Advertising Chapter 2

Front 1

image

Back 1

consumer perceptions or user feelings toward a company along with its goods and services.

Front 2

corporate logo

Back 2

The symbol used to identify a company and its brands, helping to convey the overall corporate image.

Front 3

stimulus codability

Back 3

Items that evoke meaning within a culture or subculture

Front 4

brands

Back 4

Names assigned to a good or service or group of products

Front 5

salient

Back 5

when consumers use a brand and think it is good value and use it regularly and recommend it to others.

Front 6

family brand

Back 6

When a company offers a series or group of products under one brand name.

Front 7

brand equity

Back 7

a set of brand assets that add to the value assigned to a product

Front 8

brand metrics

Back 8

measures of returns on brand investments.

Front 9

brand extension

Back 9

The use of an established brand name on goods or services not related to the core brand.

Front 10

flanker brand

Back 10

a new brand by a company in a good or service which currently has a brand offering.

Front 11

co-branding

Back 11

Offering two or more brands in a single marketing effort.

Front 12

ingredient branding

Back 12

when one brand is placed within another brand

Front 13

cooperative branding

Back 13

co branding when two firms create two or more brands into a new good or service

Front 14

complementary branding

Back 14

co branding / marketing of two brands which encourage people to co purchase

Front 15

private brands

Back 15

marketed by an organization and normally distributed within the organization's outlets.

Front 16

positioning

Back 16

creating a perception in the consumers mind about the company and products relative to the competion. its created by the quality of products, prices charged, methods of distribution, image, and other factors.

Front 17

majority fallacy

Back 17

mistaken belief that its a good idea to try and sell your product to as many people as possible

Front 18

Target Marketing

Back 18

Selecting a group and trying to appeal to them.

Front 19

Market Segmentation

Back 19

Divide the market into groups