Term
| The 5 C's of effective communication |
|
Definition
Company-individual based
Competitors-individual based
Creativity
Culture
Consumers |
|
|
Term
| 4 historical moments that influenced promotion |
|
Definition
-Rise of capitalism
-Industrial revolution
-Branding
-Mass media |
|
|
Term
| 4 key groups in promotion industry |
|
Definition
-marketers
-ad and promotion agencies
-external facilitators
-media organizations |
|
|
Term
| Factors that distinguish our era of marketing communications from previous eras |
|
Definition
-we like to be different
-we don't like it when its a prepackaged message
-we want to know how its made
-we want subtle exposure |
|
|
Term
| 4 trends that are impacting our current promotion industry |
|
Definition
- Web 2.0
-Narrower media control (only a few companies control everything)
-Media clutter
-Consumer control |
|
|
Term
|
Definition
-Market segmentation
-Market targeting
-Market positioning
-Marketing Mix
(first two answer "Who to serve?", second two answer "How to be different?") |
|
|
Term
|
Definition
| Dividing a large, heterogeneous market into more homogeneous submarkets with distinct needs and behavior that require different strategies |
|
|
Term
|
Definition
--Demographic (gender, age, income, family structure, ethnicity, geography)
--Psychographics and lifestyles (activities, interests, opinions, how they spend their leisure time and money)
--Behavioral (usage rate, usage occasion, benefit) |
|
|
Term
| How do you determine which segment to target? |
|
Definition
| Feasibility and attractiveness |
|
|
Term
|
Definition
Assess the market positions
Be different
Communicate the difference |
|
|
Term
| types of competitive advantage that companies can develop |
|
Definition
Product: feutres or performance of good
Services: speedy or convenient
Channel: expertise
People: better employees
Image: personality or distinctive benefits |
|
|
Term
| 3 types of benefit positioning |
|
Definition
Functional (product leadership)
Emotional (customer intimacy)
Value |
|
|
Term
| Steps of decision making process |
|
Definition
Problem Recognition
Information search
Evaluation of Alternatives
Product Choice
Post-Purchase Evaluation |
|
|
Term
Decision Mode
High Involvement, Low Experience: |
|
Definition
Extended Problem Solving
**Buying a house or expensive car |
|
|
Term
Decision Mode
High Involvement, High Experience: |
|
Definition
Brand Loyalty
**Leah with Mountain Dew |
|
|
Term
Decision Mode
Low Involvement, Low Experience: |
|
Definition
Limited problem solving
**coupons, trial offers |
|
|
Term
Decision Mode
Low Involvement, High Experience: |
|
Definition
Habit or variety seeking
**communicate variety, "break out of your routine" |
|
|
Term
|
Definition
Affect (emotional, feeling/reaction to object)
Behaviors (what you do)
Cognition (Judgements or evaluations) |
|
|
Term
|
Definition
Single
Newlywed
Full Nest 1
Full Nest 2 & 3
Empty Nest 1 & 2 |
|
|
Term
|
Definition
-Ethnocentrism (viewing the world from your upbringing)
-Humor and language
-Media
-Regulations
-Globalized vs. Localized Strategy |
|
|
Term
|
Definition
-Reciprocity
-Scarcity
-Authority
-Consistency
-Liking (if you like them you'll listen)
-Consensus (whats popular) |
|
|
Term
|
Definition
-One sided vs. Two sided ("We're great"vs. "we've improved)
-Drawing conclusions vs. ambiguity
-Comparative advertising |
|
|
Term
|
Definition
-Emotional, rational
-Sex, humor, fear
-Slice of life
-Lifestyle
-Testimonial |
|
|
Term
| considerations when selecting a source |
|
Definition
-"newness" of product
-Meanings to convey
-Non-human?
