Term
| Four Stages of the Creation of Brands |
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Definition
1. Need recognition
2. Information search and Alternative
Evaluation
3. Purchase
4. Post-purchase use and evaluation |
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Definition
| anxiety or regret that lingers after a difficult decision. must reassure buyer, post-purchase contract when it is a risk. |
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| arises when one's desired state of affairs differs from ones actual state of affairs. |
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Definition
| relevance and importance of purchase experience |
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Definition
| not typically tangible; more subjective and may be percieved differently from one consumer to the next |
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Term
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Definition
| set of the brands the consumer will consider for purchase, if your brand is first mentioned you have achieved "top of mind" |
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Definition
| buying a single brand repeatedly as a solution to a simple consumption problem |
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Definition
| tendency of consumers to switch their selection among various brands in a given category in a seemingly random pattern. |
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Definition
| overall evaluation of any object, person, or issue that varies along a continuum |
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Definition
| consumers repeatedly purchase a single brand as their choice to fulfill a specific need. High involvement and rich prior experience. |
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Definition
| knowledge and feeling a person has accumulated about an object or issue. |
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Term
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Definition
| derives from the context in which ads are processed. impossible to intergrate every ad message a person is exposed to each day. |
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Term
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Definition
| forcing advertising on subject too often |
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Definition
| knowledge and feelings a person has accumulated toward a brand. |
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Term
| selective demand preferences |
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Definition
| brand personality; brand consumer relationships, valued proposition of customer relationship, credibility |
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Term
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Definition
| features of the ad other than the actual arguments about the brand's performance (i.e. catchy jingle) |
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Definition
| is what a people do, the social legacy the individual acquires from his/her group |
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Definition
| positioning option that features a distinctive customer benefit |
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Definition
| focal point of a marketing program |
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Definition
| breaking down market into subgroups based on similar characteristics |
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Definition
| Segmenting, targeting, position; sound basis for generating effective advertising |
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Term
| Purpose behind Market Segmentation |
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Definition
| breaking down large markets into manageable submarkets. more knowledge about target will translate into better market/advertising |
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Definition
| segmentation based on location |
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Definition
| understanding of consumers' activitiesm, interests, and opinions |
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Term
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Definition
| focus on consumers' activities, interests, and opinions often produces insights into differences in lifestyle of various segments |
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Term
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Definition
| values and lifestyles, organized in terms of resources and primary motivation |
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Definition
| potential rating index by zip marketing |
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Term
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Definition
| relatively small group of consumers who have a unique set of needs and typically will to pay premium for those needs |
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Term
| Advertising plan includes: |
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Definition
| introduction, situation analysis, objectives, budgeting, strategy, execution, evaluation |
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Definition
| state the most important aspects of the plan |
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Term
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Definition
| client and agency lay out the most important factors that define the situation and then explain the importance of each factor |
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Term
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Definition
| identify the goals of the advertiser in concrete terms |
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Term
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Definition
| complements the industry analysis, emphasizing the demand side of the equation. advertiser uses to determine the market for the firm's product or service. |
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Term
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Definition
| purchasing and support only one brand in a product category. willing to paying more for that brand |
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Term
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Definition
| advertising objective, common in some places and rare in others. |
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Term
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Definition
| indicator of consumer knowledge about the existence of the brand and how easily that knowledge can be retrieved form memory |
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Term
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Definition
| represented by the brand listed first. ease of retrieval is important because for many goods or services is predictive of market share. |
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Term
| advertising response function |
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Definition
| is a mathematical relationship that associates dollars spent on advertising and sales generated, predicts future sales via past advertising |
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Term
objective and task approach
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Definition
1. only method of budget setting that focuses on the relationship between spending and advertising objectives.
2. method begins with stated objectives for an advertising effort. goals related to production costs, TR, message effects. budget formed based on specific tasks to achieve objective aspects. |
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