Adv & Promotion

Front 1

What does SWOT stand for? Identify internal/external.

Back 1

- Strengths (i)
- Weaknesses (i)
- Opportunities (e)
- Threats (e)

Front 2

What is the marketing mix?

Back 2

- 4 P’s – product, price, promotion, placement
- Price is the most important because it decides the other 3 P’s.

Front 3

What is the promotional mix?

Back 3

- Accomplish companies communication objectives
- Advertising, direct marketing, interactive marketing, etc

Front 4

What does IMC stand for, and what does it mean?

Back 4

integrated marketing mix, buisness process used to create communications with consumers in order to establish short term financial returns and long term brand values.

Front 5

Value

Back 5

customers perception of the benefits of a company/product weighed against the costs of aquiring and consuming it

Front 6

Marketing

Back 6

organizational function of creating, communicating, and delivering value to consumers

Front 7

advertising

Back 7

paid form of nonpersonal communication about an organization, product, service or idea

Front 8

sales promotion

Back 8

marketing activities used to provide extra value or inncentives and can stimulate immediate sales

Front 9

brand equity

Back 9

strength of attachment to a specific company

Front 10

brand loyalty

Back 10

prefrence to a specific company

Front 11

mnemonics

Back 11

device used to facilitate learning/memory process (rhymem, symbol, cue, etc)

Front 12

maslow (most important to least)

Back 12

physiological needs (hunger, thirst)
safety needs (security, protection)
social needs (beloning, love)
esteem needs (status, self)
self actualization (bettering)

Front 13

information search (specify differences)

Back 13

2nd step of process after consumer identifies probleem/need
two parts:
internal - consumer thinks/remembers past products
external - sees/hears about products from other people, ads, commericals, etc

Front 14

selective attention

Back 14

consumers attend to some stimuli and not others

Front 15

selective exposure

Back 15

whether or not consumers will allow themselves to be persuaded by media and message information

Front 16

selective comprehension

Back 16

way in which consumers interpret info based on beliefs, religion, attitudes and expierences

Front 17

selective retention

Back 17

consumers remember some information but not all

Front 18

cognitive dissonence

Back 18

doubt consumer expierences after making purchasing decision

Front 19

purchase decision model

Back 19

1. identify problem
2. info search
3. alternative evaluation
4. purchase decision
5. post purchase evaluation