-Type of product |
|
|
Term
| Differences between Web 2.0 and traditional advertising model |
|
Definition
Traditional advertising= talking TO consumers with ONE way communication with prepackaged messages
Web 2.0= talking WITH consumers with TWO way communication and opportunities for self-expression |
|
|
Term
| cultural values in Web 2.0 model |
|
Definition
1. Social affiliation
2. consumer co-creation
3. digital self-expression
4. Sharing |
|
|
Term
| The Thou Shalt's of viral marketing to increase likelihood of going viral |
|
Definition
1. create a message with social value
2. develop an advertisement where creative execution is memorable, intriguing, and unique
3. place offline component in highly trafficked areas
4. incorporate your buzz/viral component into broader IMC campaign and across social media platforms
5. consider possible audiences who might help your video go viral and invite them directly to view it |
|
|
Term
| communication goals of online communication |
|
Definition
-increased awareness
-increased engagement
-in-depth information sharing
-increased sales |
|
|
Term
|
Definition
-getting consumers TO the site
-getting consumers to BUY
-encouraging consumers to RETURN |
|
|
Term
| Types of Product placement |
|
Definition
1. Peripheral (not a part of the movie, just in the background) 2. Storyline (movie wouldn't be the same without it)
3. Infomercial (in your face, wanes work scene) |
|
|
Term
| Product placement success measurements |
|
Definition
-authenticity
-visibility
-connection with desirable celebrity
-target market alignment
-IMC integration |
|
|
Term
| Brand Entertainment success measurements |
|
Definition
-IMC integration
-"Buzzy" star
-Execution and quality
-Entertaining for target market
-Visibility for brand |
|
|
Term
|
Definition
| communications to foster goodwill between a firm and key groups (media, target market, employees, etc) |
|
|
Term
|
Definition
Looking internally and regularly to see if PR aligns with goals
**Proactive vs reactive strategies |
|
|
Term
| 3 strategies of reactive marketing |
|
Definition
-internet interventions
-crisis management
-impression management |
|
|
Term
| Tools of Public Relations |
|
Definition
-press releases
-feature stories
- company newsletters
-interviews/press conferences
-sponsored events
-publicity
-social media |
|
|
Term
|
Definition
| the systematic seeding of conversations between an influencer and other consumers about our brand |
|
|
Term
|
Definition
doctors, dentists, vets, etc.
**they do influencer marketing as their job |
|
|
Term
| power bases of influencers |
|
Definition
1. referent power--> these people are cool/desirable
2. Information power--> if they have info you'll listen
3. expert power--> we trust you
4. legitimate power-->parents, teachers. They say what happens and it happens
5. Reward power-->I have the ability to reward you
6. cognitive power--> I have the ability to punish you |
|
|
Term
| 3 types of corporate advertising and definitions |
|
Definition
1. Image advertising= most basic, try to get a happy feeling
2. Advocacy advertising= taking a stance on a public issue
3. Cause-related marketing= raise awareness about a cause and donate money to it |
|
|
Term
| Why choose cause-related marketing? |
|
Definition
-to raise awareness
-as a competitive advantage
-if you had bad PR
-to align with target market
-to demonstrate brand
-if its part of a mission
-backlash |
|
|
Term
| 4 components of cause-related marketing |
|
Definition
1. match between cause and company
2. program's structure and partners
3. advertising and communications
4. Timeline and goals |
|
|
Term
| what is direct marketing used for? |
|
Definition
-to close sales
-to cultivate prospects
-to engage customers with brand |
|
|
Term
| applications of marketing databases |
|
Definition
1. Quantify the amount of business done with best customers (recents, frequent people, and most $ spent)
2. Relationship development
3. reward consumers
4. cross-selling
5. finding similar customers |
|
|
Term
| 3 components of frequency programs |
|
Definition
1. Database
2. communications strategy
3. reward incentives (for signing up and continuing) |
|
|
Term
| factors that impact the success of frequency programs |
|
Definition
-attainable rewards
-frequency of rewards
-desirable rewards
-easy to sign up
-good communications
-personalization of communications |
|
|
Term
| when are frequency programs a good idea to consider for your marketing communications plan? |
|
Definition
-when there are a high # of competitors
-when its hard to build a competitive advantage
-with frequent purchases
-when you want to turn habit/variety seeking or limited purchasing consumers into brand loyalists
-when you have the available resources to manage it |
|
|
Term
| 6 main communication objectives that sales promos are good at achieving |
|
Definition
1. stimulate trial purchases
2. stimulate repeat purchases
3. introduce a new brand
4. contribute to integrated marketing communication
5. disrupt competitors strategies
6. stimulate larger purchases |
|
|
Term
|
Definition
1. coupons
2. refunds/rebates
3. price offs
4. premiums
5. advertising specialties
6. sampling
7. giveaways
8. trial offers
9. contests/sweepstakes
10. phone/gift cards
11. frequency programs |
|
|
Term
| 4 types of 'Point of purchase' |
|
Definition
1. Displays (inside store for impulse buys)
2. Signage (outside store to grab attention)
3. Packaging
4. Product demos |
|
|
Term
|
Definition
1. "foot in the door"--> work your way up to the big request, little steps so you can't say no at the end
2. "door in the face"--> say heck no to the big request, then you take small steps down
3. "Low balling"--> advertise a small price but its not that when you actually want to purchase
4. "Bait and switch"--> advertise low price and know its low, then try to sell a higher priced product (Illegal) |
|
|
Term
| When is commission effective? |
|
Definition
-when the salesman has to be very knowledgeable (they train harder)
-if the sale takes longer they will stick with it longer
-if there is team-selling (because we don't want social loafing to occur) |
|
|
Term
| Ethical issues with marketing |
|
Definition
1. Truth vs. Puffery("the best in the world") vs. deception( the intent to mislead consumers)
2. Children (not reasonable, more impressionable)
3. Controversial products (alcohol, fast food, gambling, etc) |
|
|
