |
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Term
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Definition
| A name, term, sign, symbol, design or combination of all intended to identify goods and services from a seller or group of sellers and to differentiate them from the competition. |
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Term
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Definition
| The part of the brand that can be spoken, including letters, words and numbers. |
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Term
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Definition
| The elements of a brand that CANNOT be spoken |
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Term
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Definition
| The value of company and brand names. |
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Term
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Definition
| -The value of the company from the perspective of the organization that owns it or from the vantage point of the consumer. |
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Term
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Definition
| -The revenue differential between a branded item and corresponding private labeled item. |
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Term
| What are the 2 Forms of Brand Knowledge? |
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Definition
1) Brand Awareness
2) Brand Image |
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Term
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Definition
| -Whether a brand name comes to mind when consumers think about a particular product category, and how easily that brand name comes to mind. |
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Term
| Top to bottom, what are the levels of the Brand Awareness Pyramid? |
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Definition
TOP OF MIND
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Brand Recall
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Brand Recognition
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Unaware of Brand |
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Term
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Definition
| -The types of associations that come to the consumer's mind when contemplating a particular brand. |
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Term
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Definition
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Term
| What is the difference between Co-Branding and Ingredient Branding? |
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Definition
| -Co-Branding is partnership between two brands, whereas Ingredient Branding is the includion of one brand within the other. Ex/Intel |
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Term
| What do brands need to do (especially in advertising)? |
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Definition
| Break through the clutter! |
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Term
What are the different age groups of the following generations?
Elementary School Age
Tweens
Teenagers
Young Adults
Middle-Aged
Mature
Baby Boomers
Generation X
Generation Y |
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Definition
Elementary School Age: 6-11
Tweens: 8-12
Teenagers: 13-19
Young Adults: 20-34
Middle-Aged: 35-54
Mature: 55+
Baby Boomers: 1946-1964
Generation X: 1965-1981
Generation Y: 1982-1994
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Term
| Leslie is born in 1957,to which generation does she belong? |
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Definition
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Term
Creating Meaning:
A brand's positioning represents the key feature, benefit, or image that it stands for...__ ___ ________ _____________ ____________ _______. |
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Definition
| ..In the target audience's collective mind. |
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Term
Positioning Statement:
A positioning statement for a brand is the central idea that encapsulates a brand's.. _______ and _________________ ___________ ___ ________ _________. |
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Definition
| ..meaning and distinctiveness compared to other brands. |
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Term
| Name the 4 Quadrants of Proposed positioning: |
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Definition
QI: Promote Competitors
QII: Winner
QIIV: SUTR (Swimming Up the River)
QIV: Loser |
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Term
| What is LOSER positioning? |
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Definition
| Posititioning where the brand possesses NO competitive advantage |
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Term
| What is SUTR positioning? |
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Definition
| A position statement that reflects a brand's competitive advantage, but does NOT motivate a consumer to action. |
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Term
| What is PROMOTE COMPETITORS positioning? |
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Definition
| Does not reflect a competitive advantage, but does represent an important reason for making brand selections in the product category. |
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Term
| What is WINNER positioning? |
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Definition
| Positioning where a product feature or benefit has advantage over competitors and gives consumers a persuasive reason for trying the brand. |
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Term
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Definition
| Brand benefits can be accomplished by buying the product. Serves functional, symbolic, or emotional needs. |
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Term
| Symbolic needs in a product... |
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Definition
| fulfill a consumer's desire for self-enhancement, group membership, affiliation, altruism and belongingness. |
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Term
| Attribute Positioning: Product Related vs. Non-Product Related |
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Definition
Product Related: Shows functional use
Non-Product Related:shows symoblism, uses imagery |
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Term
| What is the Consumer Processing Model: |
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Definition
| LOGICAL-Information and choice are seen as rational, cognitive, systematic and reasoned process. |
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Term
| What is the Hedonic Experiential Model? |
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Definition
| IMPLULSE BUYERS- consumers process messages and are driven by emotion, in pursuit of fun, fantasies and feelings. |
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Term
What are the 8 Stages of the Consumer Processing Model?
ESCARRCA |
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Definition
Exposure
Selective Attention
Comprehension
Agreement
Retention
Retreival
Consumer Decision Making
Action |
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Term
| In stage 2 of the Consumer Processing Model (Paying Attention), marketers must.... ____ _______ ____ _____ ______ __ _____ _____ ___ _________-_________ ______________. |
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Definition
| ..create messages that truly appeal to their needs for product-relevant information. |
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Term
| Perceptual Encoding involves: |
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Definition
1) Feature Analysis: Basic Features
2) Active Synthesis: Context affecting it |
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Term
| In Stage 6 of the Consumer Processing Model (Agreement), all agreement depends on: |
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Definition
1) whether the message is credible
2) whether the information is comatible with the values that are important to the consumer |
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Term
| What are the three elements of memory? |
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Definition
1) Sensory Stores: info rapidly lost
2) Short-term Memory: info not rehearsed will be lost in 30 seconds or less
3) Long-term Memory: Storehouse of unlimited info |
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Term
| Marketer's job in relation to LTM is to...: |
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Definition
| provide positively valued information that consumers will store in LTM |
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Term
| Define the Dual-Coding Theory? |
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Definition
| Pictures are represented in memory in verbal as well as visual form, whereas words are less likely to have visual representation. |
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Term
| What is the ultimate goal of the Heirarchy of MarCom Effects? |
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Definition
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Term
| What is the Hierarchy of MarCom effects: |
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Definition
BRAND LOYALTY
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Belief Reinforcement Attitude Reinforcement
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Beliefs Attitude
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Trial
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Expectations
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Awareness
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Unawareness |
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Term
True/False
The IMC approach uses the inside-out approach in identifying communication vehicles? |
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Definition
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Term
| Mara is asked by a market researcher to list all brands of toothpase she can think of. Which type of awareness is she accessing? |
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Definition
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Term
| Product design, color, and size are all examples of: |
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Definition
| Product-related attributes |
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Term
| In the video Persuader's, a deep level of branding is discussed.. |
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Definition
| Meaning Systems: a person's system of beliefs through which they make create meanings from |
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Term
| What are the 5 Steps to the Decision Making Process? |
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Definition
- Problem Recognition
- Information Search
- Evaluation of Alternatives
- Purchase
- Post-Purchase Evaluation
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Term
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Definition
Behaviorgraphics: behavior
Psychographics: lifestyle
Demographics: age, gender, income, race
Geodemographics: location |
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