Term
Keller Model of consumer brand equity (KM)
from who's perspective does keller base his model of brand equity? |
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Definition
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Term
KM
what is the definition of consumer-based brand equity |
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Definition
| the differential effect of brand knowledge on consumer response to the marketing of a brand |
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Term
KM
what does it mean for a brand to have positive consumer brand equity? |
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Definition
| when consumers react more favorably to an element of the marketing mix for the brand than they do for the same marketing mix element when its attributed to a falsely named or generic named version of the same product |
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Term
KM
draw Keller's Model (p7 on supp reading) |
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Definition
| i know it's boring, keep studying |
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Term
KM
how can brand equity be empirically tested or measured? (how many approaches and what are they?) |
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Definition
there are 2 approaches:
the indirect approach and the direct approach |
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Term
KM
what is the indirect approach? |
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Definition
| assessing potential sources of customer-based brand equity by measuring brand knowledge (ie brand awareness and brand image) |
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Term
KM
what is the direct approach? |
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Definition
| measuring customer-based brand equity by assessing the impact of brand knowledge on consumer response to different elements of the firm's marketing program |
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Term
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Definition
| the intangible value of a brand beyond its physical assets, as seen by the customer |
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Term
| what is brand equity's function w/in promotional planning? |
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Definition
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Term
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Definition
| integrated marketing communication: the process of planning, executing, evaluating, and controlling the use of the various promotional mix elements to effectively communicate w/ target audiences |
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Term
| what potential benefits does it offer to organizations as they plan a promotion/marketing campaign? |
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Definition
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Term
| what are the 6 elements of the promotional mix? |
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Definition
advertising
personal selling
publicity/public relations
sales promotion
direct marketing
interactive/Internet marketing |
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Term
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Definition
| any paid form of nonpersoanl communication about an organization, product, service or idea by an identified sponsor |
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Term
| what is direct marketing? |
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Definition
| organizations communicate directly w/ target customers to generate a response and/or transaction |
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Term
| what is interactive media? |
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Definition
| involves back-and-forth flow of info in real time |
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Term
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Definition
| those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales |
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Term
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Definition
publicity is nonpersonal communications regarding an organization, product, service, or idea not directly paid for by an identified sponsor
PR is the mgmt function which evaluates public attitudes, identifies the policies/procedures of an individual or organization w/ the public interest, and executes a program of action to earn public understanding and acceptance |
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Term
| what is personal selling? |
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Definition
| person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product/service/idea |
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